By Debbie Allen, All Rights Reserved Whether planning a new web site or making enhancements to an existing one, the following list of marketing principals will help you build your expert status online.  These proven direct marketing concepts form a comprehensive checklist that you can use to get more attention from the media online.

PUT YOUR FACTS UP FRONT
. Add your branded catch praise to your home page and share your uniqueness upfront
. Present a brief overview of your business from your home page featuring your expertise
. Write in a friendly, welcoming and benefit oriented tone the media can relate to
. Show your expertise in your bio, mission, philosophy, goals and/or market position
. Develop credibility while building desire to contact you as the expert of choice

LOOK FOR OPPORTUNITIES EVERYWHERE
. Note that most of the media prefer to be contacted via email these days
. Share your articles with other experts who can promote you on their websites
. Forward your articles to online newsletters and media for free at www.web-source.net
. Get tons of media leads for expert articles for under $500 per year at www.prleads.com

CREATE AN ONLINE PRESS ROOM
. List all media appearances and major publications who have featured you
. List topics of interest that you are an expert on
. Add idea and topic summaries for future media interviews and/or featured articles
. Ask for a free copy of the taped show from radio and TV appearances
. Add every good article you have written - if you have not written any - START NOW!
. Add copies of feature stores about you, your expertise and your business
. Ask media spokespeople for testimonials and post them on your website
. Add streaming audio and/or stream video of your appearances
. Ask for referrals to other media spokespeople

WINNING MEDIA TIPS
. Speak directly to their audience and avoid "sales speak"
. Develop an information-rich site that details your service and expertise advantages
. Anticipate audience & media questions and add an 'Ask The Expert' section to your site
. Use quality and professional photos and graphics - your expert status image is at stake
. Make your copy media benefit oriented
. Offer tons of value-added content that can be easily downloaded or printed for free
. Add an online newsletter to stay in contact and inform the media on a regular basis
. Offer contests and host charity events to attract the media's attention
. Feature keywords on your press room title bar that attract the media to your expertise

KEEP YOUR SITE UPDATED CONTINUOUSLY
. Prepare to refresh pages your online pressroom every six months
. Add more information and keep improving your site
. Add helpful links that relate to your business and your expertise