Any company with a computer and access to the Internet can set up a website, blog or Facebook page. But that’s just the beginning. There are a few basic rules you should consider before taking your marketing campaign online.

Rule No. 1 - Don’t just use your website to sell people stuff. Build a relationship with your customers

This was an easy rule to follow for Petra Cooper, founder and President of Fifth Town Artisan Cheese Company, a niche producer of fine handmade cheese. Since it takes several years to ripen cheese, Cooper decided to use the time to launch a website where people could learn about her plans to launch an environmentally sustainable cheese business.

The strategy paid off. When Fifth Town eventually did open its doors near Picton, Ontario in 2008, she had hundreds of committed followers and eager customers. Today her business generates 50 to 60% of its retail traffic from her website, Facebook page, Twitter feed and YouTube videos.

"The website helped us build brand awareness from the start," she says. "As a result, when we began selling cheese we already had well established relationships with lots of prospective customers."

Rule No. 2 - Offer cool, free content

To develop value-added online content, start with a marketing strategy that reflects your customers’ needs and challenges. Include an inventory of your company’s internal resources and knowledge and how they can be shared online to help customers.

"Don’t always focus on how great your company or your products are," says Dmitry Buterin, co-founder and President of Toronto web developer Bonasource Inc. "Instead, come up with a white paper that explains how to tackle a business challenge, for example. By being educational, factual and broader than your company or product, you give potential customers the information they need to make an informed decision."

Bonasource runs a blog at www.wildapricot.com that offers advice and insights for non-profit organizations, associations and clubs that use, or might use, the company’s online membership software. "Not only does it serve our existing customers, it also generates direct leads to our product website," Buterin says.

Barry Ellison, National Director, Marketing, at the Business Development Bank of Canada (BDC), says companies can also offer free diagnostic software or other online tools that help customers manage activities such as their hiring process or business planning. To see some examples of online tools, visit BDC’s new Advice Centre.

Whatever you offer, Ellison cautions, should be quick and easy to find, understand and use. Since a picture is worth a thousand words, try turning your product fact sheet and client testimonials into short videos, or post funny videos.

"If you’re lucky, they’ll go viral and be seen by thousands of prospective customers," Ellison says. "It’s all about getting your brand and image out there and having people see it over again and again. The goal is to keep your company top of mind with consumers."

Rule No. 3 - "Open your kimono"

Transparency is a cornerstone of Fifth Town’s internet marketing strategy. Its website lists the local farmers who provide the milk as well as details on its green business practices, including waste management (a bio-wetland), energy use (geo-thermal) and packaging (no plastic).

Buterin says this "open your kimono" approach is what’s needed to connect with savvy and critical consumers. By sharing your best practices and providing people with interesting and useful content—including e-newsletters, online videos and blogs—you can establish your company as an expert in your field.

"Good salespeople do not call you at home; do not attack you with a sales offer right away," Buterin says. "Instead, they find a way to connect with you, build rapport and trust."

Rule No. 4 - Know what they’re saying about you

Companies shouldn’t just broadcast to the public. They should monitor what’s being said about them on blogs and social networks and engage people in conversations, both on those sites and in the comments section of their own website and blog.

"It’s important to know what they’re saying about you online and be quick to respond," Ellison says. "It’s all about influencing the conversation and getting your side of the story out there."

Fifth Town’s Cooper uses a service that tracks and measures what people are saying about her company across the social media landscape. When last checked, Fifth Town was getting mentioned online every 19 hours.

Rule No. 5 - Measure results

Buterin says a key part of any marketing strategy is measuring its results. For example, you should be tracking the number of visits to your website, where visitors navigate on the site and what your conversion-to-sales rate is. For Cooper, the results she’s seen from her online marketing efforts have made her a true believer. Further evidence came when she saw how many out-of-town people showed up at her rural dairy for a second anniversary party. "It was pouring rain the day of the event and we still attracted more than 300 people, most of whom heard about it through social media," she says. "It’s simply too powerful a medium for any company to ignore these days."