As more and more companies understand the value of online advertising it becomes difficult to generate solid online leads. However, social media can help bridge the gap. While direct marketing like banner ad campaigns and preferred search engine listings are costly and often ineffective, search engine optimization and social networking is bringing in more sales than ever. When large companies, like Pepsi, show their faith in internet advertising by cancelling their super bowl ad to spend more online, small businesses need to take note.

Online advertising is the wave of the future, and social networking is the advertising that generates sales without selling. Creating a business fan page gives you the opportunity to communicate effectively with consumers without pushing the hard sale. Gentle interaction that is genuine and helpful will go a long way toward bringing in customers. When you put together your fan page, put all of your company information in the info tab. Make sure the full company name, mission statement, brief product and service description, contact information and website are clearly stated. By providing the company information, you allow consumers a chance to briefly learn what your company is about and click through if they are interested in learning more.

Make sure you have a welcome that greets new visitors. Something special for first timers that lets them know they are appreciated and a bit of information about your company. A welcome video is a great idea, multi-media is more likely to capture attention and keep interest. In your welcome message, make sure you include some kind of action request. Ask visitors to become fans, sign up for an email list or leave a comment. Whatever action you ask for should open an opportunity for dialogue between your company and the new potential customer.

Create a tab for people to check out your videos and sign up to receive your tweets. Anything that improves communication between your business and your social network can result in sales. Make sure that customers have a place to say the good, bad and ugly about your company. Give them a reviews/testimonials tab to make their opinions known. Yes, complaints happen, but by addressing them in a professional manner you give other consumers the chance to see your customer service skills in action. Move the communication offline for complaints, but show consumers that you listen to complaints and respond timely. Enjoy all the positive feedback as well. Employees will enjoy reading a heartfelt thank you from the people they have helped.

Include pictures that show both your products and your employees. By putting a face with the company and showing what you do, you create a positive image. Update your status regularly, so that visitors know your page is active. By following all of these steps you allow social media to sell your company without directly pushing sales. Simply showing off your expertise and interacting with people can go a long way toward building a customer base. The person asking the question may not buy today, or tomorrow, but when they are making a purchase, they will come back to the company that provided helpful information.