I think a few other things to improve your online marketing is to:
1. Use blogs to keep people updated. Products like WordPress let you not only have a customised website but also have blog content.
2. Add some personal information. When you see which blogs really perform you will find the writers are quite open about what they are doing which builds relationship. Twitter is a prime example of how much people like personal info.
3. Be creative, don’t be scared to let people see other things outside of your expertise. Of course always make those outside links open in a new window.
4. Do your research. With so many great tools around at the moment like Google Keywords, Google Insights etc, you can actually find what people are looking for then put a spin on it for your particular area of interest.