In my experience, many people who are just starting out with businesses operating via the Internet, do not use suitable 'linking' opportunities with other 'like' websites. The number of people who fear linking in case their website is bypassed in favour of another is very large and surprising. My website is linked to those who I feel offer a complimentary quality of content, product and service to my own.
Thus I am able to offer visitors to my site a bigger choice and that all important 'added-value' that all the business gurus go on about. I am very careful whom I link with and ALWAYS check out their site and to whom they are linked BEFORE I agree (this is very important as the most respectable websites can be linked to some funny sites).
By linking with others, you very much increase your own exposure and also come into contact with some very good ideas to help promote your own business. Never link with someone without a reciprocal link to your website. Take my word for it, Linking makes the Web go round!