Now that you have created a Web site to conduct business you need to take steps to promote your site to generate traffic and sales leads. Taking a synergistic approach usually works best, meaning you will want to use a combination of online and offline promotional activities to build traffic and awareness. Below are tips to help you market your site successfully.

Online Promotion:

1. Register with search engines. With 85% of Web surfers finding sites to visit through the use of search engines and directories it is important that your site be one of the choices. Before you register with search engines make sure your site is properly prepared for linking, such as including tags.

2. Request links from complementary sites. A good place to start is with associations, clubs and professional organisations you belong to that also have Web sites. Requesting strategic links from Web sites is common practice and you will find that if you draft an email and send it to a site requesting a reciprocal link, the response is generally favourable.

3. Spend time using Newsgroups and Usenet finding discussion groups that pertain to the content on your Web Site. When responding to previous postings, make sure you quote your Web site address as this will help to increase traffic to your web site.

4. Banner advertising on other Web sites that your target customers use can bring traffic to your site. Rates vary from site to site as do the minimum impression number. Many search engines serve ads based upon the keyword a surfer inputs for a query, which hits your target market effectively but may cost a bit more.

5. Encourage communication with your customers by making it easy for them to contact you by email, fax, phone or visiting your physical place of business.

6. Capture and communicate with your visitors by giving visitors the opportunity to join a mailing list. Having an opt-in mailing list is much more effective than spam as the recipient wants the information. Share your expertise, offer specials and announce new product/services by emailing a regularly scheduled newsletter.

7. Nominate your site for awards. Winning an award can boost traffic and help build creditability.

8. Change your site content. Keeping something new on the site will encourage visitors to return to your site. Changing content will also assist with search engine listings, as some search engines will drop sites if the content does not change periodically.

Direct Marketing:

1. As you re-order business collateral (business cards, letterhead, invoice forms, envelopes) add your Web address.

2. Reference your Web address on your phone system messages, whether it is an hold greeting or voice mail greeting.

3. Add your Web address to all advertising, such as print ads or radio.

4. Offer reasons to revisit your site. Running online promotions, contests and sending regularly scheduled newsletters are all effective ways that generate repeat traffic to your site. Customizing your email signature block with an enticing offer and hyperlink can also generate additional traffic.

5. Issue press releases as you pass milestones. This may be the signing of a large partnership or product/service announcement. Press releases can be a very effective way to boost traffic and awareness for the site and your company.