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5. Word of mouth I have told everybody I know what I am doing and there are rafts of redundancies occurring in my former industry. These are all bright people with a pocket full of money. They look at my site and like what they see - they tell their friends.
6. The press I refuse to pay for unfocused advertising which nobody looks at, even in specialist magazines. My advice would be to call editors up and tell them that you are doing something that nobody else is doing (in their field) and that you have included a free link to their publication as an information service on your site. Would they be interested in doing a small write-up of your site for their next issue? If you can get them to do this, you will get much better traffic generated than a standard advert and for free! They won't always do this for you but hey, nothing ventured, nothing gained.
7. Reciprocal links I offer a lot of links to other sites on my own pages and I have called them all personally to ask if they would include a link back to me. Normally webmasters are quite good at this and will try and accommodate you. This is especially advantageous if site you link to has high traffic. Information sources are amongst best of these - find a high traffic site that covers your area of commerce and link to it/get reciprocal links.
8. Banners My experience tells me to forget it - when's last time you clicked on one.
9. Be Discrete I belong to lots of e-mail lists and occasionally, someone asks for help on a topic that I think my website would be useful for. I don't send a whole sales pitch in to those lists but send in a very low key reply addressing their specific question and mentioning my URL as an additional resource. This has paid dividends and has not upset any of list members.
10. Write an article for an opt-in list such as this one! All publicity is good publicity and if you can help others by sharing your knowledge with them at same time, all better.
Byron Hunte Sprant Limited - Insurance and Resources for UK eCommerce Startups http://www.sprant.com