When we speak about viral marketing, we are not talking about newest disease. We are not talking about a Mad Cow Disease variant or something that you need to be vaccinated for. In fact, we are not referring to a disease at all.
What we are talking about is literally most powerful traffic generation technique available on internet. Viral marketing is so powerful that it makes search engines look small and insignificant in comparison. Even link exchanges, as powerful as they can be, wilt into oblivion in comparison.
What you do with viral marketing is create something, anything, that visitors will want to give to other people. This thing, whatever it is, contains a link and perhaps a short advertisement for your website, ezine or ebook. So far so good, this is just good marketing. The viral part comes in because people who receive these items want to give them to other people, who in turn want to give them away also.
So you see? What you get is an explosion of marketing for a very small price. It's actually kind of like an avalanche, in that you throw a snowball down a slope and it just grows and grows until whole mountain of ice and snow is tumbling down.
One very cool viral marketing technique that any web site can take advantage of is greeting cards. I'm sure you've run across these all over web. You select a graphic (a drawing, photo or other image), perhaps a sound file and add some text. This is sent to one or more people via email. These people open email and click on a link to view their card. They, of course, have option from here to visit your web site and perhaps send additional cards to other people (or back to sender).
If your cards are good enough, you can find this technique alone will generate an incredible amount of traffic. Of course, you have same problem with greeting cards that you have with your web site - you have to get people to it to begin with. Once you do that, however, you will find that it becomes more or less self maintaining. The more traffic you get more you generate. Just make sure that all of your greeting card pages are listed in search engines, well displayed on your page (and perhaps all of your pages) and advertised elsewhere as much as practical.
In fact, it's a good idea to spend as much or more time marketing greeting cards as rest of your site, since these tend to create visitors exponentially, while your site is linear.