72. Internet Advertising Strategies for Small Businesses

Your Web site is finally live ? now the real work begins. If you don't spread the word, your fabulous new site will be like the proverbial tree in the forest, falling with no one to hear. Luckily, Internet advertising can help you reach millions of people at a fraction of the cost of traditional marketing techniques.

Before you begin seeking out advertising avenues, develop an advertising budget. If you don't have the funds to wage a large-scale campaign, don't panic. There are many online advertising options that are inexpensive and effective. Next, give serious thought to where you want to place your ads. If you sell a particular type of product, do some research and buy ads on sites that offer complementary products or services that tie in with what you sell.

If you need to reach a wide variety of people, a popular general interest Web site would be the best place to start. Here are three of the most popular online advertising strategies. Link exchanges can be great, especially if your advertising budget is limited (or nonexistent). Find merchants that sell complementary products, and offer to trade text links or ads with them.

If you're just starting out and your site doesn't get a lot of traffic, you may not get a one-to-one trade; be prepared to make concessions, at least until you have a track record ? and traffic ? to point to. That said, most companies won't turn down an opportunity for more exposure, so you'll probably find a few willing to exchange links with you.