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Whether your website is an extension of an offline business or your business is run completely online, its success or failure is determined primarily by your website marketing strategy. Although its core foundations are similar to marketing through traditional media, website marketing is virtually unlike any other marketing you may have done. When it comes to a small business, I firmly believe that all marketing should be based on the classic marketing mantra: attention, interest, desire and action. Having these four aspects as part of any marketing plan, through any media, will provide a solid foundation for success. In this article, I'm going to take these classic marketing keys and discuss the crucial place they have in marketing your website on the internet.

Any marketing strategy must be aimed at garnering maximum attention of the prospective buyers, in other words the intended audience. This is the golden rule of advertising. In the online marketing domain, increase in incoming traffic to your website or portal is regarded as a true measure of the success of your advertising efforts. People often get lured by the notion that what actually resides on your website generates the traffic. Well, the number of keywords and incoming links to your website are the real reasons for the popularity of a website. You can either labor yourself to grab attention of surfers or you can available expert help.

On the internet earning your traffic results in you being found in what are called the 'free' or 'organic' search results on the major search engines such as Google, MSN, and Yahoo. When your prospective customers do a search on terms of interest to them using one of the major search engines they will be presented with a list of web pages found that the search engine believes is the most relevant to them. These are the 'free' or 'organic' results. They will also see ads, but that will be discussed below. Many people are under the assumption that the highest raking results they get on a search engine are the 'best' in some way. In this game it really is winners take all! If you are not on the first page of results the attention you attract is greatly diminished. In fact, if you don't make it to the second page of results, then you often might as well not even be in the listings at all because folks usually won't search past the second page at most. This type of web site marketing is often referred to as 'search engine optimization.' You can hire a search engine marketing firm or learn how to do it yourself. Winning at this game is not rocket science, but it is part science and part art that requires a constant work and attention to maintain your success.

One of the most effective ways to increase internet traffic is buying some form of advertising. One of the most pervasive forms is banner advertising. Originally, these were very popular forms of advertising, but as they became more prevalent, their effectiveness waned. They can still be effective as long as you have a clear marketing strategy and are able to track your advertising statistics. Text advertisements are probably the most common form of internet advertising today. Google has paved the way, and if done correctly, your internet traffic can multiply quickly by using Google ads. MSN and Yahoo also offer text advertisements on their sites. One downside to text advertising is that the cost can add up fairly quickly, depending on how many hits you receive for your ad. Each time a searcher clicks on your text ad, the provider charges you a set amount. Another way to increase traffic to your site is to buy traffic from someone who has an e-mail contact list or has a lot of traffic on their site already.

Any approach to publicizing your website or portal must begin with the aim of grabbing attention of the web surfers and internet addicts. To grab attention, you must deliver your message to surfers on websites they frequently visit. You can publicize your website by doing the hard work yourself or by availing expert help, or a mix of both. Doing it yourself means you will have to commit your time, energy and money. It might sound daunting but ultimately proves to be cheaper as well. Availing expert help can get your results without eating your time. To set the cash registers ringing, it is suggested that you develop your own mix of both ways suited to your own needs and resources.