Unfortunately, however, you can go wrong with online promotion. If a giveaway proves too popular, your site could be overwhelmed by freebie-seekers. If you pick the wrong domain name, you could be lumped in with Web sites in another industry unrelated to yours. If you change your content frequently but neglect to make archived files available to visitors, you could turn off people who liked what you had last week.
In the end, though, the difficulty of making your dotcom stand out is more than matched by the many proven techniques for doing so. "If you learn how to use the principles of Web marketing, you can raise your profile so you can influence hundreds of thousands of people," says Ralph Wilson. "It's not easy, but it's a tremendous opportunity."
Mark Henricks is an Austin, Texas, writer who specializes in business topics.