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Diversify, Diversify, Diversify I am sure at one time or another you were told, that to successfully promote your business on the Web you need to diversify. The more sources of traffic you have the better off you are. I know that does not seem like a very profound statement since the idea has been floating around since the first salesperson tried to sell the wheel, but it is amazing that so many people seem to ignore this advice or simply do not take it seriously. As the CEO of a well established Internet promotions business, my staff and I have helped many companies build a very successful online presence. In each and every case we built their business by diversifying their traffic. By the same token, most people setting up shop on the Internet are doing so with limited money and limited personnel. You need to establish a plan of action. Figure out what services you are willing to pay for and what you can do on your own. Currently most of our clients have gotten the best results from being at the top of the search engines and having an effective e-mail campaign. E-mail is easy and very effective. Placing classified ads in e-zines can bring you a lot of exposure at a low cost. If you have your own e-zine you can usually get a lot of free, targeted advertising by swapping ads with your fellow publishers. If you want to come up at the top of the major search engines you have a lot of work ahead of you. It takes a lot of time to get your site to the top and once it is there, your job has just begun. There are thousands of people trying to get their site to the top, so it is a very competitive market. We usually tell our clients that if they are going to pay for anything, they should pay a search engine tech to get their site to the top and maintain it there. We have such a person on our staff and he has helped our business tremendously. If you do decide to go that route, I would suggest finding a quality company that only charges you for the visitors they send you. Many companies will charge you a large setup fee and monthly fee, no matter how much traffic they actually generate for you. So now what? You have a good e-mail campaign going plus you are getting regular targeted visitors from the search engines. Is that good enough? Heck no! There is so much more you can do to advertise your site. Setup a banner pay per click program, follow up on any and all leads you may get, keep in touch with your past clients and contacts, do a press release if your product is unique and newsworthy, etc. etc. etc. The Internet is full of the information you need to succeed, you just have to take the time to find it. BRIAN WELCH is President and CEO of Perfect Presence, Inc., an Internet service company that offers top 20 search engine placement, targeted e-zine advertising, press releases, url plates and reliable full service web hosting. Mr. Welch can be reached at his office at 1-877-689-5102, or via e-mail at brian@perfectpresence.com FREE OFFER! Visit http://www.perfectpresence.com/promo.html for a FREE SUBSCRIPTION to NET NEWS and get the inside scoop on what's new, what's hot, what you need to know to stay on top of the latest trends on the Internet! Day Installing Ornamental Address Signs! 
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