Some of these services are free which makes this worth further exploration. Of course, the catch here is that you will have to have a banner placed prominently on your web site, typically on the top or at least positioned so that it is viewable without scrolling. Some require only the the opening page while others require it on every page. Make sure that your web host will allow this type of advertising and check to see if there are specific restrictions. (For example, check out the Banner FAQ section for Yahoo Geocities sites.)

Web Rings is similar to the Banner Exchange programs and has some advantages. Typically you join a ring that is composed only of web sites that seek the same audience type with interests in similar services and products. The banner or link is typically allowed to be on the Bottom of your page(s) so it will not interfere with your content or be as obtrusive/ annoying as one placed on the top of your pages. As a former member of a Gamers Group, we agreed to have a single page composed of member submitted banners. Placement on this page was alphabetical. Main pages of member sites typically had a navigation button titled "LINKS" to this page or "ALLIES".

Check into this further through Yahoo's Banner Exchanges Category and at the following:

Banner Network
http://www.bcentral.com/services/bn/default.asp
Also includes other site management and promotion ideas.

Webrings
http://www.webring.com

Purchasing Advertising

Another advertising method involves paying another site to have a banner or link promoting your site. To be effective, it must be a site that draws the type of users that may have an interest in your services or product. More sophisticated sites only display your ad on pages containing information that is directly targeted to your intended audience. Some use a rotating images banner where your ad is placed in a pool with other ads that move into and out of the advertising space. Even more advanced systems use cookies on a user to determine their interests and will rotate your banner into the system only if the user cookie indicates an interest in your type of product/ service.

One method of payment for this service is to give the web site owner either credit towards purchasing your product/ services or to give them a percentage of the goods purchased as a result of a visitor coming from their link to your site. The usual method of payment involves paying the site owner based on the number of visitors they draw to their site. The E-Commerce text book explains that the rate on a small site may be $50 to $100 per 1000 visitors. Based on my research of banner ads cost and effectiveness, I only recommend pursuing this avenue if the site is seeking to create a brand. In general, it has not proven to be very effective in drawing visitors to a web site.

Additional suggestions for promoting the web site involve using Customer Relationship Management (CRM) techniques such as creating a Topic Related Message board, offering Free E-mail Service (zzn.com is one source to create a brand name, free service), offering a monthly newsletter that the user can opt-in for and others as listed in my MidTermProject. Finally, set up your E-mail with an automatic signature that lists your web address. If you use an online service to compose your e-mail, have the person who sets up the accounts, set this up for all accounts created.

Off-line Methods

Suggestions that should be quite obvious:

Include your web site URL in all your publications. This would include placing it in the footer of your stationary. In any newsletters or brochures. All your radio or news releases. On business cards. While you're doing this, be sure to include individuals e-mail addresses.

If you use an answering system, include the URL in your outgoing message.

If you have a place of business where you may post items, be sure to post your URL there also. Maybe even have a nice image made of your opening page with the URL listed on it.

Helpful Links

PromotionWorld.com
http://www.promotionworld.com

How to Succeed in E-Business
from Winmag.com's August 1999 article.
http://content.techweb.com/winmag/library/1999/0801/fea0057.htm

WilsonWeb
http://www.wilsonweb.com/webmarket
Many free e-commerce resources and articles. This site is huge!