Use online advertising

Purchasing banner ads and pay-per-click (PPC) advertising on Web sites or in e-newsletters that reach your target audience can bolster your customer base.

I recommend: Sign up for PPC advertising programs, such as Google AdWords, which also publishes a set of Editorial Guidelines for writing banner ad copy. Get help creating, downloading and publishing your ads with Flash Banner Now, BannersOnline.com or Hey! Banner Banner!. Other sites to consider include Yahoo! Search Marketing, for general purpose PPC ads and Business.com if you sell B2B.

Take advantage of everyday email

With every email you send, use a signature file or "sig file" where you can include a variety of information, including your URL, links to your Web site, store location and hours, upcoming sales events and current promotions. Always include an option to "forward to a friend" to increase the reach of your emails to new prospects.

I recommend: Google provides free sig files and a list of annoying sig files to avoid. Find a list of sites that offer still more sig files at Yahoo! or see how to create one yourself at WorldStart.com.

Get familiar with online forums

Community forums are like an online coffee shop where people with similar interests gather to chat. By becoming a regular in forums that address the needs of your potential customers, you can introduce your business to them in a way that doesn't involve in-your-face advertising. Be sure not to overtly advertise or promote your business in a forum; it's considered rude and could get you kicked out.

I recommend: Most forums have their own rules, but you can check out basic forum etiquette rules from N'etiquette.com. Forumer has helpful advice on using forums to promote your business.

Send email coupons

Reach new customers by emailing coupons. To find names of prospects, buy or rent a list from a broker. To avoid being labeled a spammer, make sure the broker uses opt-in procedures rather than harvesting email addresses online.

I recommend: Search for list brokers at the Direct Marketing Association's (DMA) Yellow Pages. Make coupon mailings easier with help from online services, such as mUrgent's e-Coupon Club, which offers custom designs and templates.

Offer an e-newsletter

By creating a quality e-newsletter that's filled with must-have info, you can gain placement on directories for e-zines and e-newsletters. This added visibility can introduce your business to new customers.

I recommend: For help creating, managing and distributing an e-newsletter, try Constant Contact, a Web-based email marketing service, or ENewsletterPro software. Submit your e-zine to directories like the E-zine Directory, the E-zine Listing or E-zine Locator.