Run short-term specials. Internet users love a bargain, and sales are a sure way to capture attention. Use short sales periods to motivate people to act — giving them three months to make a decision will just help them avoid making the decision to buy. Let users know that the items on special are always changing to encourage them to visit your site regularly. And get creative with your specials. For example, consider giving away a free gift rather than going with a straight price discount.

Piggyback on hot topics and trends. Internet users often look online to learn more about interesting topics in the news. Creating a link between your business and a hot news story can be a great way to attract visitors to your Web site. This is a common tactic used by public relations firms to get media coverage for their clients, and could work equally well for you. For example, following a significant tax ruling, an accountant could write an article for your site about the impact of the ruling on your customers or local businesses. Note: Care must be taken when piggybacking on a sensitive topic.

Update information regularly. Why would a Web surfer want to return to a Web site that rarely changes? Keeping your information up-to-date sends a message to visitors that your company is current and serious about doing business.

Hold a contest. This is a great way to get visitors excited about your Web site and what you do. Consider asking users for feedback, so that your contest doubles as a market research tool. Prizes don't need to be extravagant, but should be fun and appropriate for your target market. An added advantage: You can ask entrants whether they want to be notified of company news and information when they enter your contest. Note: To protect yourself legally, ensure that you are following any federal or state rules that govern this type of promotion.

Send out an e-mail newsletter. This popular promotional tactic is an effective one. Don't expect to build a list of thousands of subscribers, but focus instead on building a high quality list of targeted readers. When sending an e-mail newsletter, keep it short, informative. Company promotions are expected, but don't overdo it. The list management tools and reporting tools in Microsoft List Builder can help make your newsletter a success.

Join niche e-mail groups. If you have the time, participating in a targeted e-mail list is a great way to connect with potential customers and keep reminding them about your business. An e-mail list is a community of subscribers who are interested in a particular topic, and may exchange between 10 to 100 e-mail letters daily. Participation in an e-mail group works best when your company services a niche market. For example, the owner of a pet store might join a mailing list for pet owners. By participating as an expert, the store owner is able to promote his business to a community of prospective clients. Note: When participating in e-mail lists, keep the content of your e-mail non-promotional, while using your signature line to provide a brief promotional message.

Know your customers. An understanding of the needs and goals of your clients is the best way to ensure that your marketing efforts are effective. Statistics and tracking reports will help you gauge the interests of visitors to your Web site, which is a good reason to utilize Microsoft FastCounter Pro, a site-traffic analysis tool. Web site usage statistics will help you understand how people come to your site, and what they do once they have arrived. Are they finding what they want, or do certain pages on your site trigger them to leave? Was the contest you ran successful? This understanding will help you hone your online marketing efforts.