A lot of businesses easily get caught up in simply having an Internet presence without actually maximising the opportunity that it offers their business. In order to make the most of these opportunities, it's a good idea to implement a strategy to drive traffic to your site.

Following is a brief summary of things you may consider when marketing your ecommerce business:

• Maintain your search engine registration with a range of key word listings - choose words that would commonly be used for a search in your industry
• Establish links with other complementary sites
• Register with site directories relevant to your industry or area of business
• Advertise your URL (web address) on all business collateral
• Post brochures as pdfs on your site and encourage customers to download them
• Display your newsletter on your website and issue e-mail alerts to announce a new edition
• Announce promotion winners on the site and post schedules and timetables
• Establish virtual communities via chat lines, discussion forums and the dissemination of current and relevant information to your market
• And last but not least, keep the content fresh and up to date so there's always something new to see on return visits.