What are tried (and personally proven) techniques to market a new website?

[maxpr]

I have been hashing out plans to launch a custom coupon website in the coming weeks. My biggest problem in the past is proper marketing of my previous web ventures...aside from the obvious Keyword/Ad Sense via Google and submitting articles (for link backs etc.); what techniques have you guys used (successfully in terms of increased traffic or increased income) in the past to increase traffic to your sites?

What should people avoid? What should they pursue?

Any free techniques, perhaps? If so, what works for you?

I think a lot of guys on the boards would appreciate any input into this topic from guys who have been successful in it!

Thanks.

[officer_dibble]

For a big launch, think PR. You ideally want to get into the mainstream media. Some investment needed but the pay off can be more than worth it. The media won't generally travel though so whatever you do has to be the city where they are based.

Surveys from credible sources (eg Mori) will run to a couple of grand but can be turned into press releases that some (many?) news agencies will just run with. You might even be able turn it into a TV/radio appearance or two as the expert on the topic.

Stunts with a great photo opportunity can attract the media on a slow news day or an event day (eg Valentine's Day). Or try and tie it into something that is already newsworthy.

Celeb quotes/endorsement can also help to get noticed. Who do you know who knows someone...

Otherwise starting from scratch is always hard. Video virals can be effective but hard to find the right creative that flys. Again tie into something that already has a lot of interest eg current film etc.

For any of these it always helps to find a bigger partner eg a company in a related but not competing business. Think about what you can offer them before you make the approach though but you might be surprised how little you have to offer to get a big name to endorse it.

[preneur]

Hey maxpr,

I completely agree with officer_dibble's reply. PR is a great tool to use to market a website. Going analogue and taking your online marketing efforts offline is a great way to drive traffic to a website.

In your particular case, I'd be looking at some affiliate marketing techniques. Find people who have lists of end-users who would want to experience your site, team up with them and get them to promote your product. Maybe you can offer a cost-per-lead or cost-per-acquisition model where you pay $1 for every visitor that comes to your site and joins or signs up to your membership. You may also give them a commission. If it's a paid membership coupon site that costs $10, you can give an affiliate $5 commission every single month that referral stays a member. It's a great way to get endorsed traffic to your website. You can do very, very well leveraging off their hard efforts to actually build a list rather than actually trying to go and build one just on your own.

Cheers,
Pete

p.s. This response was actually transcribed and posted by my virtual assistant.