We all understand the concept, “if I build it, they will come”, but does this strategy really apply to the web? Not necessarily.

About a week ago, I launched a new website for a strategic partner, MAMMOTH Distribution, which sells portable generators, water pumps and small engines. I’d consider the site to be a very traditional e-commerce setup.

As with most new sites, I had ZERO visitors the first evening that it was up. This was no surprise. I’ve launched several sites in the past and have been in this same situation dozens of times.

How do I compensate for having a new website with an immediate lack of visitors and a site that’s not yet indexed in the search engines?

There are a few keys strategies that I use to build up immediate visitation to any new e-commerce sites that I launch. I’ve outlined two main concepts that I think you will find helpful for your site:

1.) Craigslist– If you post an advertisement for your product(s) on Craigslist, you’ll get viewers to that ad. Make sure that you also post your website address, as this will help drive people to your site and build your inbound links for search engine indexing.

There are a few key strategies to keep in mind when posting to Craigslist to prevent your ad from being removed:

• Don’t post the same ad in multiple categories or in multiple cities, or it is certain to be flagged for removal
• Be specific and include prices and where/how to order
• Don’t use an permanent account or it will be easier for your advertisements to be tracked and flagged for removal

2.) Online PR – This concept is very straight forward. When you launch your website, continually create press releases that you can syndicate online through various PR sites. Some PR sites are free and some are not. I’ve outlined a few topics and websites that I like to use:

Possible topics:

• The launch of the website
• Any new strategic partnerships (web developer, new brands, etc.)
• New employees/partners
• New contracts

My favorite PR websites:

• PR.com (free)
• PRLeap.com (free)
• PRZoom.com (free)
• PRWeb.com (Not Free)

There are a number of additional PR sites that I use, but this should keep you busy.