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Internet marketing is only one part of a business's overall marketing strategy, and, as such, it shouldn't be thought of as a separate activity from the other parts of the marketing mix. It can be considered as a subset of your promotional program.

Internet marketing is more than just having a web site. It also includes all the activities desiged to bring attention to your website's existence... getting the prospects you want to visit your site... and, once there, getting them to take the action you want.

Having visitors take the action you want is called conversion. Conversion for your site could be a phone to call you, or a form they fill out... or maybe just a bookmark so they can return to your site later.

But in any case, if your website isn't attracting the specific type of prospect you want, or, if your site visitors aren't taking the action you want, then your internet marketing program isn't working.

So how do you get your website found? Well first and foremost there are the traditional promotional methods such as newspaper advertising or brochures. These direct prospects to go to your website to get more information, or to do something.

Then there are the internet specific channels: an ad on someone else's website... or a link from a web article pointing to your website ... or having your website show up when prospects search for your service using search engines like Google or Yahoo.

To figure the right activity, or combinations of activities, to attract prospects to your website begins with knowing exactly who you are trying to attract... and what they do when they begin to look for a service like yours.