Don't underestimate the power of one-to-one marketing just because you're online. One-to-one marketing has the highest return rate because the customer knows you've gone out your way for them.
If you post on forums, facebook..what have you, if you see an opportunity (someone questioning or asking about your market) you reply to it then follow it up with a personal message containing links to your site. MSN, AIM, Yahoo! Messenger again are all good ways to one-to-one with clients on a networking site.
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