A good web designer will make this a part of the package. And don't confine your publicizing to online. You will need to ensure that people who visit your website will want to come back frequently. Do this by changing your content on a regular basis. For example, if you have informational reports that they can download for free, rotate the reports so new ones are available at least every two weeks.
Contests can be a good idea, too.
For example, give a free product to the person who collects all the clues that you sprinkle throughout your website over a two month period.