Web site promotion encompasses many activities. If you're creating a Web site for an existing business then your promotional efforts should include many offline efforts as well as online. In fact, online promotion is seldom as productive as offline promotion. People are inundated with online promotion every day and we tend to ignore such web site promotions. However, if your company buys ads in print and broadcast media, your ad campaigns should include the URL of your Web site.
Authors often buy book marks and book plates to help promote their books.
Any printed material you create to promote your book should also promote your Web site. For that matter, you should do whatever you can to get the Web site mentioned in the book. Don't worry about whether the site will exist in five years. If people see you had a Web site once, they may try to find any new site you've created. Online Web site promotion is big business, but most Webmasters cannot afford to purchase banner ads or start up affiliate programs.