A newsworthy contest in the third quarter, for which we'll try to get full media coverage through press releases and calls from a PR agency. Then decide which of these activities to carry out in-house and which to outsource, attach a dollar value to each, and provide for them in your marketing budget. Your marketing plan may look much different than this, but you must give visitors a reason to come. Many sites I visit are pretty slim. Yes, they give information about the company and its services, but nothing you'd want to bookmark.
Content is primary.
When you offer a public service, you suddenly become newsworthy. Trade journals and magazines begin to mention you, and traffic follows. Give visitors a reason to come, and they will. Free wool scarves to the first 50 people who visit our store for our annual One-Day Ski Sale on December 1. Give them something free, then try to sell them something.