Web hosting is just like any other business – to ensure that it grows, you must first let people know that you exist and then make your presence felt by offering service of the best quality so that your fame is spread through word of mouth and other means. Web hosts have a range of advertising options to choose from:

• Take advantage of web host directory listings: The yellow pages of the web, directory listings are a godsend to both clients looking for services and products and for the business houses offering them. Their search is narrowed down to a few sites rather than the entire Internet. Advertise on various directories to widen your reach; while some charge for services provided, others let you list your site for free. Directory listings also improve your search engine ranking.
• Use web hosting forums effectively: While most forums expect you to follow their rules and not include links to your site inside your post, you are allowed to use links in your signature. Make your presence felt on various forums by contributing intelligently to the threads of conversation and simultaneously getting a ton of free publicity in return.
• Use search engines to propagate their services: Paid or unpaid, it pays to show up on the top 20 search returns in popular search engines. It takes a lot of effort and time to design a webpage with the right meta tags that’s optimized for search engines, but with the right designer and writer, you can establish yourself among the best in the business. As your popularity grows and other sites link to you, your ranking climbs higher on search engines.
• Some CPC advertising helps: Advertise your site on other sites that deal in related topics, services and products – like those that offer web design and development services. Users who visit these sites are likely to be looking for a web host and you may just be the one they choose. Cost Per Click advertising works out to be a cost effective option because you pay only when someone actually clicks on your link and not otherwise.
• Offer services for free: If you’re just starting out, it pays to offer small businesses free hosting services in return for your advertisement on their site. Viral marketing as it’s called is a very effective marketing tool on the Internet for most businesses and works really well for web hosting in particular.

This article is contributed by Sarah Scrafford, who regularly writes on the topic of top web design schools.