[MUSIC] Actually building your website is only half, or maybe even one-tenth of the battle. The more significant challenge is attracting and re-attracting visitors to your site, so you can sell to them. In general the more traffic that you can manage to attract, and the longer you can keep these visitors on your site, the more opportunities you have to sell your product. Depending, of course, on the quality of your content as we discussed earlier. In this video we will explore the subject of online marketing and promotion. In other words how to drive business to your website. Although a variety of different electronic techniques will be discussed it should be remembered that one of the most effective ways of attracting business to your site, direct navigation, has already been mentioned. Put simply, one of the most common ways that users will find your site is by directly typing your domain name, or what they think your domain name is, or what your domain name should be, into your web browser. For a large number of users this is the first thing they will naturally try. So as we've already discussed, having the appropriate set of domain names, particularly the .com, but also the country specific domain names. Is absolutely critical. Of course this strategy will only work if the potential customer already knows you. If they're not aware of your existence, how can they type your domain name? Many of the techniques that we will subsequently discuss in this video focus on overcoming this challenge, by helping to gain visibility in front of the appropriate consumer. The use of search engine marketing, both SEO and paid search engine marketing, display advertising, and even email marketing, all focus on reaching out to the customer and making them aware of your hotel and its services. With all of the hype about online marketing, it's also important not to forget the basics, and what is still highly effective, which is traditional media. To reinforce direct bookings, the website's address should be incorporated onto everything, business cards, brochures, letterheads, anywhere you could possibly list your address.