There are a variety of options for selling online...

Getting up in the natural listings of search engines takes time, and some think it's the 'all important' way to get sales. For some, that's true. For others that have already made it to prominent positions, you may be surprised to know that even with that the vast majority of their customers still come from other means.

Unless you are a millionaire with large amounts of money to risk on failure, a marketing budget will be decided by what you are prepared to risk and/or can afford. For example, lets assume you decided to try a PPC (pay-per-click) campaign. PPC campaign needs to be 'tweaked' until they are right. You will realise errors in the campaign only after you have made the mistake. Sometimes you have to do something wrong to get it right...

                  Failure is simply the opportunity to begin again, this time more intelligently. Henry Ford

Different things work for different businesses and so there is never one key way to 'market'. Knowing how to make the most of the options around you will help you to determine the best way forward. Finding the right balance can be the difference between just having a website and making a healthy and lucrative living from one.