If you’re a one-man team or a small business trying to get by without a publicist, it’s pretty easy to get drowned in all the details. Social networking, talking directly to people, managing the press—it’s a thin line between success and failure, especially when you’ve got a business to run at the same time.

Here are some ideas to help bring more people through your door.

Work the Net
Social media lets you voice your opinion on just about anything to everyone–right away, without any media filter in the way. The biggest advantage is it’s completely free. But, remember that there is a huge difference between Facebook and Twitter and using them the right way. You have to really focus on honing on your social craft.

I suggest you use Twitter to build relationships with others instead of advertising your company news. Twitter isn’t the place to spam your latest offers. It’s a chance to work new relationships and get momentum going. Try to help people and show others what you're working on too. About to launch your latest trial period? Tweet it! Help the people you casually browse by marketing their articles, especially if your followers might want to read them. They will return the favor, escalating your publicity, and your followers will be more engaged with what you have to say.

Keep in mind that Facebook and Twitter have their own pluses and minuses. The chatter on Twitter moves pretty fast. There seems to be an average attention span of zero when you use Twitter, whereas Facebook is more like a collective bulletin board, where people talk for pages at a time. You shouldn’t spam people’s Facebook pages with constant updates, but feel free to post pictures and videos that help them experience what’s going to be going on with your business.

The more you put yourself out there, the more you’re going to show up in search engine results, and the more people you’ll have walking through your front doors.

Tune Your E-mail
After you’ve amassed thousands of e-mail addresses, use them with precision to make yourself a success. There are services that can help you organize your e-mail so you motive others to come your way, instead of making them unsubscribe from your mailing list. Think about creating separate lists for dedicated fans, press, angel investors, etc., so you can e-mail highly targeted, specific material to each group, rather than filling everybody’s inboxes with random blasts they’re not interested in.

Give your subscribers a reason to read your latest e-mail. Include easy tips, a personal message from your team, or seasonal offers to keep your company fresh in their mind. How about a free something if they checkout with a print-out of your email?

Keep It New and to the Point
When you’re addressing the press, conduct extensive research before you say a word. Does the company you’re talking about have a lackluster performance record? If so, why? While you’re at it, have your e-mail structured in a way that reads as friendly and easy going, and don’t get the names mixed up.

One more way to grab attention is to launch something new that builds upon your reputation as a growing business and offers a unique, fun, and out-of-this-world perspective. But, I advise you work these angles in a more limited capacity.