What is the effective way of online marketing
We built a web site because we want to own our online marketing. While Facebook is hot and a viable part of our marketing, Facebook can (and does) take down business Pages based solely on the complaints of others. In other words, you do not have control of your marketing investment.
So are you thinking long term or short term?
before even venturing out to off page marketing, i'd ensure my on page SEO is solid. w/o solid on page SEO, all external marketing initiatives are short lived in my opinion. once SEO is established, employ a mix of article marketing, press releases, blog and forum commenting complimented with a bit of social media marketing
As fact would say that people will only care to listen/read about things that are of interest to them, I would have to say that for me, the best online marketing strategy is through community establishment. By finding the right niche to advertise your service/product, your efforts will not be in vain as compared to blindly shooting here and there for the sake of "advertising" per se. Joining forums that are related to your business, should be exploited in such that people within the said community will have a high chance to follow through with their interests and may inquire to you. But then again, that's just one part of the many ways in which you can gain profit.