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As many have said, it helps to become a regular contributor to forums and blogs that target readers of your genre.
I'd also say that it's very valuable to have a central webpage or blog that provides in depth statistics. My webhost, for example, gives me a daily accounting of my number of visitors, which websites those visitors were referred from, and even what people typed into search engines to get to my webpage. That information helps me to know where readers have taken enough of an interest to follow me back to my site, and then I know who to feed with which kinds of promotions. Without good statistics, sometimes you can feel like you're throwing stuff out all over and getting a lot of hits but not retaining any fans. Good statistics will reveals some comforting and useful trends that can help you target your marketing.
Good luck to you.
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