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If it caters to a certain group, like techies or musicians or something like that, do a search on AIM for buddies, and put in the topics that the site pertains to. Don't start spamming them, IM them, say hi, and say you found their name using a keyword search. If they seem to be interested in the subject, mention that you have a site and ask if you could have their opinion on it. maybe create a guest account for them to log in as just to look around. If they have any suggestions, the site gets better. I fthey like it, they'll tell their friends.
Or, if you want to kill two birds with one stone, advertise on TFP, at least for the company one. For the personal one, having it in your profile will get more hits than you'd expect.
BTW, It's good that you avoided plugging the site, the fact that you explicitly avoided doing that is what made me actually think about your question.
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