How do we increase API adoption? One method is by making the web service more discoverable. In this presentation, I explore 3 areas of API marketing; visibility, usability, and advocacy. In it, I outline discovery formats and API definitions that can help create more usable front ends. I list the the API directories and marketplaces that catalog REST services to make your interface more findable. Also, I describe best practices for crafting usable APIs, and strategies top evangelists deploy to build effective developer communities that convert developer visitors into developer users.