You can use a very different make up and hair style on cam from the one you normally use in real life in addition to the wig.
Since I like to keep my privacy, I never promote myself, I just let the websites do it for me. I leave that for the popular girls who want to become stars or just want to make tons of money out of this.
Chances are that the more promotion you get, the easier you will be found on the Internet... you will take less risks without the additional promotion... however, the risk is there.