Elizabeth Marsten

Web marketing encompasses a wide range of electronic means to get your product in front of potential customers. Market your product through your business's website, through other people's websites, in their e-mail, or on their phones — nearly everywhere. Market your goods and services effectively by using tools like such as strong SEO terms and pay per click, and by analyzing your marketing campaign every day.

As a web marketer, finding “dead” pages will help keep your site running properly. Your site may have pages search engines never seem to find. Those pages may be buried deep in your site navigation, or you may have search roadblocks that shut out the search robots. Whatever the case, dead pages are missed opportunities.

Most web marketing reporting tools don’t show referrer data front and center on the main dashboard. You need to drill down to find and retrieve it. Using Google Analytics as an example, the following walks you through the steps of finding your referring sites and introduces the common metrics you see along with those sites.

MSN adCenter can be a useful tool for web marketers. After you gain experience, you may want to adjust your keyword list. When you created your account, you may have chosen to accept the default options when you entered your initial keyword list. If you did, the match type was broad and the maximum CPC was applied to all keywords in that ad group.

Facebook has a lot of marketing tools, and you can use them once you set up your company’s Facebook Page. The page is your central switchboard, customer service center, and water cooler, all in one. Almost any content you share as your company will link back to your company Page. It’s also where you can update your entire Facebook community.

If you’re working with a web designer for marketing on your website, you need to know whether your designer is formatting your website with Cascading Style Sheets (CSS). This is important because a website can be designed on one computer yet appear totally different on the next. This is a browser and operating system issue as well as a display issue.

Branding is a simple concept to understand in marketing, yet it is sometimes a painstaking process to implement for a web-based business. Big companies pay marketing firms thousands of dollars to have expert teams produce branding strategies over weeks and months of brainstorming. So, if you’ve been struggling with your branding for a while, you’re not alone.

Good marketing-focused web design is more than adding fancy colors and a visually exploding, movie trailer–like splash page; the layout needs to complement your branding while also inspiring visitors to take action. The “action” is that your visitor either clicks one of the links provided in the layout or progresses through the content on the page.

To best market your products, you want your website to answer certain questions: What do people look like when they’re using your product or service? What lifestyle do they lead now that they finally took your advice? Good design means using photos well to describe more than just your company image, for example, the outcome of using your product or service.