Ian Lurie

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.

Writing a great title tag is critical to successful web marketing and involves more than putting your keywords first. Search engines display the keyword tag at the top of each item in the search engine result pages (SERPs). A well-written title tag might increase the odds that a searching customer will click your listing.

Branding in web marketing is the use of graphic design elements to give your business a consistent and unique identity while forming a mental image of your business’s personality. Examples include: Graphics and logos unique to your business Text and fonts that differentiate your business Colors used consistently to give your business an identity Branding your e-mails helps your audience to immediately recognize and differentiate your e-mails from the unfamiliar e-mails they receive.

An affiliate product is an item that another business produces, delivers, and supports. You can earn money from your website by marketing the products of another company. When someone makes a purchase through that website as a result of your recommendation, you get paid a sales commission. Affiliate programs don’t usually require you to create a website to promote them.

For increasing leads and sales for marketing your business, proper use of the top horizontal navigation bar on your website (the links or buttons you see going across the top) is critical. The top navigation area serves one purpose — to get a visitor to go to another page. Part of the trick is knowing what obvious utilities or content should be featured.

The transaction page on your business’s website is where the goal of all your marketing efforts occurs; it is where buyers enter their contact information and credit card number. For the transaction page, you use a formal shopping cart or a custom form: Shopping cart: The most popular way to sell products and services is through an Internet-based ordering system known as a shopping cart.