Marketing INTO the Web means getting web visitors - who could have an interest in purchasing your company’s product/services – to visit your company’s web site.

If you have no web visitors – or insufficient quantities of web visitors – the company can’t sell enough to be financially successful in its e-commerce business. Then – neither you nor your Team members have a job because the company hasn’t earned sufficient money from sales to continue to pay you.

There are many skill sets to accomplish web traffic goals.
The six most prominent are:

Search Engine Optimization (SEO) – the mission of SEO is to get your company’s web site ‘ranked’ (first 10 listings) on major search engines for specific relevant so-called ‘key words’. When someone types in the search term (key word) – a link with a brief description of your company’s web site appears.

Back Linking – most search engines give additional ‘weight’ to your web site and key words if other relevant web sites have links to your site on their site. The more Back Links you have – the higher the weighting = more prominent search engine rankings.

BLOGS – are online discussion groups mostly about specific topics. You create and update BLOGS relative to your company’s products/services. For example if your company sold fishing gear – you might create a BLOG “Favorite Freshwater Lures”. Then when a web visitor comes to the BLOG – they are offered links to your company’s site.

Social Networks Sites – such as Facebook and Twitter and My Space have tens of millions of monthly participants. You use the networks to create a ‘buzz’ for your site – it’s products/services – then offer links to visit your web site for more information.

Paid ‘Sponsored’ Search – in select search engines you bid a ‘per visit’ price against other web sites for specific key words. Site traffic – conversion rates of visits to sales – Return On Investment (ROI) is carefully tracked, measured and evaluated.

Public Relations – involves the creation of ‘news worthy’ type information (a “PR Release”) about a facet of your company – a product or service – and then organizing its distribution via the Internet. There are hundreds of PR distribution services.

Web Visitor Statistics – marketing a web site INTO the web is serious business. It’s also seriously expensive. Web site statistics provide detailed insights into not only where web traffic comes from (the sources) – but also detailed analyses as to how web visitors use a site (what pages they visit – the pattern of their site usage – on what page do they leave a site). The latter stats are extremely valuable to Site Content Designers.