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If you want people to visit your site then you must tell the world that your site exists and tell them how to reach it. So, search engines need to be told about your site. Specialist directories, websites and publications need to be told about your website too. Also, Letterheads, adverts and business cards all need to include your website address. Sometimes there are forums to manage or customer feedback and responses to measure and compare. Market research and statistical analysis are also important part of this process.
For smaller companies, the webmaster, or the department they are part of will also do the promotion. However, in larger companies, two separate teams with different skill sets are often required. One team develops the site and the other promotes it. (Website promotion is often part of the marketing department.) The work on a website never ends because there is always going to be something you missed or something you can do better.
Websites can generate a lot of marketing data that will need processing and analysis. The conclusions reached must be acted upon, or presented to the website design team and /or to the management so that your market penetration is maximised and your company is more successful.
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