| |
| |
|
Marketing Information |
|
|
|
Creating a Marketing Plan for Your Website
Have you created a marketing plan for your Website? If not, it is time to think about developing one. An Internet marketing plan helps you make the right day-to-day and long term decisions. Without a marketing plan, it is more likely your Website will be a drain on finances rather than a business builder. Creating a marketing plan need not be scary or difficult. It does not require a marketing degree or a lot of experience. You do, however, need to put some quality time into writing your plan. There are different ways to write a marketing plan, one of which is to create a marketing plan outline (or single summary page) through a five step process. 5 Steps to Creating a Marketing PlanThose five steps are: 1. Gather and Analyze Information 2. Verbalize Your Main Challenge(s) 3. Develop Your Website Objective(s) 4. Create Strategies 5. Choose Marketing Programs As you create your marketing plan, fill in the knowledge you gained while developing the five steps. Step 1: Gather and analyze information.You will need information about your company, competitors, customers, and other industry players to reference while creating the plan. This includes all you can find about how the Internet is currently being integrated in your industry with respect to products, promotions, pricing structures, and distribution channels. From this information, you can complete industry and SWOT analyses as well as identify your target customers. Step 2: Verbalize your main challenge(s).Write down the main Internet related challenges you want to overcome as a result of your plan. Referring to these main challenges will help keep you focused while creating your marketing plan. You may even want to write your challenges down in question form - "How do we _____________?". When your marketing plan is completed, it will answer the question "How do I address these challenges?" Step 3: Develop your Website objective(s).The objective addresses the "big picture". Your objective answers the question "How will I overcome my main marketing challenge(s)?" in broad, general terms. If your company's main site-related challenge is figuring out how to use your Website to help build client business, for example, an objective for your Website marketing plan could be "To enhance online client service as well as build site awareness and interest with clients." Step 4: Create strategies for the marketing plan.Strategies support your objective, defining the general approaches you will take to meet your objective. For example, strategies to support the objective outlined in Step 3 could include 1) improve online communication, information, and education, 2) build awareness of and interest in your company on the Internet, and 3) communicate the Website's existence and advantages to existing clients. Step 5: Choose marketing programs (tactics).Marketing programs are where the action takes place - these are the things you will do to bring your strategies to life. Marketing programs to support strategy 2 in the above example (improve online communication, information, and education) could include 1) sharing experience and observations in your industry through participation in discussion boards, 2) offering an email newsletter, and 3) listing/submitting your site to targeted search engines and directories. The Write UpOnce you have created a marketing plan summary by working through the five steps, there are numerous ways to create an expanded write up. If you are a company employee, there may be existing format and content you must follow. You can find some write up suggestions in "What to Include in Your Marketing Plan Write Up" at http://www.websitemarketingplan.com/Arts/WritePlan.htm. After the initial plan is created, you should treat it as a work in progress. Tweak and adjust as needed in response to changing conditions. Many companies update marketing and business plans annually when developing budgets for the coming year. Whether you are a one-person shop or part of a good-sized company, having a Website marketing plan can help your business prosper on the Web. About the AuthorBobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business," ( howmuchforspider.com/TOC.htm ). © 2002, 2004 Bobette Kyle. All Rights Reserved.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Attract Your Dream Customer Have you clearly defined your target audience? These are the prime buyers of your products or services. It is the people or organizations you are pursuing actively as customers. Itchin For Some Nichin The whole idea of Niche Marketing is exciting! The possibilities are endless, as there are literally millions of people surfing the web, the vast majorities of whom are here for two reasons . . The Great Direct Marketing Conundrum Many a home business owner has spent sleepless nights thinking of ways to turn his venture into a higher profit-making unit and build it to be his primary source of income. This is never easy for a home business because most start-ups face initial lack of money and cash flows. Where Should I Network? Building business relationships through networking is a great way to build your business. The caveat? It's a slow process. Your Ideal Client A lot of small businesses make the mistake of thinking that their product or service is good for just about anyone. The logic is "why should I limit my market to a smaller segment of the whole and sacrifice a sale. What to Look for in Display Graphics and Trade Show Graphics Display graphics are graphic images used for illustration or "display" purposes. Display Graphics are usually printed on paper, vinyl or fabric using a "large format" printing device. Motivating Shoppers with Online Coupons (Part 2 of 2) Last time we discussed how online coupons and promotion codes can motivate buyers. We discussed examples of coupons and some of the aspects of these offers that can boost sales and generate urgency to a purchase. How To Perfect Your Marketing Message! When it comes to your marketing message, the little things count. Trouble is, you'll never come to respect how much, until you make a commitment to science. Helping Your Prospects Overcome "Buying Fears" By Using Testimonials You DO use direct marketing for your small business? right? If so, you're taking advantage of the most cost-effective means of advertising available. (Yes? I'm biased? I admit it!)Let's talk for a minute about how you can make your sales copy and direct marketing more effective. Website Marketing: 10 Uncommon Bonuses That Will Help Make Your Product Hotly In Demand Giving away free bonuses is an important website marketing secret that can ignite your sales.1. Sponsorship: A Key to Powerful Marketing Sponsorship is the fastest growing form of marketing in the U.S. Your Secret Marketing Weapon As a professional service provider, you're paid for what you know. People come to your firm for the expertise you offer, first and foremost. What Does Your Logo Color Say About Your Business? And not only your logo, but also your website, your brochure, your business cards and any of your marketing materials for that matter.Yes, colors do matterThey communicate feelings and emotions. The Bare-Bones Basics Of Multi-Level Marketing Multi-level marketing is the biggest growth industry in the 1980's. It is the industry that has made corporate giants of Amway, Shaklee, Mary Kay and Herbalife. How to Leverage Your Most Powerful Marketing Tool Second in a series of three articles:What if you could reach thousands of prospects, build fruitful, pro-active relationships with them, and stay top-of-mind with them on a regular basis?and not spend a fortune in the process?If this sounds too good to be true, then you've not mastered the art of leveraging your firm's online strategy. A web site is one of the most unique and powerful marketing tools you have, if you develop and use it correctly. 4 Alternative Ways To Gain Lifetime Customers You will always have more people that turn down your offer than actually buy. They might not have bought because of your price, payment options, or any other possible reason. The Top Ten Ways to Get Beyond Networking And Generate Cash-Building Exposure Gain the exposure you need to succeed with these ten tips:1. Present yourself as a specialist and/or an authority in your field. Direct Mail Still Works! Direct Mail CampaignsDespite the proliferation of communication facilitators--mobile phones, faxes, emails, PDAs--the mail still plays a vital role in successful marketing. Direct mail marketing continues to be one of the leading methods for effectively reaching prospective customers because it can be focused, predictable and economical. Creating Your Unique Selling Proposition or USP Creating Your Unique Selling Proposition"Don't tell them what you do. Tell them what you do for them. Eight No Cost Ways to Market Your Business Are you trying to promote your business with a tiny marketing budget? Opportunities are plentiful for low or no cost marketing. Here are a few that won't cost you a cent.
|
| home | site map |
| © 2006 |