How to succeed in your career


Creating a Marketing Plan for Your Website

Have you created a marketing plan for yourmarketing challenge(s)?" in broad, general
Website? If not, it is time to think aboutterms. If your company's main site-related
developing one. An Internet marketing planchallenge is figuring out how to use your
helps you make the right day-to-day and longWebsite to help build client business, for
term decisions. Without a marketing plan, itexample, an objective for your Website
is more likely your Website will be a drainmarketing plan could be "To enhance online
on finances rather than a businessclient service as well as build site
builder.Creating a marketing plan need not beawareness and interest with clients."Step 4:
scary or difficult. It does not require aCreate strategies for the marketing
marketing degree or a lot of experience. Youplan.Strategies support your objective,
do, however, need to put some quality timedefining the general approaches you will take
into writing your plan. There are differentto meet your objective. For example,
ways to write a marketing plan, one of whichstrategies to support the objective outlined
is to create a marketing plan outline (orin Step 3 could include 1) improve online
single summary page) through a five stepcommunication, information, and education, 2)
process.5 Steps to Creating a Marketingbuild awareness of and interest in your
PlanThose five steps are:1. Gather andcompany on the Internet, and 3) communicate
Analyze Information2. Verbalize Your Mainthe Website's existence and advantages to
Challenge(s)3. Develop Your Websiteexisting clients.Step 5: Choose marketing
Objective(s)4. Create Strategies5. Chooseprograms (tactics).Marketing programs are
Marketing ProgramsAs you create yourwhere the action takes place - these are the
marketing plan, fill in the knowledge youthings you will do to bring your strategies
gained while developing the five steps.Stepto life. Marketing programs to support
1: Gather and analyze information.You willstrategy 2 in the above example (improve
need information about your company,online communication, information, and
competitors, customers, and other industryeducation) could include 1) sharing
players to reference while creating the plan.experience and observations in your industry
This includes all you can find about how thethrough participation in discussion boards,
Internet is currently being integrated in2) offering an email newsletter, and 3)
your industry with respect to products,listing/submitting your site to targeted
promotions, pricing structures, andsearch engines and directories.The Write
distribution channels. From this information,UpOnce you have created a marketing plan
you can complete industry and SWOT analysessummary by working through the five steps,
as well as identify your targetthere are numerous ways to create an expanded
customers.Step 2: Verbalize your mainwrite up. If you are a company employee,
challenge(s).Write down the main Internetthere may be existing format and content you
related challenges you want to overcome as amust follow. You can find some write up
result of your plan. Referring to these mainsuggestions in "What to Include in Your
challenges will help keep you focused whileMarketing Plan Write Up" at the initial plan
creating your marketing plan. You may evenis created, you should treat it as a work in
want to write your challenges down inprogress. Tweak and adjust as needed in
question form - "How do we _____________?".response to changing conditions. Many
When your marketing plan is completed, itcompanies update marketing and business plans
will answer the question "How do I addressannually when developing budgets for the
these challenges?"Step 3: Develop yourcoming year.Whether you are a one-person shop
Website objective(s).The objective addressesor part of a good-sized company, having a
the "big picture". Your objective answers theWebsite marketing plan can help your business
question "How will I overcome my mainprosper on the Web.



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