Website Marketing Plan
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A Website marketing plan parallels a business marketing plan, but has a much narrower focus.  A typical  marketing plan follows an outline with content as follows:
bulletYour Company
bulletMission
bulletWhat You're Selling
bulletCompetition
bulletKeys to Success
bulletMarket Analysis
bulletMarket Demographics
bulletMarket Needs
bulletMarket Trends
bulletMarket Growth
bulletMarket Analysis
bulletSWOT Analysis
bulletStrengths
bulletWeaknesses
bulletOpportunities
bulletThreats
bulletCritical Issues
bulletStrategies
bulletMarketing Objectives
bulletFinancial Objectives
bulletTarget Marketing
bulletPositioning
bulletStrategies
bulletMarket Research
bulletMarketing Mix
bulletSales Forecast
bulletSales Projection
bulletBudget Analysis
bulletMarketing Expense
bulletImplementation and Controls
bulletMilestones
bulletBreak-even Analysis
bulletMarketing Organization
bulletControls
bulletContingency Planning
bulletSummarize the Plan
bulletExecutive Summary (done last but will be at the beginning of your Small Business marketing Plan)

 

The only thing that is different for an website  marketing plan from a traditional marketing plan is with the internet promotion.  There are a number of essential types of internet promotion that must be focused on.  They are:

bulletSearch Engines
bulletDesign web pages that will be indexed well by the search engines, using descriptive titles and accurate META tags.
bulletLinking Strategies
bulletThe more links pointing to your site the more traffic you'll experience and the greater perceived popularity will rank you higher in the search engines
bullet To get someone to link to your site you need to ask
bulletViral Strategies
bulletEncourage others to carry your marketing message via e-mail
bulletPublic Relations
bulletTry to get news releases picked up by several print or internet publications to help boost  traffic to your site
bulletTraditional Media
bulletAn effective way to promote your site is to place a small display ad in a targeted trade publication that offers some teaser copy and points readers to your URL or e-mail address for more information
bulletE-mail Publishing
bulletE-mail publishing is one of the highest priorities of your website as a means to conserve the people who have shown some interest in your business by coming to your website
bulletGet your visitor to sign up for a free newsletter or promotional updates  
bulletOffer a variety of incentives such as an entry into a contest, a free gift or a free coupon 
bulletNetworking
bulletOn the Internet, networking is done primarily through news groups and bulletin boards
bulletPaid Advertising
bulletBanner ads have been around the longest and are are usually sold on a CPM (cost per thousand page views) basis. 
bulletPaid listings in portal sites
bulletSponsorships on longer term paid ads on websites or e-mail newsletters
bulletPay-per-click links purchased on search engines such as Google.com 
bulletthe price per click for the top spots depends upon what your competitors are willing to bid.
bulletPay-per-sale advertising known as an affiliate or associate program. 
bulletthe merchant signs up a number of affiliates who place a link or linked graphic on their site. If a sale is made to a customer coming through that link, the affiliate earns a commission, typically 5% to 15% of the transaction total
bulletPaid ads in targeted e-mail newsletters
bulletOpt-in e-mail advertising  that sends a stand-alone ad for your business to individuals who have volunteered to receive information from your kind of business. These are called "opt-in" lists  because the list members have agreed to receive information

Developing a website marketing plan requires a disciplined approach, needs to be focused on meeting customer needs and requires a narrow focus on essential types of internet promotion to improve your chances for success.

 

Affiliate Marketing Plan    Internet Marketing Plan  Marketing Plan Software Small Business Marketing Plan Strategic Market Planning    Website Marketing Plan 

 

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Last modified: November 21, 2007