Online Success Requires a Website Marketing Plan
A well thought out Website Marketing Plan serves as a
blueprint to attract more clients and profits. All elements of a
marketing plan must be consistent throughout the organization and
clear for a web site to be successful.
A Successful Website Marketing Plan Contains the following:
The Market Place
- The company background and approach to sales and marketing.
- Products and Services offered and the unique benefit to the buyer.
- Industry standards, new marketing ideas, and emotional
components associated with certain product or services.
- Sale cycles and required marketing materials.
- Personnel required and job descriptions.
Website Marketing Strategy
Customers now and in the future? Which customer is the best prospect? Do you sell to other businesses or organizations instead of directly to the public?
Do you have evidence customers need your solution?
- Segmentation - divide potential market into categories, items shared in common, or segments of an industry.
- Targeting - by geographic area, income, demographics, or specific unique characteristics of the potential customer.
- Positioning - key reasons a customer will buy your product/service.
- Call to Action - making every page on the website easy to purchase or learn more.
- Mission statement
- Value Proposition
- The objectives
- What
makes the plan successful
Competitive Landscape
- Competition: who, where, product lines, prices, employees,
strengths, weakness, market share, market strategy.
- Set up files on each competitor including ads, promotions, and web
pages.
- Sale cycles and inventory requirements.
Marketing Systems
- Helping the sales team leverage web site
- The web site must convey
equal or superior image, feelings as the organization.
- Search engine advertising including pay per click and paid
inclusions.
- Search engine optimization including keyword analysis and page
focus.
Marketing Budgets
Budgets are estimates tied to specific allocation of revenues.
- Itemization of expected expenditures.
- Annual marketing budget.
- The expected return on investment and break-even analysis.
- Reinvestment strategy
Measuring Marketing Plan Effectiveness
- A system for determining sales leads (word of mouth, search engines,
advertisements, referrals)
- Analyzing conversion rates (prospects versus sales)
- Compare against marketing plan objectives and industry benchmarks.
Executing the Website Marketing Plan
- Timing - many types of products and service there are optimal times for selling.
- Plan every step of the project, build in extra time and establish
deadlines
- Put employee tasks in writing with exact instructions and scheduled completion dates.
- Specialized knowledge is usually required and hired professionals will save time, money and frustration.
- Every successful project must have the details worked out and be ready to present before the task is started.
What effects your Website Marketing Plan
Get the market research needed to plan for the unexpected. Computerized databases at the library or on the Internet can provide the answers you seek. Newspapers have archives to retrieve research on every subject.
- The economy
- Government policies, local and federal
- Cultural
and social values
- Lifestyle trends
- Geography
- Technology
- Competition
- Location
- Employees
- Suppliers
How Your Website Will Grow Your Business
This is the bottom line in your Website Marketing Plan.
- What is needed to bring more customers to your business and purchase?
- How do you retain current clients and upsale?
- How does your business segment the most valuable customers and serve them better?
Nectar Marketing can help you answer these questions and drive
your business to maximum growth and profits.
Contact Andrew today to discuss your
situation now!
|
