Online Success Requires a Website Marketing Plan

A successful Website Marketing & Development Plan serves as a blueprint to attract more clients and profits.  All the elements of a well done marketing plan must be consistent  and open to change from all areas as the organization evolves. 

The key elements of a successful website marketing and development plan include:

The Market Place

  • The company background and approach to sales and marketing.
  • Products and services offered, and the unique benefit provided to the buyer.
  • Industry standards, new marketing ideas, and emotional components associated with certain products or services.
  • Sale cycles and typical marketing collateral used throughout the industry.
  • Personnel required and job descriptions for those involved in the execution of the marketing and development plan.

Website Marketing Strategy

Clarify existing customers and those most appealing in the future.  Segment the the best prospects and clarify if there are additional opportunities to sell to other businesses or organizations.  Also, gather evidence that customers need your products and services.
  • Segmentation - divide potential market into categories, items shared in common, or segments of an industry.
  • Targeting - by geographic area, income, demographics, and unique characteristics of prospects in the target market.
  • Positioning - key reasons a customer will buy your product and service. Making sure the website conveys a consistent image with the organizational brand. 
  • Call to action - making every page on the website easy to purchase or learn more.
  • Mission statement - make sure the target market knows the value proposition - don't assume they do! 
  • Value proposition - what emotions and needs are necessary for a successful conversion. 
  • The objectives - what actions will make the website a success
  • Clarifying success - create objectives that can be measured while maintaining value for intangibles inherent in long term success.  

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

  • Create mechanisms for the sales team to leverage and maximize the benefits of a well developed and evolving website.
  • 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 - for many types of products and services 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 clarified and before specific tasks are initiated.

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 upsell existing customers?
  • How does your business segment the most valuable customers and serve them better?

Andrew Williams, President of Nectar Marketing, can work with you to create and execute and marketing plan for maximum growth and profits.  With over a decade of experience in marketing and website development and MBA for a leading program, Andrew brings valuable business expertise that is essential for business success. 

Contact Andrew today to discuss your company and website initiatives today.