website marketing plans
Many people become intimidated when faced with developing a web marketing plan, mainly because they’re not sure where to start or what elements to include. But you need to spend time up front so you will have a successful launch. J. Fitzgerald Group believes that writing an online marketing plan doesn’t need to be difficult if you just follow a few simple guidelines.
First and foremost, understand the basic function of an online marketing plan.
Just like a traditional marketing plan, an online marketing plan essentially helps promote and sell a product or service. The plan itself is then a description of your company and product, goals and objectives, and the strategy to achieve them most effectively.
Marketing is made up of four “P’s”: Product, Price, Placement and Promotion. The marketing plan will help determine how to structure these four “P’s” and how your company can adjust them to reach your target audience most effectively.
In general, the biggest mistake companies make is jumping straight to the last “P” – promotional strategies – and thinking that’s sufficient as a plan. Promotion is essentially the icing on the cake, the advertising message and materials that customers see. But you must take the time to “bake” the other elements into the plan first.
Build a framework for your online marketing plan, starting with answers to the following questions:
- Objectives:
- What do you want to achieve in terms of marketing the product?
- What short-, mid- and long-term goals does your company have for the product?
- Tactics:
- Develop a strengths/weaknesses/opportunities/threats (or SWOT) analysis to identify the product’s key strengths; competitive weaknesses, etc.
- The SWOT analysis will help determine what you can use to your advantage and pitfalls to avoid
- Strategy:
- What kind of pricing model will you use?
- How will the product be sold?
- What types of marketing programs will you create?
- What is your budget to promote the launch?
Complete the plan and use it as a “living” document that will grow and adjust over time. A successful online marketing plan will enhance the way you find customers and target them with messages that are relevant, using the appropriate advertising vehicles to best utilize your budget.
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