A Good Strategic Marketing Plan Can Overcome Major Web Site Marketing Challenges
When you focus on writing a strategic marketing plan, there are many tactical components that will need your attention—things like search engines, sales copywriting, networking with sites such as Facebook, Squidoo . . . and the list goes on and on. There are so many options you have to work with, but which ones should you work with to quickly maximize your profits?
Different people have different opinions about which web site marketing techniques are the best to use. Nobody would be able to tell you for certain which tactic is the best to use, because many people simply haven’t fully thought out their own strategies.
When you begin your Internet business, diligently working on a plan will help you to choose successful web site marketing strategies. This can determine the difference between success and failure with your Internet marketing business. It begins with developing a strategic marketing plan and then laying it out in a one-page business plan.
Developing a Strategic Marketing Plan
Finding the time to develop a strategic marketing plan can be difficult. There are so many responsibilities that need our attention! It is often tempting to push strategies aside, but an overall website marketing strategy is the compass that will guide you on your way to business success. Without a strategic plan, you may lose your focus, and this can lead to too much guessing about what is best for your business. As opportunities arise, the strategies you plan now will direct you toward the best actions for your site. This is what strategic Internet marketing is all about!
Stage of Site Determines Focus of Strategic Marketing Plan
The strategies you choose will fit the stage your site is in. For example . . .
If you don’t have a website yet, then your overall strategy will be to launch your site. At this stage, you will have business decisions to make. You might start by looking into different Internet business ideas, as well as naming your business, and selecting your business legal structure.
Strategically, you will focus on researching and selecting a profitable market niche, and working on how to monetize site. You will want to ask yourself, “How do successful competitors earn money online?” You will spend time planning your website—choosing domain name, to your Internet web design.
- Evolving Site
If you already have a website, one of your main strategies will be bringing in traffic. This could include using free site promotion methods . . . for example, you’ll want to submit site to search engines, and get inbound links.
You’ll also want to develop a strategy to pinpoint the money generators of your business in order to optimize your earnings. By further researching your top competitors, you will deepen your understanding about how to make money working online.
- Established Site
If you have an established website, your efforts will be more effective if your strategy focuses on maintenance and conversion.
You’ll maintain your competitive edge by checking your keywords monthly. If any of the numbers have changed dramatically, you’ll need to make changes.
You’ll also want to focus on converting traffic into your most wanted response—like building your e-mail list or making sales. This may require making site improvements—such as tweaking your copywriting, or using eyeball-tracking statistics to make simple changes in your site design. For example, such statistics show that prime real-estate on your website is in the top left corner. Most web designers use this space for a logo or other self-centered facts, but you could make better use of this space with a call-to-action, such as “Sign up for my ezine”, or “Here is a free 5-day E-course on (xyz).”
Remember that your goals, strategies, and tactics don’t have to be set in stone. They will no doubt change over time.
A strategic web site marketing plan is similar to a strategic business marketing plan, but with a narrower focus. The focus is directly on the web site and solely on Internet marketing, while a business marketing plan would focus on the entire business.
Online marketing plans include strategies and tactics that help you reach your goals. The terms Objective, Strategy, and Tactic narrow in focus progressively.
Sections of a Strategic Marketing Plan
An objective addresses big picture questions, such as “How will I overcome my main web site marketing challenges?”
Let’s say your main strategic Internet marketing challenge is using your site to build your professional service business . . . then the objective could be to build awareness of your web site.
After you clarify your major challenge(s), you will develop strategies and tactics to overcome them.
The marketing strategy supports the object. It defines the general approach that you will take to meet your challenge.
This is where the action starts! Tactics can also be called ‘action plans’. You use tactics to bring the strategy and the objective to life.
Remembering that the main challenge here is to build awareness of your website, let’s put strategies and tactics together . . .
- Strategy—Communicate your web site’s existence to potential clients.
- Tactic—Submit your site to targeted search engines and directories.
- Strategy—Build awareness of your company on the web
- Tactic—Write and submit articles to article directories. Include a resource box with your site’s URL at the bottom of each article.
- Strategy-- Improve online communication, inform, and educate
- Tactic—share your expertise and share observations about your industry through participation in forums.
Building a solid strategy that works with your website’s objectives might be difficult in the beginning, but a strategic marketing plan will help your business immensely in the long run . . . and it can mean the difference between web site marketing success and failure.
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