|
header
Developing a Web Site Marketing
Plan
by Bobette Kyle
Based on the book
"How Much for
Just the Spider?"
For many of us, finding the time and commitment to
complete a
marketing plan for our Web sites is difficult. There are so many
other obligations vying for our attention it is tempting to push
planning to the back burner. Giving into that temptation,
however,
means putting your business at a disadvantage. Your marketing
plan is
the compass by which you navigate. As opportunities arise or your
business environment changes, the objective and strategies in
your
marketing plan will point you toward the best action. Without a
marketing plan, you risk becoming unfocused in your marketing and
are
only guessing what might be best for your business.
In this article, you will learn the parts to a marketing
plan. I will
also point you to some marketing plan resources. In parts two
through
four of the series, I will discuss objectives, strategies, and
tactics for your Web site marketing plan.
To be most effective, your Web site marketing plan should
be a part
of your business marketing plan. By aligning online marketing
with
your offline efforts, you can better achieve overall company
objectives. Additionally, you will present a consistent style and
message across all points of contact with your target audience.
Your Web site marketing plan's focus will be partially
determined by
your site's status. If you already have a site in place, your
plan
can focus strictly on marketing issues - how to most effectively
market using your existing site. If you have a site that needs
improvement, your plan should incorporate enhancements into the
site's design in conjunction with marketing activities (While you
may
not think of these enhancements as "marketing", in this case,
they
are instrumental to an effective plan.). If you do not yet have a
site, you can create one while developing your Web site marketing
plan, with your plan focused on launching the site. In any case,
remember that your objective, strategies, and tactics will change
over time as your situation and focus change.
~~~~~~~~Parts of a Marketing Plan~~~~~~~~
The Web site marketing plan is similar to a business
marketing plan,
but with a narrower focus. Completing a marketing plan includes
developing strategies and tactics (also called action plans)
that,
when implemented, will help you reach your marketing objectives.
Objectives, strategies, and tactics are each progressively
narrower
in scope.
The objective addresses the "big picture". In general
terms, your
objective answers the question "How will I overcome my main
marketing
challenge(s)?" If your company's main site- related challenge is
figuring out how to use your Web site to help build client
business,
for example, an objective for your Web site marketing plan could
be "To enhance online client service as well as build site
awareness
and interest with clients."
Strategies support your objective. Your strategies define
the general
approaches you will take to meet your objective. For example,
strategies to support the above objective could include 1)
improve
online communication, information, and education, 2) build
awareness
of and interest in your company on the Internet, and 3)
communicate
the Web site's existence and advantages to existing clients.
Tactics are where the action takes place - these are the
things you
will do to bring your strategies to life. Tactics for strategy 2
in
the above example (improve online communication, information, and
education) could include 1) sharing experience and observations
in
your industry through participation in discussion boards, 2)
offering
an email newsletter, and 3) listing/submitting your site to
targeted
search engines and directories.
~~~~~~~~
Marketing Planning Tools ~~~~~~~~
The specifics of developing a marketing plan vary
according to the
source. All can be effective when used correctly. Some sites and
software that can help you in developing your marketing plan are
below.
Sites
eSOLO's Marketing Action Plans,
http://www.esolo.com/mapslist.php3Z , can help you to come up
with
strategies and action plans (tactics) to support common
marketing objectives.
The Web Site Marketing Plan's Marketing Plan Resources
page,
http://www.web
sitemarketingplan.com/sr3.htm , includes several links
and descriptions of sites with marketing plan information.
Software
Each of these software titles takes a slightly different
approach to
developing a marketing plan.
- Plan Write® for Marketing,
http://www.busin
essplansoftware.org/marketing_plan.asp
- WebQuest Pro,
http://www.webquestpro.com/
- Marketing Plan Pro,
http://www.bplans.com/marketingplans
~~~~~~~~
Other Articles in this Series ~~~~~~~~
In this, the first article of the series, I discussed
the elements of
a marketing plan - objective, strategies, and tactics. In the
remaining three articles I will take a closer look at objectives,
strategies, and tactics you can consider for your Web site.
Part Two: Your
Web Site's
Objectives"
http://www.websitemarketingplan.com/sr8.htm
autoresponder:
mailto:ObjectiveArticl
e@WebSiteMarketingPlan.com
Part Three: "Strategies for Your Web Site Marketing Plan"
http://www.websitemarketingplan.com/strategies.htm
autoresponder:
mailto:StrategiesArticle@WebSiteMarketingPlan.com
Part Four: "Choosing Tactics for Your Web Site Marketing
Plan"
http://www.websitemarketingplan.com/
TacticsArticle.htm
autoresponder:
mailto:TacticsArticle@WebSiteMarketingPlan.com
~~~~~~~~
About the Author ~~~~~~~~
Bobette Kyle has over 10 years experience in
Corporate Marketing;
Brand and Product Marketing; Field Marketing and Sales; and
Management. Through her newsletter, site, and marketing services
she
helps businesses integrate traditional and Internet marketing
strategies,mailto:bobette@Web
SiteMarketingPlan.com
The four part Web site marketing plan series is based on
Bobette's
book "How Much For Just the Spider? Strategic Web Site Marketing
for
Small-Budget Businesses", http://www.book
locker.com/books/711.html
~~~~
Copyright 2002 Bobette Kyle. All rights reserved.
|
