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Customers: The Key To Successful Marketing
How well do you know your customers? What is the primary reason your customers or clients come to you? Or purchase your product or service? What is the Number One problem you solve for them? Do you know? Are you certain? If you don't, your...
Develop bliss for marketing success
Love. What could it have to do with Internet marketing ? Somehow it is the hidden catalyst for success in business and your relationships. Looking at the successful people in life, you will notice that they have a passion for their work. They never...
Marketing On Purpose With Passion And Play
In a recent class on how to build your business on purpose with passion and play, I offered the following simple definition for coaches for Marketing: Sharing and engaging people in a possibility for their lives that inspires them to take action...
Marketing to Your Niche Markets with Stories
Do you remember how, in days gone by, salesmen would go door to door selling their wares? These entrepreneurs would "go the extra mile" just to have the chance to demonstrate their products to people in their own home. Why do you suppose they did...
Marketing Your Home Business on a Tight Budget
If you have started a new home based business it is likely you have some monetary restraints. This does not mean, however, that marketing your home based business should be at the bottom of your list. In fact, marketing is the only way to get your...
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The 5-Step Web Site Marketing Plan
Do you have a marketing plan for your site? If not, it may be time to think about developing one. A marketing plan helps you make the right day-to-day and long term decisions. Without one, your site is less likely to be a success.
Creating a marketing plan need not be scary or difficult. It does not require a marketing degree or a lot of experience. You do, however, need to put some quality time into your plan. Building your plan is a five step process.
** Step 1: Gather and analyze information. **
You will need information about your company, competitors, customers, and other industry players. This includes all you can find about how the Internet is currently being integrated in your industry with respect to products, promotions, pricing structures, and distribution channels. From this information, you can complete industry and SWOT analyses as well as identify your target customers.
** Step 2: Verbalize your main challenge(s). **
Write down the main Internet-related challenges you want to overcome. Referring to these main challenges will help keep you focused while developing your plan. You may even want to write your challenges down in question form - "How do we _____________?" When completed, your Web site marketing plan will answer the question "How do I address these challenges?"
** Step 3: Develop your Web site objective(s). **
The objective addresses the "big picture". Your objective answers the question "How will I overcome my main marketing challenge(s)?" in broad, general terms. 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."
** Step 4: Create strategies. **
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.
** Step 5: Choose tactics. **
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.
** The Write-Up **
Once you have your plan developed, there are numerous ways to do the write-up. If you are a company employee, there may be standards you must follow. If you are an entrepreneur, go with a style you find usable. For some ideas on what to include, read one of my previous articles, "What to Include in Your Marketing Plan Write-Up" at http://www.websitemarketingplan.com/Arts/WritePlan.htm .
After your initial plan is developed, you should treat it as a work in progress. Tweak and adjust as needed in response to changing conditions. Many companies update their marketing plans annually when developing budgets for the coming year and reviewing the company’s business plan.
Whether you are a one-person shop or part of a good- sized company, having a Web site marketing plan can help your business prosper on the Web.
Copyright 2002 Bobette Kyle. All rights reserved.
About the Author
Bobette Kyle is author of the 5-Step Marketing Plan Guide "How Much for Just the Spider? Strategic Web Site Marketing". Table of contents and an excerpt are at: http://www.WebSiteMarketingPlan.com/BookExcerpt.htm
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KnowThis: For Marketing, Market Research, Internet Marketing ... |
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ... |
www.knowthis.com |
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Marketing - Wikipedia, the free encyclopedia |
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ... |
en.wikipedia.org |
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Marketing - Marketing Strategy - Marketing Plan - Marketing ... |
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ... |
marketing.about.com |
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Marketing.org - Home of the Business Marketing Association |
Serves the professional, educational and career development needs of business-to-business marketers. |
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Welcome - American Marketing Association - www.marketingpower.com |
Dedicated to serving the educational and professional needs of marketing executives. |
www.marketingpower.com |
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Advertising, Marketing, Media and PR News - Brand Republic |
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ... |
www.brandrepublic.com |
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Marketing Magazine - Marketing News - Brand Republic |
Marketing Magazine - Marketing News - Brand Republic. |
www.brandrepublic.com |
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Marketing (Canada) |
Offers a Canadian source of news and articles on marketing, advertising and media. |
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BidVertiser - Pay Per Click Advertising On Sites Of Your Choice. |
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers. |
www.bidvertiser.com |
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Online Behavioral Contextual Advertising and Marketing. |
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV. |
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com |
Employment site for marketing and sales professionals. |
www.marketingjobs.com |
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The Chartered Institute of Marketing |
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ... |
www.cim.co.uk |
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Marketing: See what people are saying right now on Technorati |
See all blog posts tagged with marketing on Technorati. |
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Marketing Profs - Marketing Concepts and Strategies: Expert ... |
Marketing knowhow from professionals. Newsletter, articles and how-to's. |
www.marketingprofs.com |
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Guerrilla Marketing Online - The Official Site |
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds. |
www.gmarketing.com |
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Business Marketing - Small Business Marketing |
Business marketing - Read everything your need to know about small business marketing. |
www.entrepreneur.com |
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All About Marketing |
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ... |
www.managementhelp.org |
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Pages tagged with "marketing" on del.icio.us |
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ... |
del.icio.us |
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ClickZ Internet Marketing Solutions for Marketers |
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing. |
www.clickz.com |
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Direct Marketing Association: Telephone, Mail & Internet Marketing |
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ... |
www.the-dma.org |
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