Imagine an Internet Marketing Plan…
That brings the focus back to your customer.
A combination of traditional methods and innovative thinking, an internet marketing plan needs to do more in a Web 2.0 world. By incorporating your website and internet marketing with your customer’s perspective, you create more than just a marketing agenda, you develop a roadmap that can steer your business towards growth.
What You Can Expect
Business Models & Objectives
The first step for your internet marketing plan is a review of your business model and the objectives to be realized through your marketing efforts. It is not a one size fits all approach, every business has it’s own unique strengths and challenges and that needs to be accounted for.
Market & Audience Research
Your audience is as unique as your business, and the market you operate in influences your target audience’s perspective of your business. Thorough research and a detailed analysis of your market provides you with one piece of the puzzle to truly understand your audience and potential customers.
No business is an island unto itself. Competition is everywhere, even the choice to do nothing is an option your customers have. By examining what your competition is doing online, you gain a sense of what your audience has for options other than you.
More than just demographics, a customer profile aims to identify what motivates your potential customer. What questions are they asking, how are they asking those questions, and how do they prefer to find that information?
Purchase and Sales Process Mapping
This is where the rubber meets the road. You have a process to make a sale, your customers have a process to buy. The mistake many businesses make is the assumption that these two are one in the same.
By aligning your sales process to the buying process of your customers, you will find you do not have to push a sale, the sale happens.
People do what they want, so make sure your business (and your website) is giving them just that!
Internet Marketing Strategy
How will you reach out to your audience? How will they find you, contact you, and ultimately buy from you?
An internet marketing strategy will encompass not only your online marketing efforts, but also integrates your offline marketing efforts.
Business Metrics and Reporting
In the end, anything worth doing is worth measuring. Your business has a pulse, and knowing that pulse is essential to its survival and growth.
The last, and perhaps one of the most important aspects, of your internet marketing plan is what to measure. So many decision makers and marketers are drowning in numbers. What does it all mean and how does it help you to improve the performance of your marketing campaigns? What key performance indicators (KPIs) will tell you whether or not you have met your objectives? And when changes are implemented, how else can you know whether that was a change for the better?