Writing an Effective Internet Marketing Plan
It's amazing how few business owners that I speak to, that don't have a marketing plan. In this highly competitive business environment, it is essential that you create your marketing plan, outlining goals, strategies and tactics needed to help your bisiness become successful. Here are five ease steps to create an effective internet marketing plan tath can help your business prosoper:
Situation Analysis
Define your business, your product/ service and your target groups. Describe each in as much detail as possible, focusing on the benefits of your product and what problem you're trying to solve for your prospective customer. Focus on narrowing down your target audiences and create personas for them. You should have one primary target audience and possibly one or two secondary markets when you're done.
Competitive Analysis
Once you've defined what you do, why you're doing it and who you're doing it for; research the market to understand who your main competitors are. Don't consider only online direct competitors but also indirect competitors such as brick and mortar locations, shopping comparison sites and other related websites where the customer can also find the solution to the problem they are trying to solve. Then describe why your solutions are better, different and more valuable than your competition.
Main Messaging and Positioning
Once you've defined your situation, identified your target markets, and differentiated yourself from your competition, you'll be able to identify what your value propositions are and clearly communicate those into your main messaging on your website and across multiple channels.
It's best to focus on one or two main messages that are short, memorable and targeted specifically to speak to your target audience(s).
Online Marketing Channel Strategy
Evaluate different marketing channels to reach your market and your goals. Look at various strategies such as SEO, PPC, social networks, press releases, affiliate marketing, video, email, and more. Think about where your target market is and how they are finding solutions to their problems.
Focus on one channel at a time. Launching too many campaigns at the same time without executing any one of them carefully is a waste of time, money, and brand image for your company. If you're going to be exceptional, focus and make it count.
Financial Analysis
Set sales projections, budgets, and timelines. Focus on the highest converting options that produce the highest ROI. Leave the rest until you're ready. If you don't have a lot of money to invest in the beginning, focus on the options that produce the fastest and highest returns. Then put those earnings back into growing your business more.
Sarah Bundy is the CEO of AIM, Canada's leading Full Service OPM (allinclusivemarketing. com).