Creating An Website Marketing Plan

If you have a business website, there is a clear likelihoot that you aren't dancing the jig because of its performance. The question is: Why don't most websites do what they are supposed to do? There are many answers to that question, but let's start with the most essential one.

Suppose you are in a meeting with the greatest Web-success consulting firm in the world. They ask, " What do you want your site to do for your company?" You answer loud and clear. "I want to sell millions of products" or "I want to get lots more clients" or "I want to be recognized as the foremost expert in my field."

"Yes," says a voice from the other side of the table. "There are about 3 billion other websitte owners who have those exact same wants and needs."

Vague desires usually don't sell products or services, or create brands. Focused marketing plans and targeted goals do that. It doesn't matter if you are spending money on Web site creation, advertising campaigns, customer incentives or trade shows; the magic is almost always in the upfront planning.

Fortunately, the process doesn't have to equal pain. Marketing plan=dentist chair isn't in this formula. Just start with the following questions.

• What do you want the site to do?
     Is it going to sell products or services?
     Is it a printable catalog so you can save on printing and postage costs?
     Is it going to spread the news about a cause?
     Is it educational, informational or simply for fun?
• Who is your audience?
     Are you targeting businesses or customers?
     What is the general age group, income bracket, marital status, etc.
     What are their values, attitudes and beliefs?
     Are they local, regional, national or international?
• how is the heartbeat of your site different from your competition's?
     What unique benefits does your product, service, cause provide?
     Think biggest, least expensive, most informative, the only....
     Think positioning slogans such as "Let your fingers do the walking." or "Finger lickin' good"..."If you succeed, we succeed", "You deserve a break today".

Marketing on the net is a new science. It has its own complex set of rules. Yet, it is still marketing, and much of the 'old school' rules still apply. As my grandmother used to say, "Preparation and organization are the better part of valor and success". Her words are still valid. If you want your site to succeed, evaluate your products, your audience and your positioning. Once you have a clear vision of these three things, you are already light years ahead of most of your competition.