Web Site Marketing Plan Outline

General Questions What do you want your web site to do for your business?
  • Provide info and services to existing clients.

  • Develop new clients.

  • Explain what your product or service is.

  • Show my work to people.

  • Sell services or products

  • Provide info to the staff and sales people.

  • Support a cause.
If you are offering products or services, create a detailed list here.


Do you plan to offer more services or products in the future? If the answer is 'yes' list them.


List five company related websites that that you really like and the reasons you like them.


Research An overview of your market.
  • What is the total size of your market or markets?

  • What companies within your industry have succeeded and how?
Customers Who are your customers?
  • What are their values, attitudes and beliefs?

  • Are they local, regional, national or international?

  • Are they liberal or conservative?

  • Are they rich or financially challenged?

  • Are they young or thin or full-figured or lonely?

  • Will you target other consumers, other businesses or the government?
Competition Who is your competition?
  • Do your competitors have websites? If yes, list the domain names. Make a list of what you like and don't like about their sites.

  • What are your competitor's strengths?

  • What are your competitor's weaknesses?
Your Company Strengths What gives you the confidence that you will succeed?
  • What unique benefits does your product, service, cause provide? Think biggest, least expensive, most informative, the only....

  • How have you branded your goodies so they will be remembered? 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.

  • Are market indicators in your favor?

  • Do you have a top-notch management team?

  • Are market demographic definitely in your favor?
Your Company Weaknesses We all know no company is perfect-air your dirty laundry here.
  • Are you underfinanced? Over financed? (If the later is true, give us a call right away. We can definitely help you out here.)

  • Are you lacking technological know-how?

  • Can you find all the right people for the jobs if you are outrageously successful?

  • Do you have an adequate facility?

  • Do you have ready access to your raw goods supplies?

  • Do you foresee any intellectual property problems?

  • Are you completely prepared to fulfill the online orders?
Online Website Promotion
  • How do you plan to promote your site? Give a detailed listing of each effort along with its timeline

  • Are you going to use pay per click Search Engines?

  • Are you going to hire a SEO company?

  • Do you have an online public relations plan?

  • Are you going to conduct an on-going linking effort?

  • Do you plan to have weekly, bi-weekly or monthly specials?

  • Are you going to offer a sweepstakes offering so you can gather op-in email addresses?

  • Are you planning ongoing email campaigns?
Off-line Promotions
  • Newspaper, magazine, radio or television advertising campaign?

  • Public relations campaign?

  • Catalog, brochure or direct mailings?

  • Billboards or full auto-body vinyl wraps?

  • Trade shows?
Budget
  • Have you set a budget for your website and ongoing promotions?

  • If yes, how far out did you plan the expenditures?

  • Who will be responsible for each phase of the process?

  • How do you plan to generate the money to fuel your ongoing efforts?
  

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