Choosing Effective Programs for Your Internet Mark
Objectives, strategies, and tactics (i.e. programs or action plans) - these are the parts of a solid strategic marketing plan. Your site objective defines the big picture, strategies provide the framework, and tactics fill in the details. Tactics are where the action takes place - these are the things you will do to bring your plans to life and "work" your marketing mix.
There is no shortage of Internet related marketing tactics. Many have great potential. The challenge is to sift through and choose the ones that are right for your situation - the ones that have the greatest potential to support your strategies and, together, incorporate all elements of the four p's. Randomly ricocheting from one "proven technique" to another will frazzle and disjoint both you and your business.
Examples of promotional tactics are numerous, as are sources of advice. Public relations, search engine optimization, affiliate programs, reciprocal linking, advertising, direct email, newsletters, and customer incentives are all promotional tactics that may be appropriate for your plan.
A key to knowing which tactics to choose involves thoroughly understanding your target markets and your positioning relative to each. Other elements in your marketing mix (price, product, and place/distribution) come into play as well. Once you have addressed these strategic issues, you will be better able to choose tactics with the most potential to increase your business.
Target Market
A target market is an identifiable group of people that could benefit from purchasing your product, visiting your site, and/or responding to some other call to action. You can define your target market(s) according to some combination of behavior, demographics, psychology, and/or social influences. You are likely to have several potential target markets; focus on those you can most profitably help.
Marketing to a target market involves understanding how you can help them, developing effective messages, then reaching them via appropriate tactics that use all of the four p's. By using this approach you can focus your marketing mix resources on tactics that are most likely to increase sales for your business. Hence, earning the greatest return from your marketing activities.
Positioning
Positioning defines your product, business, and/or site for those in your target market. It sets the stage for your image - how your target market perceives your business - and shows your market the benefits you provide.
The positioning process involves first understanding the needs and wants of your target market. You should also know the positioning strategies of your competitors and have a thorough knowledge of your own product's features. Armed with that information, you can better develop tactics that will most closely fit your positioning.
Another factor to keep in mind is your online positioning will be tightly interwoven with your off-line positioning. Because your business and products are a reality in both the physical and virtual worlds, your positioning should be consistent across both. Accordingly, your marketing tactics should be consistent as well.
The Four P's
Price, Product, Place, and Promotion
Too often, we tend to focus on "promotion" to the detriment of the other marketing mix elements. When choosing tactics for your Website marketing plan, consider *each* of the four P's (4 P's) in your marketing mix - price, product, place (distribution), and promotion. You are likely to find the results much better than if you include promotions alone.
The opportunities for incorporating all four P's (4 P's) into your plan are numerous. You may find, after studying the competition, that increasing or decreasing your price is likely to result in better profits for your business. Perhaps there is a distribution channel (electronic delivery or mailorder, for example) you haven't fully integrated into your business. With respect to products, developing a new product or giving an existing product a facelift may be an effective business-building tactic.
By considering the Four P's (4 P's), your target market(s), and positioning, you can be better prepared to choose effective tactics for your Website marketing plan. Once your tactics are chosen, you are ready to begin implementing and evaluating results.
DOES YOUR WEBPAGE GRAB?
For each webpage you make available to Internet users, ask yourself the purpose of that particular page and what distinguishes it from the others.
The primary content should consume the bulk of the page and be displayed prominently, yet without the Hollywood glitz. The headline should identify this content so visitors can easily ferret out whether or not it's useful to them.
The primary content should never, EVER, be in small font; after all, it contains the product and/or service you are offering. Don't make the visitor go hunting; they won't and they'll be gone with the click of a mouse!
In a world where nearly anyone can publish professional looking material, it is still impossible to tell from appearance alone how credible the information is or how trusting a service is. Every page, therefore, should carry information about who created and published it or a link to said information. Resource boxes are extremely helpful in this light.
Every page, too, should be self-explanatory. The headings and subsequent information should provide adequate background knowledge to someone who has seen no other pages on your site.
A company name or logo is an obvious way to provide information about the publisher. Avoid, at all risk, "cutesy" page headings that don't adequately describe the ad copy. You should also affix a date on every page with substantial content and update it regularly.
Always read and re-read each and every word on every page before offering it up to the Internet public. There is such a thing as "spellcheck," so don't be afraid to use it. Misspelled words dictate unprofessionalism.
Without a great look, your website sales will be limited and your customers might be annoyed. Remember: they are #1!
Writing for Link Popularity
Using writing as a means of boosting your link popularity
can be a turnoff for many webmasters, when in fact it can lead to
a wealth of links.
I first learnt about link popularity while researching about
many different methods that I could use to market a Geocities
site I had. After emailing countless webmasters and receiving
some dismal results, I realized that it was hopeless to get
people to exchange links with my freebie website.
Then I discovered writing. At first I was skeptical at using this
concept but after trying it for some time, the results began to
show. What was wonderful is that it only cost me some of my time.
With the help of article writing I was able to achieve a
Pagerank of 4 for my Geocities website. The more webmasters that
archived my articles the more links I had pointing to my site. As
a result of my growing link popularity I began to see my site
show up on the first or second page for some relatively
competitive search terms.
Using writing as a marketing tool can save you thousands in
advertising dollars. Imagine a website or ezine that costs
hundreds to advertise in and you have the feature article which
didn't cost you a dime to produce. You can easily see which
generates more profit in the long run.
Through the power of the written word you can be able to get free
publicity for your business. Providing quality and profitable and
sometimes inspiring information can help you to achieve that
goal. Many top marketers have used writing to good effect.
Developing your own writing style is important. As there are many
others doing the same thing you what to differ from them. How can
you stand out in a crowd if you are just like everyone else.
Practicing and researching helped me to put pen to paper for my
first articles. Some of your first creations maybe a bit tacky
but as long as you keep going you can improve.
Writing can be a task at times. There are moments when I have
written the first two paragraphs and just get stuck. The
inevitable writer's block can be a challenge to overcome. Taking
a break and getting into the right frame of mind can be helpful.
Can anyone become a writer? Well the answer depends on how much
effort you put into it. I have had some wonderful experiences
since I became a writer. At times when there are criticisms and
negative feedback, they can help you to better your skills if you
use them the right way.
Many people don't like writing. But sometimes it is the things
that we don't enjoy doing that are most beneficial to us. Try
your hand at writing, if a guy from a Caribbean island can do it
then so can you.
Copyright © Nicholas Dixon
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Nicholas Dixon is a writer and webmaster from Jamaica. Visit his
website http://WWW.Oceanroc.com for articles, free courses and
information about a cool island town.
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Anyone may republish this article electronically (in ebooks,
ezines, websites, online article directories etc.) or in print as
long as the resource box is included.
