Creating a web site without
developing a web site marketing plan is the same as
planning for failure. A web site marketing plan is essential not
only just to survive but to continue to thrive and expand your
business. You should spend 80% of your time marketing your web
site. It's the life blood of your online
When to create your web site marketing plan? Most of us
probably create a web site first before we plan to market it.
However just like a business plan, you should prepare your
marketing strategy ahead of time.
What's the benefit of doing this? The further you plan
ahead the easier will all the pieces of your web site fall into
Give me an example please. Recently I was working on an
ebook. Before creating it, I worked on creating the sales page
for the web site. This meant I had to think first of all the
benefits the ebook would be to my customers plus research
appropriate keywords to weave into my web copy for my web page
to rank well in the search engines.
If I had done this backwards and created the ebook first, I
would have wasted hours of time redoing my web copy to fit my
web site marketing plan.
Here are 7 steps to creating your web site marketing plan
1. Begin with the end in mind - create a vision what you want
your web site to accomplish. Define a vision statement i.e. “I
will develop a highly profitable web site within 6 months”.
2. Set doable goals - depending on your product or service,
write down one or a set of goals you BELIEVE you can accomplish
i.e. “I will turn a profit of $500/month at the end of 6
3. Choose a few marketing strategies - based on your research,
pick a few strategies to begin with that you know you can
accomplish. This could include optimizing your web site for the
search engines, placing an ad in an ezine, or writing an article
to submit to online publications.
4. Create a time line and set a deadline - create a horizontal
line on paper or on a white board (where you can easily view it
each day) and divide this line up into days, weeks or months (or
whatever duration you decide) of your marketing campaign. Then
mark the beginning and ending dates of your campaign, plus what
type of marketing method you are using.
5. Track your results - if you are running an ad either on the
Internet or offline, track its effectiveness. Use ad tracking
software like adtrackz.com, to track all the links you place
online. To know how visitors arrived at your web site and what
keywords they searched on to get there, analyze your web site
statistics (read my article “how to analyze web traffic). With
offline ads, use a different code for each ad. If one ad doesn't
work well, rework your copy and try it again. Once you find one
that works, expand your advertising to other publications.
6. Calculate your return on investment (ROI). Don't just blindly
throw money into an ad and hope for the best. Keep track of how
much money you initially invested in the ad and what profit you
made in return. i.e. if you received $7 back in profit for every
dollar you invested in your pay per click strategy, then you are
running a very successful marketing campaign.
7. Constantly evaluate your results - after each marketing
campaign, evaluate which strategies worked best and which ones
did not. Repeat those marketing strategies that are profitable
to get maximum results from them. Throw out or refine the ones
that did not work well and try some different ones.
Write your vision, goals, strategies and time line on a piece of
paper. Keep this next to your computer so you can refer to it
from time to time so you don't lose your focus. It's easy to get
distracted, particularly when it's no longer fun to act on your
marketing plans and they just become a chore to do.
Be disciplined - stay focused on your vision, goals,
strategies and dead lines. Staying on track with your time line
and accomplishing your deadlines, will give you a great sense of
accomplishment. You also can be assured you are making progress
towards achieving a profitable web site.
Try a number of strategies at the same time - by
utilizing a few different strategies together, you have a better
chance of getting more visitors to your website. For instance
each week you could place an ad (free or paid) in an ezine and
write an article. Daily you could participate in the various
forums, newsgroups and message boards on the Internet and
include a link to your web site in your signature file.
Conclusion - creating, executing, tracking, testing and
evaluating your concrete web site marketing plan will greatly
enhance your chances of building a profitable online business.