How To Develop Your Online Marketing Plan - March 2008
Last month’s issue on How Do I Increase Traffic On My Website sparked many thoughtful comments and questions. The article was an informative one on the many different ways to market yourself and your business online. So the obvious question is, which of these strategies do I focus on?
This can be a challenging because most of us have limits on the amount of time and money that we can devote to an online, or any other, marketing effort. We also have to honor our own natural abilities and talents.
The most important questions to ask yourself are: What is the main way that my customers find me; and Why do they choose me? The answers to these questions will drive your online marketing campaign. If you are doing well with the main way then you can explore alternate ways.
How Do Customers Find You?
Internet search
In person meeting
Phone book (does anyone use these anymore?)
Referral/Word Of Mouth
View your location or signage
Why Would They Choose You?
Good reputation
Lowest prices
Warm & fuzzy feelings (I like you, I trust you)
Seem competent
Location
Loyalty
Ideology
Once you have answered these questions, then you will be better able to choose your strategy.
If you are in a more bottom line oriented business, then focus your efforts on having your prices seen with email coupon promotions and being a sponsored search result in the major search engines.
If you are in a more reputation driven business, then you will want to use more of the new marketing techniques, such as blogging, eletters, and having a website that is an information resource.
If your clients find you from referrals and non-internet sources, then you can have a primarily informational website and not bother with other online marketing techniques.
Keep getting to know your customers and listening to them, and that will help to drive your marketing efforts.
Before you look at a list of marketing tools and ask which one you should do, look first at your customers and potential customers and find out what they are looking at, and then see where your own strengths and energy will be best spent.
Furthermore, keep in mind that it is better to adopt 1 or 2 strategies wel, than to do a poor job attempting 4 or 5 at once.
Please keep emailing your questions and comments.
You are welcome to use this article on your website, blog, or in your newsletter as long as you include this complete credit line: Copyright 2008 * Cordelia Blake Web Design. Cordelia Blake is the owner of Cordelia Blake Web Design, a web development company in Atlanta, GA. She creates and maintains websites for small businesses. Visit http://www.CordeliaBlake.com to receive Cordelia's Tech Tips delivered to your inbox.
