Convert Your Web Marketing
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Setting Goals and Objectives

Strategic Marketing Options

Web Site Positioning

Building Customer TRUST

Web Site SWOT Analysis

Competitive Intelligence

Action Plan

As a small business manager, you have to convert your Web marketing strategy into operating plans that guide your Internet business on a DAILY basis...

...and become a visible, active part of your business. 

Your e-commerce Web site does not benefit from a strategic plan just sitting on a shelf, collecting dust.

Your strategy, goals, and objectives will dictate how your Web site will appear to your visitors.

Keep in mind...

Deployment of your Web marketing strategy takes as much, if not more planning than does strategic development.

Once you put your plan into action, it will always require INCREMENTAL ADJUSTMENTS as the Internet and your market moves and changes over time.

So, you've got to take the necessary steps to insure that your Web presence is fresh and HARMONIOUS with the times.

However...

...deployment of your plan shouldn't wait on perfection.

AVOID wasted effort and time consuming activities that do not add value to your plan's deployment.

Therefore, you must...

Establish Accurate Controls

Controlling projects and keeping them on schedule means you have to identify and track PERFORMANCE INDICATORS.

The source of these indicators is actually the operating data from your normal Web site activity:

• site traffic
  
  

• search engine positions
  
  

• conversion rate (CR)
  
  

• profit from sales
  
  

• newsletter subscriptions
  
  

• and other operating records are primary sources of data.

As conditions change, you should make corrections in performances, policies, strategies, and objectives to get back on track.

A practical control system is also ECONOMICAL to operate. Most small businesses have no need for a sophisticated, expensive control system.

The system should be so practical that it becomes a NATURAL part of your management process.

One Final Planning Note

Planning for profit is generally more useful than hoping for profits. With a little planning you can sometimes make your own luck.

Remember...

Strategic planning is the formal process of defining what you or your company would like to be, then devising a way to get there.

The plan may vary for each business, but the PROCESS is the same.

For your marketing plan to be successful, it's important for the people carrying out your action plans understand the mission. They should know the objectives of your company and on what criteria success is going to be measured.

Commitment to the process is greatly improved if those carrying out the action plans are involved in the planning process.

A Web marketing strategy allows you to FOCUS on what you want to achieve. It also reduces the risk of allocating resources to areas that do not fit your goals and objectives

However, Web strategy planning is not action. DEPLOYMENT of your plan will give it the action needed.

So, the next step is to... 

Develop a PROFITABLE Web site. Click here to continue...

You're in the "Web Marketing Strategy" section of our course...

[Setting Goals and Objectives]  [Strategic Marketing Options]  [Web Site Positioning]

[Building Customer TRUST]  [Web Site SWOT Analysis]  [Competitive Intelligence]

[Action Plan]

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