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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
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When
setting goals and objectives, think of GOALS as one of those broad, long
range things you want to accomplish on the Internet; they're
usually very general and sometimes even abstract.
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Actually,
even if you do not have a Web site yet, it's not to early to start
thinking about what you want to achieve.
Keep in mind, setting goals as part of your web marketing strategy is not
intended to be specific enough for you to act on, but simply give you an
idea of the general level of accomplishment you want.
For example, every e-commerce Web site has two common goals:
-
Increase
Traffic
-
Increase
Sales
Added
to these, many Web-based enterprises have other goals associated with web
marketing such as image or brand recognition, or even public service.
Individual goal setting for these broad issues will help you focus on the
next phase... developing specific, realistic objectives.
Setting
objectives is different from
setting goals, they're more detailed,
specific targets of performance.
Common
objectives might deal with levels of profitability, niche markets,
targeted traffic, growth percentage, increased levels of efficiency, or
even social responsibility.
Work with your marketing team to brainstorm ideas that make sense for your
business.
Don't have a marketing team?
No problem!
Just set down and make out a list of very specific things you want to
accomplish on the Web.
Keep in mind that some of these objectives might conflict with one
another, so you should consider setting priorities.
Which targets are most important?
Which are least important?
Arranging these elements of your Web marketing strategy in a list
according to their priority can help you resolve problems when they arise.
Well thought out objectives are considered S.M.A.R.T., when they have the
following characteristics in common.
They are...
Specific,
Measurable,
Achievable,
Realistic,
and
Timely.
Remember...
whenever your company sets an objective, something has to CHANGE in order
to make reaching that objective a reality.
For
example...
Targeting an objective to increase web sales by 10% in the next quarter,
probably will not happen even if it's S.M.A.R.T. -- until you DO something
to make it happen, such as...
-
Generate
more traffic by creating keyword-focused pages for higher search
engine positioning
-
Develop
better sales copy
-
Increase
pay-per-click activity
-
Start
an affiliate program
-
Change
your pricing strategy
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Find
a new niche market
In
other words, some CHANGE in your normal activity will have to occur before
new targets can be met.
Your company's goals and objectives are the driving force for Internet
success. Considerable time should be spent in their development,
because they are so critical that choosing the wrong targets will lead
to failure.
Setting goals and objectives are major subjects by themselves, but we
wanted to make sure you get the idea of having specific targets in mind
whenever you set YOUR objectives.
Then, put a plan into action that will allow you to accomplish
these objectives.
Our next section on Strategic Marketing
Options will help trigger additional thoughts about goals and
objectives you may want to set. Click here to continue...
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Marketing Strategy"
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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]
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