Evaluate Strategic 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

The next step in your Web marketing strategy development is to evaluate your STRATEGIC MARKETING OPTIONS, and then prepare a game plan designed to put your ideas into ACTION!

Keep in mind that a strategy is just a road map of the actions you can take to achieve your Web site's goals and objectives.

Obviously, the number of strategic marketing positions you can choose from is infinite. But when all the glitter is stripped away, three broad-based, generic strategies remain.

cost leadership
differentiation
focus

Cost Leadership Strategy

Although most companies today claim that customer service and satisfaction are their first priority, a recent survey indicates otherwise. Nearly 75 percent of the respondents said that "the only way to survive is on price competition."

If you believe this is your best strategic marketing option, your company is a prime candidate for a cost leadership strategy.

There are many ways to build a low-cost marketing strategy. But to be a successful cost leader, you MUST KNOW where you have cost advantages over your competitors, and use these advantages as the foundation for your strategy.

If you are not comfortable with your current pricing situation, or need to develop a pricing strategy, take a quick look at our Pricing Strategy Mini-Course.
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Differentiation Strategy

If you decide to follow a differentiation strategy, you're wanting to build customer loyalty. To accomplish this strategy, you must POSITION your goods or service in a unique or different way. In other words, your company's Web site will strive to be better than your competitors at something that customers value.

There're lots of ways to create a differentiation strategy, but the key marketing idea behind differentiating is to be SPECIAL at something that is IMPORTANT to the customer.

A few examples would be...

providing the best GUARANTEE in your field.
added FEATURES that your competition doesn't offer.
offering a valuable, but UNIQUE service not found elsewhere.
always OVER-delivering to exceed customer expectations.

If your Web business can either improve the product's (or service's) performance, decrease the customer's cost and risk of buying it, or both, you have the potential to differentiate.

Focus Strategy

Finally, there is a focus strategy. This option recognizes that not all markets are homogeneous. As a matter of fact, within any given market, there are a lot of different customer segments, each segment having different needs, wants, and characteristics.

The primary idea of a focus strategy, is to select one (or more) segment(s), identify customers' SPECIAL needs, wants, and interests, and approach them with a Web site that offers a good or service designed to EXCEL in meeting those needs, wants, and interests.

Focus strategies will build on the differences among market segments. Another name for a focus strategy is NICHE marketing.

One example that illustrates how to use a focus strategy would be in the area of Web Site Design. Instead of focusing on general design, the Web site's FOCUS could be on FrontPage design, with special emphasis on database management.

In other words, you are not marketing to the WORLD. Your niche would be only that segment of the market seeking what you have to offer.

The Site Build It! program, created by Ken Evoy, uses a focus strategy to allow individuals to turn their PASSION for any subject they LOVE into a thriving Web business.

As you can see, the strategic marketing option you choose can dictate how you build your Web presence.

Once you have developed a strategic position, everything on your Web site should SUPPORT it.

After you have evaluated your strategic options and decided on an appropriate strategy, you may want to re-evaluate your goals and objectives.

Now is a good time to take a peek at Web site positioning.
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I'm Here to Help

I provide you with lots of information about Web marketing at this Web site. If you have any questions that have been unanswered, feel free to fill out the "Contact Skip" form and I'll personally reply with the answer and make suggestions about how to use the Internet to benefit your business.

I LOVE spreading the word about Web Marketing! ;-)

Contact Skip here...

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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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Evaluate Strategic Marketing Options To Pick The BEST Plan For The Web

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