In the
first three article of this series, I discussed the marketing plan in
general, then developing Web site objectives, and thirdly, developing
strategies to support your objectives. This final article is devoted
to choosing strategic tactics for your plan.
Tactics
are where the action takes place - these are the things you will do
to bring your plans to life. There is no shortage of Internet-related
marketing tactics. Many have great potential. The challenge is to sift
through and choose the ones that are right for your situation - the
ones that have the *greatest* potential to support your strategies.
Randomly ricocheting from one "proven technique" to another
will frazzle and disjoint both you and your business.
Examples
of promotional tactics are numerous, as are sources of advice. Public
relations, search engine optimization, affiliate programs, reciprocal
linking, advertising, direct email, newsletters, and customer incentives
are all promotional tactics that may be appropriate for your plan. To
learn more about each, explore the expert resources linked from the
Promotional Tactics Resources page at
http://www.websitemarketingplan.com/promotions.htm.
A key to
knowing which tactics to choose involves thoroughly understanding your
target audience(s) and your positioning relative to each. Other elements
in your marketing mix (price, product, and place/distribution) come
into play as well. Once you have addressed these strategic issues, you
will be better able to choose tactics with the most potential to increase
your business.
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Target Audience
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A target
audience is an identifiable group of people that could benefit from
purchasing your product, visiting your site, and/or responding to some
other call to action. You can define your target audience(s) according
to some combination of behavior, demographics, psychology, and/or social
influences. You are likely to have several potential target audiences;
focus on those you can most profitably help.
Marketing
to a target audience involves understanding how you can help them, developing
effective messages, then reaching them via appropriate tactics. By using
this approach you can focus your resources on tactics that are most
likely to increase sales for your business. Hence, earning the greatest
return from your marketing activities.
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Positioning
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Positioning
defines your product, business, and/or site for those in your target
audience. It sets the stage for your image - how your target audience
perceives your business - and shows your audience the benefits you provide.
The positioning
process involves first understanding the needs and wants of your target
audience. You should also know the positioning strategies of your competitors
and have a thorough knowledge of your own product’s features. Armed
with that information, you can better develop tactics that will most
closely fit your positioning.
Another
factor to keep in mind is your online positioning will be tightly interwoven
with your off-line positioning. Because your business and products are
a reality in both the physical and virtual worlds, your positioning
should be consistent across both. Accordingly, your marketing tactics
should be consistent as well.
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The Four P's - Price, Product, Place, and Promotion
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Too often,
we tend to focus on "promotion" to the detriment of the other
marketing mix elements. When choosing tactics for your Web site marketing
plan, consider *each* of the four P's in your marketing mix - price,
product, place (distribution), and promotion. You are likely to find
the results much better than if you include promotions alone.
The opportunities
for incorporating all four P's into your plan are numerous. You may
find, after studying the competition, that increasing or decreasing
your price is likely to result in better profits for your business.
Perhaps there is a distribution channel (electronic delivery or mailorder,
for example) you haven't fully integrated into your business. With respect
to products, developing a new product or giving an existing product
a facelift may be an effective business-building tactic.
By considering the Four P's, your target audience(s), and positioning,
you can be better prepared to choose effective tactics for your Web
site marketing plan. Once your tactics are chosen, you are ready to
begin implementing and evaluating results.
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Other Articles in this Series
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Part
One: "Developing a Web Site Marketing Plan",
http://www.WebSiteMarketingPlan.com/sr7.htm
Part
Two: "Your Web Site's Objectives",
http://www.websitemarketingplan.com/sr8.htm
Part
Three: "Strategies for Your Web Site Marketing Plan",
http://www.websitemarketingplan.com/strategies.htm
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About the Author
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Bobette
Kyle has over 10 years experience in Corporate Marketing; Brand and
Product Marketing; Field Marketing and Sales; and Management. Through
her newsletter, site, and marketing services she helps businesses integrate
traditional and Internet marketing strategies. http://www.WebSiteMarketingPlan.com
The four part Web site marketing plan series is based on Bobette's book
"How Much For Just the Spider? Strategic Web Site Marketing for
Small-Budget Businesses",
http://www.booklocker.com/books/711.html
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Copyright
2002 Bobette Kyle. All rights reserved.