Register Domain Names - Web Hosting Registration Services

Choosing Effective Programs for Your Internet Marketing Plan

Objectives, strategies, and tactics (i.e. programs or action plans) - these are the parts of a solid strategic marketing plan. Your site objective defines the big picture, strategies provide the framework, and tactics fill in the details. Tactics are where the action takes place - these are the things you will do to bring your plans to life and "work" your marketing mix.

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 and, together, incorporate all elements of the four p's. 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.

A key to knowing which tactics to choose involves thoroughly understanding your target markets 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.

Target Market

A target market 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 market(s) according to some combination of behavior, demographics, psychology, and/or social influences. You are likely to have several potential target markets; focus on those you can most profitably help.

Marketing to a target market involves understanding how you can help them, developing effective messages, then reaching them via appropriate tactics that use all of the four p's. By using this approach you can focus your marketing mix resources on tactics that are most likely to increase sales for your business. Hence, earning the greatest return from your marketing activities. Positioning

Positioning defines your product, business, and/or site for those in your target market. It sets the stage for your image - how your target market perceives your business - and shows your market the benefits you provide.

The positioning process involves first understanding the needs and wants of your target market. 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.

The Four P's: Price, Product, Place, and Promotion

Too often, we tend to focus on "promotion" to the detriment of the other marketing mix elements. When choosing tactics for your Website marketing plan, consider *each* of the four P's (4 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 (4 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 (4 P's), your target market(s), and positioning, you can be better prepared to choose effective tactics for your Website marketing plan. Once your tactics are chosen, you are ready to begin implementing and evaluating results.

Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.websitemarketingplan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business": http://www.HowMuchForSpider.com

MORE ARTICLES:

Business Talk Radio Host Gabriel Widom Will Explain Why the Sinus Cure is Must Reading for Anyone with a Nose
Why discuss Sinus Problems on a Financial show? Does 6 Billion / Year sound like a good reason? The fact that more persons today have sinus and asthma is a very good reason too.

Need More Income - Why Start An Internet Home Business Instead Of Getting A Second Job?
Money is tight or perhaps you are facing some expenses in the future you want to save up for. These are usually the reasons why people choose to take on the challenge and responsibility of a second job. People rarely take on a second job purely for the pleasure of it. However, many of the people considering a second job rarely think about another option -- starting an internet home business. Yet they should consider doing so as an internet home business offers three benefits that the usual array of second jobs do not.

'In the Spotlight' Travel Article Series Launched on the Website AmericasLivingHistory.com
Suzanne and Craig Sheumaker, authors of the highly praised new travel book 'America's Living History-The Early Years,' have launched what will be a regular series of history-oriented travel articles on the website AmericasLivingHistory.com.

Beerables.net Presents 'Global Glassware Collection' The Perfect Holiday Gift for Imported Beer Lovers
Beerables.net, "The Accessory Store for the Beer Enthusiast," proudly presents its Global Glassware Collection for the person who is passionate about great beer! This unique gift box contains eight glasses from breweries that span the globe.

Silver Moon Trading Company Announces Website With Unique Sterling Silver Jewelry & Handmade Jewelry
For women who love to wear interesting and unique jewelry, finally a website to meet your needs. Silver Moon Trading Company was created from the vision of an online Jewelry Store offering one of the most Diverse selections of jewelry to customers. This is the first time some of these products have ever been sold online and the website is officially ready to take orders after a long period of testing and development.

How Hosting Companies Protect Your Email
With your hosting package comes at least one email account. These email accounts are extremely vulnerable to all forms of internet crime, from identity theft to system sabotage.

Old-Fashioned Taffy Pull Party--How to Host Your Own
Want a unique party idea for your child's birthday—or even her next weekend sleepover with friends? Try hosting your own taffy pull. It can get pretty messy, but kids absolutely love it.

Michigan Listing.com Launches New Website and Adds $199 Listing Option
Michigan Listing.com launches their new Website, now offering four unique selling programs, from For-Sale-By-Owner to Full Service, saving money for buyers and sellers everywhere in Michigan. The company is based in Brighton but serves anywhere in Michigan! Started by Craig Mincy, Broker, three years ago and their market share and service area continues to grow each quarter. They just implemented and launched their new website and added a listing program where sellers can list their property for sale directly on their website, www.MichiganListing.com.

Blue Water Media Teams Up With Trendy Restaurant and Lounge, Hudson, To Design New Website
Popular American restaurant in Washington DC, Hudson, turns to Blue Water Media for improved presence on the web and increased exposure for the cuisine.

The Great Advantage Of Web Site Marketing
Many people in business today use the Internet to do business. Web site marketing is an excellent method of attracting traffic and potential customers to a business. For many companies, web site marketing is likely their most beneficial sales tool. This is because millions of people now shop online. The convenience of Internet shopping, along with the wide selection or products sold online is daily attracting more and more individuals. For this reason effective web marketing steps need to be taken by online businesses, both large and small.

High Targeted Traffic (Unique Visitors) + The Right Sales Conversion = Website Success
Websites find the right traffic through search engine optimization (SEO). Successful websites routinely convert a steady percentage of these unique and repeating visitors into sales. This sales conversion requires that visitors stop long enough to look, hang around (get hooked), and purchase. Depending on the type of business, sales conversions should range from 3-8 percent of unique visitors.

Water Pik, Inc. Re-launches Company Web Site
New graphic design and improved navigational performance creates improved customer experience.

Internet Shopping On The Rise
Internet shopping is shaping up. However today, internet shopping is a really significant part of the retail sector. Internet shopping is the new shopping experience of the future. Of course the other major hurdle for internet shopping is shipping charges, sometimes they are to expensive. The growth rate for Internet shopping is growing. Secure internet shopping is secure using encryption and ssl techniques. Internet shopping is easier, safer, and more convenient than at any point in its history. Internet shopping is fast becoming one of the easiest ways to buy almost anything you want. Internet shopping is a way of shopping that allows shopping for required products without going to the store physically. The Internet is great because peopl...

Gambling On the Internet is Fun That Will Pay Off
Gambling is something that millions of people enjoy for entertainment. However, we don't all have casinos just down the street.