When developing any form of marketing plan and especially your online marketing plan, you need to take into account all of your achievable goals. I’ve purposely not just used goals, as people in my experience tend to try and set unrealistic goals when dealing with cyber space… you’re never going to purchase a two hundred dollar website and turn over ten million dollars with a zero marketing budget so don’t set it, set something realistic. You also need to understand who your target audience is, how to make them aware of you, and what their buying cycle is, so that you can create the best online marketing plan for them and their needs.
Here’s what an online marketing plan will consist of.
Website Management and Updates
From the start, create a website that takes into consideration all the rules of SEO and also addresses some conversion rate optimisation issues. Do this from the first page created, to every page that links in, and every article, blog post or image that you include. Everything included should be something that you know will advance your marketing goals.
On and Off-Page SEO
Learn everything you can about SEO and include specialist SEO plugins, because getting organic website traffic that you don’t directly pay for via pay per click or other types of advertisements is worth even more than paid traffic. Why? Audience members who seek you out, rather than the other way around, are more likely to convert to paying customers. They’re going to be much more likely to buy than someone who reads and responds to an advertisement.
Link Building On and Off Your Website
Link building helps search engines, but more importantly strategic linking building also helps your target audience find your information in a more organized fashion. Consider your link-building strategy and create a plan of action going forward that will provide links from outside your website to your content, plus links within your website to more of your own content.
One way to ensure that people find you, especially if your business is only trying to attract your local target market, is to ensure that you use keywords that help local people find and discover you. For example, if you’re a local dentist you want to use the name of your location as well as the name of your business within meta descriptions, headers, titles and other tags.
Far too many people dismiss press releases as an offline marketing tool, but today with websites such as PRWeb.com you can send out press releases online, too. This will provide information for your audience in numerous ways. You can put the press release on your website, as well as sending them out to those who might want to pick up the story.
No online marketing plan is complete without email marketing. Email marketing is the lifeblood of your online marketing plan, and will infuse your online marketing program. With email marketing you have a way to capture leads, turn them into customers, and more.
Blogging / Content Marketing
Everything starts with your blog which needs to be part of your website. All the content you create, all the products you promote, and all the services you provide, live on your blog or website. Even if you have a store front, the website or blog is the central hub of your online existence and it needs to be updated regularly, so get blogging.
Using social media to promote your content and information to your audience is a fabulous way to get the word out. Plus, it’s a great way to engage and build trust with your targeted audience. You can have conversations, share interesting things you read, share the information that others share with you, and more.
Pay Per Click
Using Google Ads, Facebook Ads, Twitter Ads and more, you can conduct pay-per-click campaigns that get great results and are a good addition to the other types of market that you do online.
Use articles, eReports, white papers, posts, messages and more to boost and manage your online reputation. This is a useful aspect of online marketing that should never be ignored.
Your online marketing plan can consist of just one or two pages, or you might create a page for each specific aspect with a step by step list of what you will do to help ensure your online marketing plan is realized. The worst thing anyone with a website can do, is to proceed without a plan … so spend some time and work on your online marketing plan