Web Site Marketing Program 5 Steps
All to often I see Web Site Promotion Programs initiated with little or no prior planning and promotional programs completed in a haphazard manner. Although results may be achieved this way in some cases, more often than not, the program will result in excessive costs with little or no ROI.
When developing an effective Web Site Marketing Program consideration must be given to numerous factors due to the varied techniques and complexities involved. Lets face it there are endless options available for promoting your business online.
1. Review and Benchmark current web site status
The first step is to determine exactly what the current situation is. Without this information it is impossible to adequately measure the effectiveness of the web site promotion program.
- Baseline web site traffic, bounce and conversion rates, traffic sources etc.
- Implement web site review to determine:
- Content quality and relevancy
- Web site process evaluation; shopping carts, registration forms etc.
- Navigation structure
- General web site usability
2. Develop the Business Case
Developing the Business Case for the program is imperative. The preparation of this document clearly identifies and outlines the scope and objectives of the Web Site Marketing Program.
- Identify business goals and objectives
- Determine proposed budget
- Assess human resource requirements
- Identify target audience (this should already be known)
3. Research, evaluate and select primary promotional options
Ideally a Web Site Promotion program should include a variety of techniques in the program, something which I refer to as the “Holistic Approach”.
- Search Engine Optimization
- Social Media Marketing
- Pay per Click Advertising
- Email Marketing
4. Develop Micro Programs for each individual technique
Each of the primary web site promotional techniques requires specific planning and budgeting due to the unique tasks and methodology required by the various methods.
- Identify business goals and objectives for each marketing technique
- Develop individual technique budgets and human resource requirements
- Integrate Micro Plans into an overall Program Plan
5. Prepare project schedule
Due the numerous human resources and specialists required to complete Web Site Promotion Programs it is imperative Project Scheduling is completed to ensure:
- The availability of human resources when required
- Program follows a predefine schedule with specified task start and completion dates
The Last Word
Planning and preparation are essential to the success of any Web Site Marketing Program and considering and following the above steps is the first step to developing a Web Marketing Program the defines and meets your business's goals and objectives.
The plan should be considered a starting point and guideline only and should not be set in stone. The ability to monitor the program's performance and make required changes as necessary is also an integral part of ensuring your Web Site Marketing is a success.
