Website Marketing Plan.
Since a web site is the same business, only on the Internet, the laws of its creation and development are not very different from traditional ones.
Any business begins with documents, more precisely with a business plan . Experienced businessmen know that a correctly calculated and drawn up business plan is at least 70% of the success of future business.
Consider the basics of compiling a business plan for a commercial Internet project.
Conditionally, the process can be divided into three stages:
drawing up technical specifications and website development ;
At the site development stage, it is very important to correctly conduct a preliminary study of the target niche in which the site is supposed to be promoted. To do this, an analysis of words and phrases that are most often requested on this topic is carried out, competitor sites that occupy leading positions in the niche are studied, a list of sites – prospective partners is compiled.
It is necessary to accurately determine the type of future online business: b2b, b2c, c2c, understand what payment systems will be needed, how the site will communicate with customers.
Website development includes the compilation of a semantic core (a set of keywords and phrases by which website pages will be optimized), web design development with thoughtful site navigation.
It is important to correctly determine the necessary technical characteristics of the hosting to maintain and develop the project.
The selection of the domain name.
The site should not be random, because Now it is one of the essential parameters in the construction of relevant search results. If possible, the domain name should contain the most high-frequency thematic query.
The most time-consuming part of website development is copywriting – preparing texts for WEB. The site materials should be interesting, unique and as brief as possible. In the business plan of the site, it is necessary to provide for the item “content update” – this is one of the main conditions for the success of the future Internet business.
At the end of the site development phase, the site is tested under different browsers, on different monitors, with different screen extensions, usability testing.
The second stage of the marketing plan is website promotion and website promotion in search engines. In drawing up this part of the plan, the results of a preliminary analysis of the target niche are of great help.
The site promotion begins with the registration of the site in search engines and thematic catalogs and ratings.
It is necessary to provide a very important point in the marketing plan that allows you to increase the site’s rating, link exchange: compiling a list of sites for link exchange, compiling a link template, sending out letters for link exchange, setting links on the site.
Further, in the second part of the marketing plan, such forms of website promotion are described in detail as:
we determine how the site will be updated and with what regularity;
create a list of thematic forums, message boards, article directories for publications;
the study of banner exchangers, the preparation of their own banners, banner exchange;
website promotion by e-mail: the formation of a mailing list and the message itself;
compiling a list of sites for concluding affiliate programs.
Website PromotionUsing Press Releases.
the use of techniques that encourage return visits (profiles, contests, postcards, jokes, horoscopes, etc.)
Website commercialization. The most important is the correct determination of the optimal CTR (conversion rate) and ways to achieve it. At the third stage of the marketing plan, it is planned to actively work with affiliate programs, use contextual advertising, organize periodic promotions (discounts, benefits, bonuses), create a consumer club on the site, targeted mailings, and customer service.
If the site is engaged in sales, then logistics is highlighted in a separate section.
As a rule, in all points of the second and third stages of the marketing plan, the column “expected results” is introduced – this helps to monitor the progress of the site, responding to changes on the Internet.
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