Strategies support your objective. Your strategies define general approaches you will take to meet your objective. For example, strategies to support above objective could include 1) improve online communication, information, and education, 2) build awareness of and interest in your company on Internet, and 3) communicate Web site’s existence and advantages to existing clients.

** Step 5: Choose tactics. **

Tactics are where action takes place - these are things you will do to bring your strategies to life. Tactics for strategy 2 in above example (improve online communication, information, and education) could include 1) sharing experience and observations in your industry through participation in discussion boards, 2) offering an email newsletter, and 3) listing/submitting your site to targeted search engines and directories.

** The Write-Up **

Once you have your plan developed, there are numerous ways to do write-up. If you are a company employee, there may be standards you must follow. If you are an entrepreneur, go with a style you find usable. For some ideas on what to include, read one of my previous articles, "What to Include in Your Marketing Plan Write-Up" at http://www.websitemarketingplan.com/Arts/WritePlan.htm .

After your initial plan is developed, you should treat it as a work in progress. Tweak and adjust as needed in response to changing conditions. Many companies update their marketing plans annually when developing budgets for coming year and reviewing company’s business plan.

Whether you are a one-person shop or part of a good- sized company, having a Web site marketing plan can help your business prosper on Web.

Copyright 2002 Bobette Kyle. All rights reserved.

Publishing

This is my favorite technique. Write an article about an interesting or timely topic related to your business that would be of interest to your target market. Ask a friend or loved one with editing skills to proof your article for you. Create a four or five line biography at end of article that includes your contact information: your company name, e-mail address and company URL. Add a copyright statement at very bottom of article. Then submit article to on-line article archives, e-zines and appropriate websites. This technique helps establish you as an expert in your field, publicizes your business, and creates incoming links to your website to increase your link popularity and search engine rankings. You can begin submitting your article to: Article City, Expert Articles and GoArticles.com. These three resources will get you started but a quick Internet search will provide an extensive listing of thousands of venues on-line.

Networking

Research your local chamber of commerce and start attending their networking events. Develop and rehearse an interesting "elevator speech" that summarizes your business and your talents in less than thirty seconds. Introduce yourself to as many people as possible, give your elevator speech and hand out your business cards and collect business cards of prospects. Take business cards you collected, use back of card to write down what you discussed or other important information about prospect, and FOLLOW UP! Write and mail a quick note on your business stationery to say how nice it was to meet them and mention something memorable you discussed. Keep in touch with them on a regular basis.

Join on-line communities such as newsgroups, discussion boards, e-mail lists, etc. where your target market and peers congregate. Introduce yourself and your business if introductions are allowed by community guidelines and encouraged by list moderator. Establish your credibility and promote yourself by responding to questions in your field of expertise. Join an affordable, well-known and professional association of your peers on-line or locally. If it is permitted, announce your availability to take on sub-contracted work from your peers, but read guidelines and do not "spam" these lists which will result in a loss of your credibility and professionalism. Become involved locally with a worthy charity by donating your time, products or services.

Over time, as your business grows, you can and should add a few paid marketing techniques to your marketing plan. But you must continue to use most rewarding of your free and inexpensive marketing techniques to maximize your profit. Never forget that creativity, hard work and excellent customer service are keys to growing a successful business while keeping your marketing costs in check.

(c) 2002, Davis Virtual Assistance. All rights reserved.