Continued from page 1
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.
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.
~~~~~~~~~~~~~~~~~~~~~~~~~ Marketing Planning Tools ~~~~~~~~~~~~~~~~~~~~~~~~~
The specifics of developing a marketing plan vary according to
source. All can be effective when used correctly. Some sites and software that can help you in developing your marketing plan are below.
Sites
eSOLO’s Marketing Action Plans, http://www.esolo.com/mapslist.php3 , can help you to come up with strategies and action plans (tactics) to support common marketing objectives.
The Web Site Marketing Plan's Marketing Plan Resources page, http://www.websitemarketingplan.com/sr3.htm , includes several links and descriptions of sites with marketing plan information.
Software
Each of these software titles takes a slightly different approach to developing a marketing plan.
- Plan Write® for Marketing, http://www.businessplansoftware.org/marketing_plan.asp
- WebQuest Pro, http://www.webquestpro.com/
- Marketing Plan Pro, http://www.bplans.com/marketingplans
~~~~~~~~~~~~~~~~~~~~~~~~~ Other Articles in this Series ~~~~~~~~~~~~~~~~~~~~~~~~~
In this,
first article of
series, I discussed
elements of a marketing plan - objective, strategies, and tactics. In
remaining three articles I will take a closer look at objectives, strategies, and tactics you can consider for your Web site.
Part Two: "Your Web Site's Objectives" http://www.websitemarketingplan.com/sr8.htm autoresponder: mailto:ObjectiveArticle@WebSiteMarketingPlan.com
Part Three: "Strategies for Your Web Site Marketing Plan" http://www.websitemarketingplan.com/strategies.htm autoresponder: mailto:StrategiesArticle@WebSiteMarketingPlan.com
Part Four: "Choosing Tactics for Your Web Site Marketing Plan" http://www.websitemarketingplan.com/TacticsArticle.htm autoresponder: mailto:TacticsArticle@WebSiteMarketingPlan.com ~~~~~~~~~~~~~~~~~~~~~~~~ Copyright 2002 Bobette Kyle. All rights reserved.

Bobette Kyle has over 10 years experience in Corporate Marketing; Brand and Product Marketing; Field Marketing and Sales; and Management.
The four part Web site marketing plan series is based on Bobette's book "How Much For Just the Spider? Strategic Web Site Marketing for Small-Budget Businesses", http://www.booklocker.com/books/711.html http://www.WebSiteMarketingPlan.com