Objectives, strategies, and tactics - these are parts of a solid strategic marketing plan. Your site objective defines big picture, strategies provide framework, and tactics fill in details. Tactics are where action takes place - these are things you will do to bring your plans to life.

There is no shortage of Internet-related marketing tactics. Many have great potential. The challenge is to sift through and choose ones that are right for your situation - ones that have *greatest* potential to support your strategies. Randomly ricocheting from one "proven technique" to another will frazzle and disjoint both you and your business.

Examples of promotional tactics are numerous, as are sources of advice. Public relations, search engine optimization, affiliate programs, reciprocal linking, advertising, direct email, newsletters, and customer incentives are all promotional tactics that may be appropriate for your plan. To learn more about each, explore expert resources linked from Promotional Tactics Resources page at http://www.websitemarketingplan.com/promotions.htm.

A key to knowing which tactics to choose involves thoroughly understanding your target audience(s) and your positioning relative to each. Other elements in your marketing mix (price, product, and place/distribution) come into play as well. Once you have addressed these strategic issues, you will be better able to choose tactics with most potential to increase your business.

~~~~~~~~~~~~~~~~~~~~~~~~ Target Audience ~~~~~~~~~~~~~~~~~~~~~~~~

A target audience is an identifiable group of people that could benefit from purchasing your product, visiting your site, and/or responding to some other call to action. You can define your target audience(s) according to some combination of behavior, demographics, psychology, and/or social influences. You are likely to have several potential target audiences; focus on those you can most profitably help.

Marketing to a target audience involves understanding how you can help them, developing effective messages, then reaching them via appropriate tactics. By using this approach you can focus your resources on tactics that are most likely to increase sales for your business. Hence, earning greatest return from your marketing activities.

~~~~~~~~~~~~~~~~~~~~~~~~ Positioning ~~~~~~~~~~~~~~~~~~~~~~~~

You want to market Online because:

1. It's less trouble.

You don't have to be a polished presenter to market your product effectively Online. While speaking to groups in person does give you instant credibility, it takes a great deal of preparation time for your talk, your materials, and your wardrobe.

At your computer nobody cares if you're in your jeans and tee shirt. You don't have to run to copy shop or printers either. Your talk translates easily into a short article. It's far easier to write a how-to article that you can edit several times at your leisure, and send it immediately by just clicking a button.

2. It's non-threatening to less brazen promoter.

You don't have to "sell" your product. Over Internet, you won't meet sales resistance or rejection face-to-face. Even if you are good in public situations and can present yourself clearly and confidently, it's far easier to pitch yourself through printed word.

People Online are ready customers when they find you. As your target market, they want information, and appreciate instant delivery of your product as well as ease of ordering it Online.

3. It's so convenient.