The first step of planning is to define your goals in light of target market you aim to reach. As you classify your target, you should determine core needs of that group and observe buying behavior that occurs among your potential purchasers. Characterizing their purchasing habits enables you to position your business to appeal to your target market with compelling information before they buy from another resource.

Several online resources can help you place your business in forefront of your target audience. The process, however, can be complex because a variety of online vehicles, if utilized properly, can help you yield results you desire. Also, key to successful online marketing is in developing a diverse marketing plan which takes advantage of several approaches to deliver your message. Components in your marketing plan should include such elements as search engine marketing, pay-per-performance, ad placement, joint ventures, targeted traffic, e-mail marketing, media marketing, optimization and copywriting.

Search engine marketing has been one of most highly visible forms of online marketing. With millions of businesses employing search engines to gather information daily, search engine placement for key terms has been a major business generator for companies who properly place themselves in search engines under right terms relevant to their market offering. An obstacle to being ranked at or near top, however, is that thousands can be competing for same position. And with search engines changing their algorithms often, achieving placement on first page for terms relevant is extremely difficult without a solid working knowledge of and experience in search engine marketing field. Consequently, one should not solely rely on ranking.

Another marketing technique on rise is pay-per-performance advertising. This is a method for which you pay per click, impression, or visit that a site refers to your site. The application works best if placements chosen are locations that directly connect with target market you desire to reach. Advertisement rates are based on an auction format in that highest bidder obtains top placement. If your bid is $1.00 for every time someone utilizes your link while your competitor bids $1.01, your competitor will gain a better placement than you. If 100 individuals click your link, you should understand that you will owe $100 whether they buy from you are not. Pay-per-performance advertising clearly requires a full understanding of your conversion ratio to determine budget necessary to commit to such a program.

A good story disarms your reader or listener. He forgets for a moment that you are trying to sell him something and instead relates with what is happening in your story. He connects emotionally with what is happening, and eventually (at end) with your product or service.

And he remembers what you’ve told him far longer, because stories stick with us much longer than facts. A good story speaks straight to heart and forges a lasting emotional connection.

Building a good story is not as hard as you might think. Even if you’re not a writer, you tell stories all time – about your day, about Aunt Rosie, about funny things your kids do.