For a lot of businesses that aren’t getting the Internet marketing results they had hoped for, the problem isn’t that they aren’t doing the right things, just that they aren’t doing them in a coordinated way. In other words, they are experimenting with the “pieces” of online marketing, but don’t have a plan to tie them all together.
But, just trying a few different tactics is never going to be as effective as following a detailed road map. That’s because your Internet marketing plan is what makes the whole thing bigger than the sum of its parts.
Here are just a few features of a great online marketing plan:
Focus. You should know what you’re trying to achieve in the market and not be distracted by everything else you could be doing.
Research. It’s important to know who your customers are, what your competition is like, and how you stack up in terms of products and pricing.
A set of measurable outcomes. How do you know if your Internet marketing plan is working the way it’s supposed to? You need a few ways to keep score.
A schedule and/or calendar. Your online marketing plan isn’t worth much if it calls for you to get new customers “someday.” You need something that outlines what actions to take during a specific time period.
These are just a few examples, but you probably get the idea. Without strong Internet marketing plan, most businesses simply have a list of interesting things to try, and that’s not good enough in 2013 and beyond.