At this point I see many who just get on with it. They retain a developer or buy some software and start. This is not necessarily a bad route as internet marketing and E-Commerce requires much testing, and much trial and error. You will surely learn something. On the job training can work, but there are other ways that may get a better ROI. Also remember that part time effort gets part time results.
The websites that that I see that result in marketing success spend time on outlining their overall internet marketing plan which includes how they will actually market and merchandise their product or service over the first time period which may be 3-6 months. Using the laundry list in a previous post (Planning Part 2), they will determine the following:
- When and how each chosen internet marketing technique will be employed
- How to get people to come to your site-SEO, Keywords, Outside media, viral, buzz
- How and when the website will be updated for fresh content
- Cycle of specials, discounts, promotions, new products, fresh packaging will be sketched out
- How they will communication to target markets
- Human resources/expertise/time required
- The total investment/budget for the first part of the program
- Establish realistic expectations
- How the results will be measured and documented
They will also determine cost or initial investment. This may dictate limitations on the marketing plan. Although internet marketing can result in lower customer acquisition cost it is generally not free. All businesses need customers and all businesses compete to obtain customers and to keep them. This takes time and money.
I have had clients who said they tried Google keywords, purchased them and limited their spending to less than $50 over a few days or weeks. Disappointing results usually follow and they conclude that that did not work. Most of the time the disappointment comes from the lack of employing proper website principles, not having and following a general marketing plan, not allocating the proper funding and not being patient. After all, this is marketing where the one simple secret formula for success still remains a secret. Because of that we must use all the tools available to us to achieve our marketing success. I doubt that many of us would dive into 20 feet of water without knowing how to swim or knowing how to use techiques and tools to keep us afloat. So why do it with your marketing efforts?
