5 Point Plan - Step 3

3. Devise a Marketing Plan

Start with Customer Analysis, segment your customers, products and market, and then determine the 4 Ps of Marketing as they relate to the Internet space:

1. Product Strategy
2. Place (distribution) Strategy
3. Price Strategy
4. Promotion Strategy

For example, start by profiling your customers; move to calculate the average Lifetime Value (CLV) of a new customer (this should also be considered in setting a Web Marketing Budget) and then determine how you would segment your customers, focus on them and determine what you will be prepared to pay to acquire a new customer in each segment.

Every marketing plan Promotion Strategy should consider:

1. Search engines;
2. Linking strategies;
3. Email, newsletter and viral marketing;
4. Paid advertising (online); and
5. The traditional offline marketing methods.

It should be noted that listing and/or promotion via the major search engines (like google.com) is currently the most inexpensive and effective way of promoting products and services in todays market. Obviously, free listing with keyword optimisation is a first step, but paid placement and Pay-Per-Click are still relatively inexpensive and very effective ways to promote, especially when used intelligently (again, consult a specialist). More than 80% of Internet users find products and services online via the major search engines.

Step 4: Implement Your Site and Marketing Plan »