IMPLEMENTING YOUR MARKETING PLAN
Now it is time to implement your marketing plan. Identify a marketing team. This team can be formed from your business’ internal personnel and consultants, and people who have intimate knowledge of the Web, web marketing and (if you are a click-and-mortar) how the Web can be integrated with current marketing plans.
In addition, find graphic designers, copywriters, and illustrators. Once the team is in place, it should plan and focus on strategic revenue goals.
Don’t let the team focus on the number of hits your site receives due to an overall advertising, marketing and PR campaign while ignoring whether the campaign achieved the expected revenue goals.
Make it clear as to who has the decision-making authority, who is responsible for what, and set out a clear timetable for each campaign’s completion?
Don’t forget to coordinate your marketing activities. What does this mean? Here are a few example: If you plan to unveil a campaign during the Super Bowl you must ensure your website and your web-hosting service and/or ISP have the facilities to handle the added traffic.
If you are a brick-and-mortar, how do you coordinate special promotions? If you plan to offer a specific item as, let’s say, a two-for-one promotion, take steps to assure that there is adequate inventory.
Also additional contact center help is mandatory when launching any kind of new campaign.
Now it is time to implement your marketing plan. Identify a marketing team. This team can be formed from your business’ internal personnel and consultants, and people who have intimate knowledge of the Web, web marketing and (if you are a click-and-mortar) how the Web can be integrated with current marketing plans.
In addition, find graphic designers, copywriters, and illustrators. Once the team is in place, it should plan and focus on strategic revenue goals.
Don’t let the team focus on the number of hits your site receives due to an overall advertising, marketing and PR campaign while ignoring whether the campaign achieved the expected revenue goals.
Make it clear as to who has the decision-making authority, who is responsible for what, and set out a clear timetable for each campaign’s completion?
Don’t forget to coordinate your marketing activities. What does this mean? Here are a few example: If you plan to unveil a campaign during the Super Bowl you must ensure your website and your web-hosting service and/or ISP have the facilities to handle the added traffic.
If you are a brick-and-mortar, how do you coordinate special promotions? If you plan to offer a specific item as, let’s say, a two-for-one promotion, take steps to assure that there is adequate inventory.
Also additional contact center help is mandatory when launching any kind of new campaign.