How to Develop a Strategic eMarketing Plan

The main difference between a regular marketing plan and an e-marketing plan is in the methods that will be used to talk to, bring in, relate with, and sell to customers. With online marketing, you build a relationship with your customers without ever speaking to them. Your written words, your website, and your reputation do the talking with online selling.

1. Provide an overview of your overall goal with this marketing plan, which is similar to an executive summary. What do you seek to achieve by implementing this plan? For example, “Our goal is to increase web traffic to 100,000 viewers per month by June 2023.”

2. Describe the current state of your website and its marketing plans. What are your strengths and weaknesses? For instance, maybe the quality of your content is superior, or your web design is optimized for ease of use. Also, a weakness could be in the security of the site. How do you currently get web traffic and sales from your online and offline efforts? Discuss what is working and what is not. Determine how any concerns will be addressed.

3. Discuss the current climate of the e-market. What opportunities are available and the threats that are posed to your online website or software offering when it comes to marketing? For example, how competitive are the Google keywords that you will target?

4. Identify your ideal online customers, who are also called your target market. Give a profile of the group of online browsers who you think will be most interested in your product and why.

5. Discuss any research that you will do to make decisions about your e-marketing plan, such as online surveys, e-mails, polls, or even offline focus groups.

6. List a specific plan for how you will reach your target market. This could include article marketing, SEO (search engine optimization), online banner ads, targeted search marketing ads, or guerrilla marketing techniques (like posting on forums). Be sure to include any offline marketing plans as well, such as television and radio.

7. Determine the prices that will be charged to your online customers for products and services. Use a range or general terms if you will be selling many products, such as “between $1,00 to $1,000” or “mid-ranged pricing.”

8. Develop a plan to build up your reputation online. For example, you could sign up for an account with Trust Pilot, and develop your Google My Business page.