Most people out there who are planning on starting a new business online or adding to an existing business have their plan in their head. This is especially true for those of us who are already online. This is a sure-fire recipe for disaster, and what this post is going to do is look at a few things you must take care of before you start firing away with your online business. Basically, if you rush into a web business without taking care of this stuff, the cracks will show soon enough...
- When you realize that you are going to use the Internet for marketing, make sure you have an objective. By this I mean you have to sit down and think carefully about what you are trying to achieve with this venture. Are you planning to use the Internet to find new clients? Or are you using it to offer information and services that they might not find elsewhere? Do you want to create an online community for your existing clients? How much money do you want to spend? Work out all of this and you are on your way to being sensible and focused when it comes to Internet marketing.
- You could utilize what many of the most successful online companies do these days and have a marketing funnel. To best understand this concept, think of an upside down triangle. Clients start at the top of the funnel, where they can expect base-line or low cost products and services offered by your company. Then as they progress down the funnel, add-ons and other products that add value to the customer experience are offered. Does your company do this? Look at your product line or portfolio and work out how to keep customers travelling down deeper into the funnel...
- Get on Google and do a keyword search for the products and services that you offer. Then write down the URLs of the op five competitors that offer the same stuff you do. Then find the gaps in their service and exploit, exploit, exploit...
- Whatever you do, don't do shotgun marketing. This is where a company just tries to sell to everybody and their cat. Target your market, find out what they are like as people. Are they male or female? Where do they socialize (both on and offline?). What do they read? Find out and focus all of your efforts on them. They make your company what it is, so respect them.
- As outlined in earlier posts, know what problems your consumers have and solve them. Don't just offer a product that will help. Actively solve their problem by making it very clear to them that you know what their needs are.
We will look at more ideas on your plan for Internet marketing next post.