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Drafting an Internet marketing plan is an important
step in launching a website or online business.
Understanding the site’s target market, competition,
marketing budget, strengths, and weaknesses allows
for the best Internet marketing tactics to be
chosen to get the most visitors or profit with
the least amount of time or money. Here is a sample
Internet marketing plan outline:
I. Executive Summary
Just like in a regular marketing plan, an Internet
marketing plan should have an overall summary,
called an Executive Summary. This summary of the
entire Internet marketing plan will be the first
marketing plan element, but will be the last section
written.
II. Situational Analysis / Market Analysis
Give background information on the market the
particular website or online business is participating
in, including target market demographics, a mention
of the biggest competition and a SWOT analysis
(strengths, weaknesses, opportunities, and threats
that the website will face).
III. Marketing Goals and Strategies
Once the basic market background is covered, and
the competition is analyzed, lay out the marketing
goals for the website or online business in the
Internet marketing plan, in addition to the general
strategies for achieving those goals, and the
more specific Internet marketing tactics that
will be used (even map Internet marketing tactics
out on a calendar for planning).
IV. Financials
One of the most important parts of an Internet
marketing plan is the budget. Determine how much
money will be spent on Internet marketing efforts,
and when certain money will be spent on specific
Internet marketing tactics. Also include projections
(or forecasts) detailing what revenue or sales
figures are anticipated as a result of the planned
Internet marketing efforts.
V. Evaluation
Describe how marketing successes or failures will
be measured against the marketing goals, or any
evaluation methods to prove the effectiveness
of any Internet marketing tactics (surveys, focus
groups, etc.).
VI. Addenda
Include any additional information, charts, graphs,
or other material that couldn’t be included
directly in the text of the Internet marketing
plan.
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