Planning your website marketing strategy is like mapping out a road trip. You identify in advance where you want to be so you can easily see which roads will take you to there.
Your marketing strategy is a road map. You use it to get from where you are – to where you want to be.
Tactics are the actions that designed to achieve the goals you set in your marketing strategy.
The line between strategy and tactics can blur easily.
Niche marketing is a type of marketing strategy. It means tightly targeting your message to a specific audience.
Creating blog posts is a marketing tactic. When you write your blog posts, your marketing strategy determines what kind of posts you’ll create.
Nowhere is tightly targeting your niche market more important than when you’re planning your website marketing strategy.
According to Smart Insights, business owners are under extreme pressure. Few feel they have time to move beyond short term execution-mode. Fewer than 2% of businesses have defined long term (more than three years) vision and strategic initiatives. The majority set goals only for campaigns or quarters, not the long term.
This “run and gun” attitude can mean missing opportunities and adopting “spray and pray” tactics.
When you create a website marketing strategy, you set goals and measure performance. If you haven’t set KPIs – how can you know what’s working?
1. Creating your website marketing strategy begins with choosing your target audience.
Who are these people? What problems do they have? What problems do you and your products solve?
2. Define your goals.
Do you want to drive more traffic to your site from search? Do you want to increase sign ups for your email newsletter. (You do have an email newsletter – right?) Your website marketing strategy is the place to write down these goals – and most importantly begin MEASURING the progress you’re making towards them.
3. Choose your tactics
Once you’ve defined your audience and your goals, now it’s time to choose your tactics. The tactics you choose will depend upon the audience you’ve chosen and the goals you’ve set.
This is a horrifically simplified version of a marketing plan, but if you just take these three steps you’ll be making a huge leap from execution mode to strategic planning mode.