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Do you have marketing objectives for your Web site? With objectives to help overcome your main online challenges you can work smarter, not harder.

Think of your Web site objective as the 'big picture'. It is the basis for a marketing plan and, in general terms, answers the questions:

'How can I use the site to overcome my business's main Internet related challenge?' and/or 'What is the purpose of my site?' When setting marketing objectives, keep your site's business model and customers' decision-making stages in mind.

Business Models

The business model defines how your Web site fits into your business - how it will help your company grow. Direct revenue is a popular Web site business model, but it is not the only one. Some business models include:

- Direct Revenue / e-Commerce

Some of the most known Web site objectives relate to e-commerce or other types of direct revenue from the site. That is, the objective is to establish a direct source of revenue from orders or advertising space.

- Build Brand Image

A long-term marketing objective for your site could be to improve sales by building an image for your product, brand, and/or company. Increasingly, this is an explicit goal for large companies with ample budgets.

Small-budget companies can follow suit on a more affordable scale by building an image during the natural course of marketing. You can do this by consistently presenting similar design elements and 'personality' at each point of contact with the world - whether that contact be virtual or physical.

- Enhance Customer Service

Your site can increase revenue indirectly by improving customer service. When customers are more satisfied, they tend to spread the word about your products as well as buy more often themselves.

Customers often do product research on a Web site then later place orders via catalogue, telephone, sales representatives, a physical retail store, mail, and/or fax. In all of these cases, a Web site indirectly contributes to building the business.

- Lower Operating Costs

A Web site can help your business by lowering costs. Automated customer service functions - Web-based FAQ, order status reports, product specifications, etc. - can lower the number of customer service calls, reducing customer service labor costs.

A Web presence can also lower operating costs by streamlining communication with your business partners. Business-to-business companies can create secure Web space to communicate and collaborate with customers.

It is even possible to have individual, private sites for major clients. A central 'meeting place' that archives communications and other customer-specific information can cut down on administrative costs related to 'phone tag', inquiries, and/or the need to consciously keep all players 'in the loop'.

On the supply side, you could reduce costly business disruptions by giving key vendors Web-based access to your inventory or other real-time information.

Customer Stages: Awareness, Interest, Trial, and Repeat

When setting your marketing objectives, it may help to think in terms of awareness, interest, trial, and repeat. These concepts are often used in marketing to explain the stages a new customer (or site visitor, in this case) goes through on the path to becoming loyal to your business.

The potential visitor must first become aware of your site. Once aware, you must spark an interest with the potential visitor, motivating her/him to trial, or respond to a call to action on your site. After (s)he visits your site, that person becomes loyal by revisiting in the future.

You may be able to most effectively build your business by focusing on one or two of awareness, interest, trial, or repeat visits, then changing your focus over time. If your site is brand new or known to very few people, for example, your plan is likely to concentrate on ways to increase awareness and interest.

A focus on interest and trial may be in order, however, if you get an above-average number of 'window shoppers' - visitors who never purchase (or do not respond to some other call to action).

Additionally, if you sell multiple products or a product that needs replenishing from your site, focus on repeat purchases may be more effective.

Setting Your Marketing Objectives

While there are different approaches to setting objectives, my preference is to develop a single objective for a site that may encompass more than one approach to business building.

In the marketing plan, I include separate strategies and tactics to address each approach suggested in the site objective. I also like to note in the objective both the customer stage(s) and business model(s) I will focus on in the marketing plan. This makes it easier to decide upon the most effective marketing strategies.

Another approach is to address the customer stages separately, in a summary or write-up. With either approach, you should view your marketing plan as evolving over time. As the business environment and situations change, your focus should change as well.

Once you get past the launch stage of a new site, for example, you are in a better position to evaluate site traffic, so your plan may shift from focusing on awareness and interest to building trial and loyalty. Similarly, a better understanding of site visitors may lead you to adjust your business model to more closely address your company's and Web customers' needs.

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About The Author
Bobette Kyle draws upon 10+ years of marketing/executive experience, marketing MBA, and online marketing research in her writing. She is publisher of the ecommerce information site http://www.Take-Payments-Online.com. Bobette is also proprietor of The WebSiteMarketingPlan.com Network, http://www.WebSiteMarketingPlan.com.

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Predatory Marketing - What Everyone in Business Needs to Know to Win Today's Customer
by C. Britt Beemer (with Robert L. Shook)
Broadway Books, New York, 1997


C. Britt Beemer is the founder and chairman of America's Research Group, a market research company headquartered in Charleston, South Carolina. His book is essentially a primer on how to develop a marketing strategy in the retail sector (most of Beemer's clients are retail businesses so it is no surprise that this is his predominant focus). There are chapters on how to conduct market research; how to identify trends; the importance of having and communicating a vision; how to develop a marketing strategy; how to assess the competition; and how to develop a sustained long term vision. Most of this is pretty standard stuff, not too different from the substance of most books on strategic marketing.

Where Beemer is different is in his insistence that marketing strategies must be predatory in nature: that is, they must be oriented towards increasing market share by taking business away from competitors. This approach further implies that competitors of a business are acting also in a predatory manner, which is why market strategies should never be complacent or stand still:

"The theme that every marketing strategy ultimately fails recurs throughout this book. An explanation of why mediocre marketing strategies fail is, I believe, unnecessary. But why is even the best marketing strategy doomed to fail? Because, if it is good, competitors won't stand idly by: they will copy the strategy and, in time, improve it, rendering the original version obsolete. For this reason, a market leader must be continually tweaking his winning strategy - ideally at the peak of the trend when profit margins are high." (p.xiv)

At the end of each chapter of the book, Beemer presents what he calls 'consumer mind readers'- results of recent surveys into various aspects of consumer behavior, conducted by his firm. While totally unrelated to the subject matter of the particular chapter that it is tacked on to, there is some interesting material contained within these mini-surveys. The topics addressed in these 'consumer mind readers' are:

the 10 highest-rated products for which consumers have brand loyalty (would you believe, for example, that the highest is soft drinks, and the second-highest is insurance?)
the most common things that Americans do check out or think about before making a purchase (the top-rated item here is 'check product quality')
shopping preferences of adults and teens (adults prefer shopping in person, teens prefer shopping on the internet)
what American consumers would do if they won $100,000 in a lottery (the top choice was "put the money in the bank")
the top ten uses for the internet (number one: to do 'personal research' - Beemer doesn't tell us if this means looking up family histories or surfing the net for porno pictures)
ways in which teenagers are influenced by advertising (the most persuasive ploy appears to be giving away CDs or posters of rock groups)
twenty-five things that store appearance conveys to customers (quality, pride and selection are rated as the top three)
the top ten issues that parents are concerned about (topping the list: drugs at school)
five ways to predict the level of consumer spending (including things like: how many people are saving their tax refunds?)

how consumers think the drug problem in America should be handled (topping the list: mandatory prison sentences for those convicted)

One must be careful, though, with Beemer's facts and figures - he presents no information on survey selection procedures, respondent types, sample sizes, potential bias in the data, etc. This is quite annoying and significantly limits the practical utility of the information.

Despite all this there are some useful tidbits throughout the book. An example:

"If you can log only one number into your memory, it should be the 1.3 stores per major purchase that the American consumer will shop in the year 2000. Coupled with the fact that there will undoubtedly be more stores with more choices than ever, this alarming number substantiates that if you are not the first store shopped, your prospects are severely limited...All customers are demanding more, and if you don't give them what they want, it is certain your competition will." (p.273)

source:

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Two months ago, I stumbled upon this online marketing company who claims to be a real source of income for people like me, who wants to earn money online.

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Personally, I believe that this company is terribly misleading ordinary people like me. I was led to believe that I don’t have to pay them anything to earn online only to learn that I need to purchase products from them for me to qualify for a sure monthly check. So then, I purchased a Nutritional Health drink ($55 including shipment) from them thinking that by this time I will be getting already my sure monthly check as promised. Unfortunately and to my dismay, SFI Marketing sent me an e-mail encouraging me to make another purchase for the month of June for me to re-qualify to that said sure-check.

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When I came in for my first interview, I was appalled by the unprofessional nature of the office with it’s tattered walls and old office furniture and alarmed by the screaming coming from one of the rooms with a bunch of new recruits doing a “rah rah” routine.

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None of this was compensated by the way, and after a promise of three more weeks team training, you get to earn the privilege of earning a small percentage of your sales. It seems that they merely try to sucker in young people and recent college graduates saying they offer entry level marketing jobs and represent big corporate names. Take a real job at McDonald’s instead, get paid, and get benefits. No need to to waste your time humiliating yourself in this glorified pyramid scheme.

source: www.reviewstream.com

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One of the most important things about being an Internet marketer is knowing what your strengths and weaknesses are. Believe it or not, we all can't be experts in everything. I certainly am not. So we need to recognize where we may be lacking a bit and do our best to either minimize those weaknesses or find other ways to take advantage of them, while at the same time focusing on our strengths. In this article, I am going to try to explain what I mean.

I've been marketing online for over five years now. Still, I am not an expert at everything. There are many areas of Internet marketing that I am not so great at. One of them is graphic design. It certainly doesn't help when you are color blind. Well, in order to minimize this weakness, because I do have an ability to use software, I make my graphics as simple as possible. My ecovers are not flashy but they are functional and do look good enough to present a professional appearance.

Now, if you're absolutely horrible at something and even by keeping it simple you can't get it done right, then your other option is to outsource. Let's say that I couldn't even use the software to make a decent ecover. Well, there are plenty of people out there who can. Say you can't afford the service. Well, there is always bartering. That's right. Offer something of yours, either a skill or a product, that the other person can use. Many times other marketers will offer their services for something that they themselves need.

For example, let's say I couldn't make graphics at all. I am a pretty decent writer if I have to say so myself. Well, many graphic designers don't have very good writing skills. Maybe they're first starting out and need a sales page. You could offer to write them one for a graphics package. Certainly something can be worked out that will be in both of your best interests.

In the meantime, while you're having others do the things that you're not very good at, you can be spending the time doing the things that you are good at. This is a much better use of your time and in the long run will make you more productive with your business.

Knowing your strengths and weaknesses is key to running a successful business.

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The article above was written by Steven Wagenheim. Visit his website http://www.mysecretarticles.com

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