Constructing your internet marketing plans

You company has decided to implement an internet marketing campaign, but your not sure where to begin. You want to have an amazing web site, as well as all the ways to bring prospective customers to your site. But how should you go about it? Should you have your own employees do it or hire an agency to do it? What kind of computer equipment should you use, or should you hire an IT firm to do it all?

 Build your web site.
All the traffic building strategies in the world won't help you if your web site is no good. Once you have a web site you can be proud of, the rest will fall into place. You can build it yourself or by using your employees. You can also hire an information technology firm to do it and maintain it for you. If your web site is going to be relatively simple, you can look at other web sites that you like, and emulate them. If your site has many pages, on line ordering, order tracking, shopping carts, large customer databases, and a need to be able to handle lots of traffic, then make sure your can meet the demands that will be placed on it. You will do this by making sure that your web servers are powerful enough, and your web development software is up to date using the latest technologies. You will want to make sure that whoever develops your site are using a web development environment that has a proven track record, and that they incorporate flash animation as part of the overall development. Someone on the staff must be good at graphics and photography. If you purchase space from an internet service provider, you will make sure that the amount of disk space and CPU horsepower is enough for the number of customers you expect. Before you release your web site for public use, you will have beta testers find problems, so you can resolve them before the public sees them.

 Register a domain name.
Use a domain name that is short and easy to remember. If possible, it should be your company name. Someone may already own the domain. You can either buy it from them, or alter the name slightly.

Congratulations! You have a fantastic web site, with the domain name that you want, with plenty of computer muscle to handle all of your customers. Now what? You need to get your web site into the hands of your potential customers.

 Optimize.
Optimize your web site for search engines, and pay search engines to post your site.
If your staff understands search engine principles, they must do what they can to help your site show up on the most popular search engines when your product or service is typed in the search engine text box. You can hire a search engine marketing consultant to help you with this. You can also, sponsor the search engine and have your ad posted right on the search page.

 Use web traffic building strategies.
When advertising your product on TV, radio, yellow pages, billboards, business cards, etc. always include your web site's address. Have your address linked on business partner's web sites in exchange for you linking their sites, but if necessary, sponsor their web sites by paying to put a very attractive ad on their site. Advertise on email sites, portals, or any site that gets a lot of visitors. Post your site in industry forums. Make sure there is a link in your customer newsletters so those customers will return to your site. In short, do everything you can to increase traffic to your site.

 Send an email newsletter.
When your customers purchase your goods or services online, offer to email them with information on new products and offers. This will continually remind them of your company, and will inform them of offers, good bargains, and other information.

There are many other techniques to increase traffic to your site.

 Track the use of your site, and make decisions based on the data.
If search engines generate the most revenue, put more of your advertising money into that. If advertising brings more customers, consider putting more of your advertising dollar into that. Do a little market research to find out where more of your paying customers are coming from.

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