In case you can’t tell, I’m obsessed with online marketing. If you’re looking to develop your online marketing let me help you out by outlining the key components.

The key to success when making an online marketing plan is building a strategy in the shape of funnel. Your plan should carefully consider each step, and your results will directly reflect the detail and effort you put into each stage.

While this may appear to be a kickarse simple plan, you will need to put a lot of thought into each stage.

1: Target market
A well-defined target market is the first element in any marketing strategy. That might sound silly, but many people make assumptions – don’t. Sometimes identifying your niche is not so easy but the effort will be rewarded. Are you going after new 30-something mothers? 20-something mobile phone users? Over-60 retirees looking to downsize? People who love animals?

Whoever you are marketing to, make sure your one and only goal is to direct your target market to your website.

2. Website visitors
OK – lets assume your marketing is working and you’re attracting people to your site. This is where providing a slick web experience is vital. Firstly, any visitor should immediately see a solution to their problem!

Your site should be light on quantity and high on quality. Don’t bore them, don’t talk about yourself. Look at your site from your users’ perspective and make sure you incorporate techniques that drive your visitors to action. How?

  1. A professional, well thought-through design
  2. Compelling relevant content
  3. A strong call to action.

Just because someone has visited your website they aren’t really leads. Once they take the action you want – usually contacting you via contact form, email, or phone, then you’re starting to get somewhere.

3. Leads
Now let’s assume you have a customer who has shown enough interest to contact you; they have now become a lead. So how do you plan to sell to them? Without money, a contract or a promise, you still have work to do. Your lead could also be a lead for many of your competitors at the same time!

Your priority now is to make the conversion. Firstly make sure you respond promptly. Contact them – it doesn’t matter how so much but make sure to focus on your unique sales proposition. Bending over backwards also goes a long way to moving them into stage 4.

4. Conversion
This often relies on your product, price point and your sales skills. Here I can’t help you, but don’t forget, it’s not just about getting them here: it’s all about keeping them at this stage. More than anything you want repeat customers. Keep them happy and they’ll keep coming back for more.

This is where some ongoing social media can really help! Where do you need to improve your online marketing plan? Let me know – and if you need any help you’re always welcome to contact me.

About the author

Peter Engelhardt - Director Creative Brew

Peter Engelhardt

Peter has a ridiculous amount of marketing and communications experience. He is an inbound marketing advocate and a new media enthusiast with a passion for spreading his knowledge and blogging. Above all he is the driving force behind Creative Brew and a proud dad.