Web Marketing Consultancy: A Solution to Your Web Marketing Needs

Marketing is a key function of any business enterprise. Business enterprises exist to serve customers and consequently earn rewards in the form of profit. These involves product design, product branding, product packaging, product publicity, product promotion, product selling and delivery. Internet has radically changed the way we interact, communicate and generally the way we live. In this revolution, marketing has not been left behind. A kind of marketing that has come up to fit into this new revolution is known as web marketing.

Web marketing refers to use of the web as a resource for marketing purposes. Any marketing strategy and plan must be able to meet the ‘4P’ of marketing. That is Product, Price, Promotion and Place. Internet, being a recent concept, is a challenge to many business enterprises that have always used the traditional mode of marketing.

Beginning with the first of the ‘4P’, that is, Product, you will find that products offered on the web are basically intangible. For example, you want to buy a pizza or a chair on the web, you won’t be able to find them in their physical form, yet you have to buy. Therefore, the web product must be packaged in such a manner that enhances the look and feel that customers would have otherwise enjoyed had they visited a physical supermarket. This requires special marketing techniques.

The next ‘P’ is the price. Factors that determine price include cost of advertisement, publicity, selling and delivery. How do you price in a situation where your advertisement bill depends on the number of clicks per product? How do you reflect the cost of delivery to clients whose geographical location is scattered all over the globe and so unpredictable? This makes pricing of web-based products to be so complex and thereby defines the complexity of marketing.

The second last ‘P’ which is promotion and which encompasses publicity and advertising is another complex phenomenon. Promotion over the web is usually done through various ways, the most common being through search engines such as Google. Unlike the traditional bill boards which can be numbered, web advertising can be done on millions of sites which fluctuate randomly. How would you be able to assess the impact of your promotion in such a volatile situation? That becomes a big challenge. This and many other such challenges require professional help which can be availed through Web Marketing Consultancy.

The last ‘P’ which refers to place is a very important part of marketing. Place in this case, refers to where the product is delivered. With web marketing, the product can be delivered through hundreds, or thousands or even millions of web sites. This too is volatile and fluctuates very fast. How are you able to tell how many shopping sites your product has been assigned by Google? How can you monitor such? These are some of the challenges faced by web marketers.

To overcome this challenge of how to deal with internet which is increasingly hooking up a lot of potential clients, Web Marketing Consultancy becomes necessary. Web Marketing Consultancy is a professional service rendered by Marketing Consultants. They are professionals engaged in devising the best marketing plan that ensures not only that the product reaches the web market but satisfies the needs of ‘4P’.

Many business enterprises are in a transitional period, trying to enter into a market that had previously been unknown and whose dynamics are unpredictable. To make sure that a business enterprise reaps maximum gains in this market, Web Marketing Consultancy becomes a key to success.

How to Make a Marketing Plan

Marketing plans can vary in size and some of the largest companies on the planet will have plans that are quite detailed. There are no extremely right or wrong ways to make a marketing plan, as long as it is created in a professional manner.

Also the plan does not have to be completed in one sitting. Take as long as you need. Some companies might have taken months to make the appropriate marketing plan when they first got started. However, it does not really matter the length of time it takes to make it, but rather what are the essential components you would like to put inside of it.

When you are writing your company’s marketing plan, the plan should be allowed to cover at least until the next projected sales year. This will give your company time to evaluate how effective the plan was and make any changes for the upcoming year. Therefore, aim to have your marketing plan compiled and ready for the start of the new fiscal year. This way any issues that need to be changed, can be done right at the beginning. As you modify your plan, you can allow it to become more advanced by inserting a section that outlines where the company would like to be within the next three to five years. What this does is sets a goal that the company can work towards.

Keep in mind that it is essential to have it readily accessible to all of the key decision-makers of the company. This can mean having it bound or placing it within a folder. Once you have made your plan, it is essential to review it to see if the company is sticking to the key objectives that were listed and outlined within the plan. It will also be essential to use it to monitor how well the sale of the product is happening.

Keep in mind that writing a marketing plan is one of the key elements of your company’s future and should not be taken lightly. This is considered one of the areas of “advanced” marketing. Therefore, when compiling your strategy, also consider the challenges that your company can face if there is a sharp turn in the economy. This information should be clearly outlined, so that everyone knows what and how the solution is to be done.

It is vital to remember that a company should spend some time in producing a marketing plan. Some companies only produce a business plan, but fail to look at the relationship between marketing and the success of the business. Even though the marketing plan is just one area of the business plan, it should not be overlooked. This is the plan that you make that will be used to see the goals within your business plan come reality.

Web Marketing As Psychological Programming

People love to learn secrets

I think that everyone has come across one of those web pages written up in the style of long sales copy. The page scrolls down for a long way and every few paragraphs it tantalizes you by saying that you will be told the secret to success, but first it needs to tease you some more and so the long sales copy continues without ever revealing the promised secret.

All the way to the bottom of the page and after much scrolling you get to the final big button to sign up. This big button is no different from the smaller ones closer to the top of the sales copy, but it acts like the grand finale now that you are properly programmed and ready to buy.

Programmed to act accordingly

In the long sales copy the only thing being offered is information that is for sale and the reason for the long sales copy is so that it can write a little program in your head. To do the programming the sales copy need to repeat itself at least 3 times on every major point being made. If you are aware of this then you can see what is happening as you read the long sales copy.

Short sales copy doesn’t work the same way because the short version relies on a certain amount of programming already being in place. We all have a certain amount of programing in place because we live in a marketing environment where we are bombarded with advertising.

Programming comes in threes

In the same way that if we use a new word 3 times it helps us to retain the use of the new word. Programming works in the same way. Television ads repeat the message and the musical jingle to penetrate both our consciousness and our sub-consciousness. The objective is to lodge the product name deep in our thought processes. We may get up when a commercial comes on and go make a cup of tea, but we are still being programmed if we are in earshot of the TV.

We program our young children not to run out onto the road. We repeat the message over and over with emotional emphasis. It’s for their own safety. We hope the programming takes a firm hold and will stop them at the edge of the sidewalk. Then it has done its job.

When a young adult joins the military they will undergo a period of deprogramming to strip away their old habits of thinking and then receive new instructions. Learning something new is not so difficult as getting rid of the old thought patterns. This is what marketing professionals are up against and they use whatever tools that are on hand.

Psychological programming or re-programming

If we want to change our old habits then new programming needs to be repeated often over a period of time. In sales and marketing it is the advertising that attempts to program us, and it is the long sales copy that has the best chance of doing this if people will read the whole page.

The programming is only partially in the repeated message. Some messages are crafted with skill and are more successful. There is a whole rack of positive and negative buttons to push for creating a sale. So we can say that programming is not just repetition but also emotional stimulation.

It is the thought that counts the most but it is the emotional emphasis that captures our attention. Just bringing up logical reasons for switching brands doesn’t always get the attention it deserves. Nor does instilling a little fear sway us to buy a new brand. It is when emotional buttons are pushed and strong logic is presented together that we see a persuasive advertisement.

What happens when you are aware of the programming?

Seldom do we see the programming coming at us because of our own preoccupation with life. This is the same preoccupation that advertising is designed to break through and grab our attention. And when the ad does get our attention we are not looking at the ad itself because we are focused on the message.

However, when we look at what the ad is doing this is when our thinking shifts dramatically. Now that we are aware of the advertising itself we start to see the repeated points and the emotional emphasis. In this way we are able to see the value, if any, being offered and be conscious of the manipulation taking place.

The rule is “Buyer beware”, but a better rule is “Buyer be aware.”

Is programming the only way to market a product?

We are not children about to run out into the street and in the market place we may feel insulted to be treated with the invalidation that advertising carries. Anytime an advertisement does our thinking for us it is nothing short of invalidation. The ad is telling us that we cannot make a good decision on our own.

We can feel the invalidation even if we don’t understand it and we can safely assume that our own market is as sensitive as we are.

In a competitive market place we may be inclined to push with programming and get the job done, and there is always an argument in favor of doing just this. However, the web provides a different option and instead of pushing our market to make a purchase there is the more powerful method of pulling. Call it attraction or magnetic marketing but it works over greater distances and for longer durations of time.

Marketing by attraction was not usually a preferred choice in the brick & mortar world because there was no practical means of marketing a small or medium business over great distance. The cost was too high and the logistics of business growth was a big risk to take.

The web has turned this around

Our web page can scroll down for miles, although this is not a recommended strategy for providing the best and most complete information for our market. There are better ways for navigation to provide the desired information. But what it means is that our web site can attract a market by offering a complete service to our market beginning with information and education.

When is the last time you’ve been in a big box store and had to look for service? What about not finding the information you need on a web site? It’s the same poor service, except there is no excuse for a web site to not be a full service 24/7 outlet. You can put everything you’ve got at the moment into the site just once and never have to repeat the effort. You just add more info as it comes along.

Eliminate the cost of time & space

Space on our web site is not costly. Distance is not a problem. Time has no meaning. The real challenge for us is to be in the top 10 for our preferred search terms. And it turns out that this is not much of a problem either if we provide the quantity and quality of content that our market wants from us because it is the same thing the search engines look for.

With quality information and education we do not need to program our market. We have plenty of time and space to attract our market without pushing them into a purchase. Such a web site has depth and will attract those portions of a market early in the buying cycle. They want and need our assistance as we build a mutual relationship.

The web and its ability to pull, or attract, a market was never possible in the brick and mortar world where every word had a cost and every mile ate up resources. When we look at web marketing as information then we have to wonder why there are so many small business web sites pushing with the high cost of advertising and consumption of resources when pulling reaches further t a lower cost.

Have we been programmed to market our web site a certain way?

Sample Marketing Plan – 6 Steps For Creating a Marketing Plan

Sometimes finding a sample marketing plan to use as a guide for writing yours can be a challenge. The problem is that there is no “one-size-fits-all” plan that you can specifically use for your business without some kind of modification.

In this article I will outline the 6 necessary elements you need in your marketing plan and some applications that will help illustrate each element. The six things you must include: an evaluation of your marketplace, the profile of your ideal customer, what you want to accomplish as a result of your marketing, the big picture view of media tools, an accountability structure that will aid in implementation, and strong financial proof that your plan will work.

Evaluate your marketplace

No matter what format you use the concept of evaluating your market is always the first step. In this part of the plan you research your top 5-10 competitors and come up with a list of strengths and weaknesses for each. You do the same exercise on your own company. This will help you create a clear picture of how you are different from everyone else.

It is on this foundation that your marketing efforts should be built. In the car rental business Hertz has always been the number one company. This made Avis come up a slogan that could help set it apart… “We’re #2 but we try harder.” This helped position Avis as a company that would work harder for you by giving you that extra level of service.

Profile of your ideal customer

The worst thing you can say about your product or service is that, “everyone has a need for it.” Segmenting your market and defining a specific profile of your best customers will help build your marketing plan in strong and healthy ways. The benefit of clearly defining your target market will not only make your job of creating and choosing marketing materials easier, but it will also save you money because you can focus your efforts on a very specific market segment.

What do you want to accomplish as a result of your marketing?

You can’t measure the success of your plan unless you have clearly defined benchmarks for comparison. Every marketing effort needs goals. They can be long-term or short-term but need to be measurable. Also, part of your plan should include evaluation points to gauge progress of your efforts.

Getting the big picture view of media tools

Before choosing what media tools you are going to use in your campaign it is essential to evaluate each tool based on the information you gathered in the first three sections of your plan. Can you effectively deliver the message of how you are unique through a particular tool? Does the tool clearly reach the ideal target market? Can it help you achieve your goals without making you go broke.

If you have done the appropriate research these questions are typically easy to answer. It is only when you decide on your desired media tool first before evaluating it’s attributes on a big picture level that you can get yourself into trouble.

Creating an accountability structure that will aid in implementation

All of the best laid plans are for nothing if you don’t have a proper implementation system. In most sample marketing plans you can see how a typical marketing calendar is laid out. It really doesn’t have to be that difficult or pretty. You simply need a week-by-week list of the specific marketing activities you want to accomplish in order to complete your overall plan. This involves taking each marketing strategy and tactically dividing it into weekly chunks. The marketing calendar should also contain the evaluation points we discussed before to help measure the progress of your goals.

Having strong financial proof that your plan will work

The final element of any plan should include a budget that gives strong financial proof that your plan will work. This is accomplished by projecting sales as a result of your marketing efforts, accurately costing out the various pieces of your marketing mix and then doing an ROI analysis (Return On Investment). Your ROI analysis should clearly show that your marketing efforts will produce a return. If your company has a long sales cycle then sometimes this will involve simply a break-even on the marketing costs up-front with the promise of larger future sales.

These six necessary elements should be included in any sample marketing plan format you are evaluating: an evaluation of your marketplace, the profile of your ideal customer, what you want to accomplish as a result of your marketing, the big picture view of media tools, an accountability structure that will aid in implementation, and strong financial proof that your plan will work.

Down and Dirty – Creating a Marketing Plan That Works

Wouldn’t it be great if you could follow the Field of Dreams approach to business? What do I mean by that? I mean simply open the doors of your business, then sit back and wait for the people to come. Unfortunately, it’s not a very realistic approach to doing business for most entrepreneurs. What is realistic is putting together a detailed plan for promoting your business, and that approach takes the form of a marketing plan.

Many people cringe at the idea of creating a marketing plan because they have never done one before. Luckily, marketing is not rocket science. True, it is a skill, but it can be mastered over time. That’s good news for anyone who worries about putting together the right marketing plan for their business. Follow these easy steps and you can get started on creating a successful marketing plan in no time at all.

Research Your Market

This is an extremely important part of your marketing plan. Chances are you have already completed a lot of market research beforehand from when you created your initial business plan. Therefore, it should not take much to identify your market segments and what will make your products and/or services stand out from the competition.

Pulling It All Together

The research on your market is just one important piece you need. Other information that will prove helpful in writing your marketing plan includes:

  • Latest financial reports (operating budget, profit and loss statements, etc.) for the current and past three years, if available.
  • A list of all products and/or services you offer, along with the target market for each.
  • Your understanding of the marketplace, i.e. competitors, types of customers you sell to, latest and most relevant demographic data and any information on trends in your markets.
  • Input from sales staff as to what the most important points, in their opinion, that should be included in the plan.

Plan Draft – Define

  • Market Situation – The market situation will contain your best description of the current state of the marketplace. There is no room for guessing here. You need to know how big your potential market is, who you are going to sell to, and just what your potential customer is (demographics, income level, etc.). A lot of this information is probably in your head, but you’ve never committed it to paper. Now is your chance.
  • Threats & Opportunities – This is a continuation of the market situation, as it focuses on the good and bad aspects of the current market. List out what threats and opportunities you see facing your business in the next year. Ask yourself, what trends in the market are working for and against you? Are there competitive trends working in your favor or against you? Do the market demographics favor you or are they against you?
  • Marketing Objectives – Here you begin to “paint a picture” of what you see for the future of your business. You want to define what marketing objectives you want to achieve over the coming year (marketing plans are generally one year in length). Each objective should include a narrative description of how you intend to accomplish it, along with concrete numbers. Remember to make your objectives simple, concrete, countable, ambitious, but definitely achievable.
  • Implementation – Each objective defined above should have several goals and tactics for achieving each, i.e. the “what” and the “why” of the marketing tasks ahead. In this section, focus on the practical side of each objective: the who, where, when and how it’s going to happen. Create an activity matrix (timeline) so you can plot out when each action needs to be taken.
  • Budget – Each planned activity needs to be assigned a dollar amount in a budget. If you are new to calculating a cost of something, give your best estimate and add 25% to be safe. Be sure to consider both internal costs, such as staffing, and external out-of-pocket expenses when creating your marketing budget.

Finally, regular review of your marketing plan is important. At a minimum, you should be reviewing quarterly, and more ideally, you should be reviewing monthly. Your marketing plan is a work-in-progress so expect it to be adjusted often depending on the results you achieve. To be truly successful, a marketing plan takes time to create and implement, but the effort and time will definitely be worth it.