Strategic Planning

Marketing online delivers results for many businesses, but not all. To decide if your company will benefit from an Internet presence, ask yourself the following questions:

• Are your customers online? If not, invest elsewhere
• Are your competitors online? If so, has the internet helped their business
• Does your product lend intself to direct sales? If not, use the internet for marketing rather than selling.
• Do you have the distribution and/or resources to handle internet customers?
• Does your company sell to regional or national cutomers? If your business is strictly local, will internet maketing help meet your business goals?

Develop a web site with reasonable, business-oriented goals. Like any other marketing campaign, online marketing success comes from measurable objectives, strong content, and comprehensive marketing plans.

Next, define your objectives:

• Your marketing goals
• Your target market
• Your product - what is your unique selling position? and how will it benefit the online customer?
• Define how the internet will fit into your existing marketing plans. Are you expanding into new regions? Selling new products?
• How will the internet change your business? Be prepared for new ways of working; be ready to adapt.
• Decide on your budget. Some companies develop web sites for as little as $5,000, with costs averaging between $10,000 and $20,000 for e-commerce enabled sites. Fortunately, many online marketing activities cost little or nothing.

Once your have defined your objectives, download our Website Planning Worksheet - it will serve as a focus for the web site creation process. After you've filled in the blanks, contact GeoGRAFX to discuss your project. If you are unsure of any points, don't worry, we will go over them with you and make sure you understand the questions. Together, we will develop a plan, determining how many pages you need, how we'll link them together, and map out a strategy for getting your site up and running. The end result of this is a proposal we can use as a blueprint for the implementation of your site.

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