Chapter 6. Creating a Web Marketing Plan

Before we get into all the nitty gritty details of web marketing, you need a plan—a web marketing plan. You don’t want to go blindly into web marketing. You need to know what you’re doing and why and what your goals are. Without a plan, you’re just shooting from the hip—which is no way to run a successful business.

Why You Need a Web Marketing Plan

A web marketing plan is much like a traditional marketing plan, just tweaked for the Web. It tells you where you are, where you want to be, and how you’re going to get there. The plan’s focus should be on those web-based activities that contribute to some web-related goal, such as increasing traffic to your website or increasing web sales.

An effective web ...

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