Web Site Marketing Strategy Basics

You are piecing together an online advertising strategy to build your company. What general principles should you keep in mind? Initially, think of your business from multiple perspectives. Your vendors will need to interact with your web site. How can you make the deposition of goods to your catalog easier on them? How can you use your web site to expedite their payments, troubleshoot their delivery issues, and answer in the field questions?

Similarly, your distributors and customer service agents will also need to interface with your online advertising efforts. Will promoting your services via Pay For Calls online advertising drain your phone resources, or will that online advertising strategy actually free up your service representatives and create an easier shopping cart system?

In addition, you have to think about your online advertising strategy from the perspective of your budget. Do you want a serious ROI that grows over time? Are you satisfied with a more workhorse web site that serves merely as a platform to do business? Will your online advertising push remain steady overtime, or will you create marketing spurts to showcase new product outlays or major sales events?

Once you set a budget and take a 360-degree snapshot of your online advertising goals, you can then crack various strategies. Remember there is a difference between strategies and tactics. A strategy involves process thinking. For instance, you might zero in on the Superpages Pay Per Click advertising program to pump up your online advertising efforts for cities in your target state.

Tactics, on the other hand, refer to the execution of strategies. In our example, once you’ve decided on PPC online advertising, you then need to calculate out which categories are appropriate to bid on and what kind of revenues you might need to justify pay for performance.

You should also keep in mind that you’re not going to figure out all of your online advertising strategies in the abstract. You need to create some kind of structure -- be it a web site or a full-fledged ecommerce hosted facility -- to experiment with different strategies and tactics. You can play the game conservatively, but you need to start somewhere, or you’ll easily wind yourself up in knots debating what will ultimately be purely theatrical online advertising possibilities.

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