| The Power of Strategy |
|
|
|
Written by Michael Linehan November 6, 2006 Strategic Web Marketing Summary: Last week Michael discussed how marketing on the Web is a process that includes three primary functions as its end goal: to attract targeted traffic, to convert the traffic to a desired goal, and to develop an on-going relationship with the visitor. From these three fundamental processes, Michael formulated a simple model of five factors necessary for a successful Web site: Strategic Planning, Content, Design, Technology and Promotion. In this post he elaborates on that approach and reveals the importance of strategic planning.The effectiveness of any planning is enormously increased by being truly strategic. But, in my experience of my own clients, strategy is implemented by few. The usual reasons lie somewhere in the area of, "We just don't have the time." Given the lack of planning in most companies, developing a powerful strategic goal and plan to get there can give you an enormous competitive advantage. Strategic goals, Strategies, Tactics, Opportunistic marketing, Outcome-focused planning. What do they all mean? Clear action to build your business comes from clear understanding. Given that, let's look at a simple model of strategy, in English that is as plain as possible. FOUR STEPS TO A STRATEGIC PLAN1. Define what you want...What are the most positive, far reaching and exciting benefits you want to create for yourself by the ultimate growth and success of your business? Different motivations can COMPLETELY change the necessary shape and course of your business. 2. Who are you selling to? You need to intimately understand who you are selling to and what they want. Selling to different kinds of people can drastically alter your marketing. 3. Therefore, what kind of business do you need to build? Your business, as it will exist, is the vehicle that will deliver what you want, in relation to the particular people you are selling to. What you need to do for this step: Choose some arbitrary time - not waaaay off in the future, but not next week. Maybe a year, maybe five. Close enough to create excitement and some pressure, but not so close that looking at it automatically makes you think, "I'll never do this." Vividly picture your business as it will exist at that time in the future - fully successful and fully delivering what you want. Now, describe that business - every aspect of what it does, how it relates to people, how it's marketing, how it is regarded, what people say about it, how many employees there are, what products and services you provide, etc., etc. Do not decide - describe. When we "decide" we can only operate in the information we already "know". To "describe" can also invoke the power of your imagination, creativity and intuition. The distinction is critical and powerful. 4. Now write your plan to build that business... Your plan is a collection of many tactics; large, fine detail, long and short term. It's about your marketing messages, your channels of delivery, and who you are reaching. All your chosen tactics are integrated into one coherent, interlocked scheme that will be sequentially implemented to move you powerfully and effectively to that business, as it will exist in the future. With such a plan, you not only have a course charted; you also have a powerful and effective measuring stick for all the constant decision points. Asking, "Is this tactic/opportunity a good idea?" begs the questions, "Evaluated how? Relative to what?" A strategic plan provides the "how" and the "what". Every decision becomes enormously smoother, faster and easier. Plan well. The results may astound you. Michael Linehan Marketing Alchemy Comments (0)
 Write comment
|
