A website is not a static branch of your company; it’s an evolving platform that helps you showcase your brand and build your business. However, it’s not going to shift with the times all on its own.

Goals are critical to a company’s growth and success, and that includes marketing plans that appear on your website. You have to create a plan for your website, one that supports the marketing strategies for your company. A written marketing plan for your website will provide a blueprint for the rest of your company, and help you keep records on what works—and what doesn’t work—for future planning.

These strategic steps will help you create a marketing plan that makes your website work for smarter for your business.

Set Organization and Company Goals

* “What do I want to achieve in my business?” is a simple question, but it’s easy to lose track of the answer in the day-to-day machinations of work life. Start here and work your way forward.

* Get specific. What percentage of website traffic do you want to increase in x-number of days? How many new visitors do you want to your site during a marketing campaign? How much product do you want to move during this part of the fiscal year?

* How are you going to measure your goals? Set deadlines for the number of days spent in the marketing campaign. Time is an investment!

Once you have your big-picture goals, you’re ready for some specifics.

Defining Marketing Tactics: the Specifics

* Organize your website. Do you need to add/delete certain keywords? Add graphics or a CTA button?

* Review your content marketing. Make sure all your website copy is current. Nothing frustrates a web visitor more than dated or misleading information.

* Integrate your social media platforms. Explore all the ways your Facebook, LinkedIn, Twitter and Instagram feeds can support and link back to your website.

Once you’ve defined how you can get your website ready, it’s time to get everyone else on board with your strategies.

Strategic Website Marketing Imperatives

* Assign tasks. Get your team involved in your marketing initiatives. They’ll appreciate having a buy-in on the future of their workplace. Decide who’s going to manage your social media, who’s going to do the tracking, and who’s going to design new graphics or web pages.

* Budget your expenses. Obviously, keeping an eye on the bottom line helps a marketing plan become profitable.

* Set deadlines. If your marketing plan doesn’t drive more eyes to your site or increase sales in a certain number of days, it’s time to adjust your sails. Set aside meeting time with your team to assess the specific measures of your marketing plan, and make adjustments.

Last but not least: write down your entire website marketing plan. It can be a Word document, Power Point slides, or a whitepaper; whatever method you chose, share it with your partners, management, and employees. Get everyone involved. Writing down your goals can help you stick to them.

Zoom Design can help you write marketing plans for your website that give your brand the support and visibility it needs. Put our experienced team of marketers and designers to work for you!

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