| Possibly one of the biggest mistakes Website owners | | | | Websites or portals to direct your advertising. |
| make is to invest the majority of their budget into the | | | | 2. What are your goals? |
| development of their Website while leaving only a | | | | Do you want to increase sales, increase brand |
| small percentage of the budget to actually market the | | | | awareness, or sign members to your newsletter? |
| site. Does this make any sense? When developing | | | | Knowing your goals could help you with the |
| your e-commerce business plan remember to include | | | | development of your keyword phrases, ad copy, and |
| reasonable marketing costs within your budget. The | | | | landing pages. And may also help to decide what |
| scale and type of marketing required to market your | | | | specific type of marketing would be the most cost |
| site is relative to your type of business. For example, if | | | | effective. |
| your business is seasonal then your marketing | | | | 3. Is your business seasonal or year-round? |
| requirements might be different than if you operate a | | | | If your business is seasonal then you may want to |
| year-round business. And if your product is orientated | | | | focus more of your budget on pay-per-click and |
| towards teens your marketing requirements will | | | | behavioral targeted advertising. If your business is |
| certainly be different than if you are selling | | | | year-round then focusing your budget on search |
| pharmaceutical or medical products. | | | | engine optimization might be a priority. |
| Considerations for Your Website Marketing Plan | | | | Below are several effective Website marketing |
| Reasonable Internet marketing costs for small | | | | methods. When developing a marketing campaign one |
| businesses could range from $2000 to $10,000. | | | | or many of these methods could be considered. |
| Medium sized businesses are easily investing $25,000 | | | | A. Pay-Per-Click Programs (PPC) - this form of direct |
| or more per year into their online marketing. While | | | | marketing displays your ad in the sponsored section of |
| there is no magic formula to calculate exactly how | | | | the search engines and in the search engine network. |
| much you should spend on Internet marketing it is | | | | This is an alternative solution if you are not ranked on |
| important to realize that some forms of marketing are | | | | the first page of the organic search listings. |
| more effective than others. But no matter what type | | | | Pay-per-click is easy to implement allowing Internet |
| of marketing you do, if you do not plan and manage it | | | | savvy website owners to instantly create their own |
| well then it may result in a lower return on your | | | | campaigns. Depending on the competitiveness of your |
| investment. | | | | keyword phrases you could launch an experimental |
| Below are several factors to consider when | | | | pay-per-click campaign for as low as 100.00$ per |
| developing your marketing plan and budget. | | | | month. Pay-per-click is an excellent marketing solution if |
| 1. Who is your target customer? | | | | you only want to market during specific seasons or |
| Are you targeting teens, doctors, parents, wives or | | | | holidays. |
| husbands? This will help you determine which type of | | | | |