Develop Your Web Site Marketing Plan

Adapted from content excerpted from the American Express® OPEN Small Business Network

Web site marketing is essential because it increases the likelihood that the time and money you invest in creating a site will pay off. This workshop will help you quickly and easily create a strategic and tactical Web site marketing plan by guiding you through key decisions and prompting you to formalize goals.

You can use this workshop no matter where you are in the Web site marketing process. If you want to create a comprehensive plan, start at Step 1 and work your way through each exercise. At the end of the workshop, you'll receive a custom Web site marketing plan that you can print out. If you prefer to get specific information that matches your current marketing needs, select the appropriate step from the table below. After you complete it, you can move on to the other workshop steps or print only the results of the area you completed.

Create a comprehensive plan now.

Workshop Overview

Step 1: What Do You Want to Accomplish?	Set Your Objectives
Step 2: Who Are Your Customers?	Define Your Audience
Step 3: How Is Your Business Different from Others?	Create Your Positioning
Step 4: How Will You Reach Your Audience?	Select Marketing Tactics

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