This is something I whipped up as a final individual project, for my Foundations of Entrepreneurship class, during my last semester.

1. DEVELOPING A WEBSITE
MARKETING STRATEGY:
FROM THE ENTREPRENEURS’ GUIDE SERIES
ADRIAN R. CARRIÓN Spring
2012

2. DEVELOP A PLAN FIRST
Define Goals • Marketing Goals
• Key Performance
KPIs Indicators
Web
• Use online tools to
measure*
Quantitative Qualitative
Analytics Metrics
Metrics
Metrics
• Use data to drive other
Analyze quantitative and
qualitative studies
Take Action • Analyze Data
• Implement Tactics
Adjust
• Steer the conversation
Adrian Carrion SP12 RBS 2

3. TO DEFINE GOALS YOU NEED
TO DO YOUR RESEARCH STEP 1
• What are you selling, a product or a service?
• How do you carry out your sales, online or in person?
• Where do your prospects go online?
• Do they read news, watch videos, tweet, play games?
• What are the complimentary goods or services?
• Where are the opportunities for collaborative marketing?
• Who is the competition?
• How do you perceive their marketing strategy?
• What are the substitutes?
• How are the substitutes marketed?
• How is your offering different?
• What is your competitive edge?
• Is your innovation radical or incremental?
• Have you created a new niche market?
• How big is this market?
• How much do your prospective customers spend today?
Adrian Carrion SP12 RBS 3

4. MORE NECESSARY RESEARCH
• Analyze top competitive • Explore statistics:
websites / web applications monthly traffic
estimation,
• Discover their target demographics, and more
keywords (density analysis,
meta tags, etc.) • Identify relevant keyword
(combinations, synonyms,
• Explore SEO data (Page plurals)
Rank, incoming links, web
directories, etc.) • Estimate the monthly traffic
per each keyword
• Reveal their online marketing
tactics (PPC, SEO, advertising • Cost per Traffic Estimation
sources)
• Estimate cost per traffic (CPC,
• Evaluate competition per CPM, submission/distribution
each keyword fees, service fees, etc...)
Adrian Carrion SP12 RBS 4

5. DEFINE YOUR MARKETING GOALS
10 Examples
from MarketingJive.com
1. Improve Number of Leads
• bottom line is lead generation and improving ROI.
2. Improve the Quality of Online Leads
• better leads can mean quicker and potentially more sales.
3. Improve the Overall Online Experience
• keep your users' needs first and foremost to help build lifetime value
and relationship. Improving the online experience will help improve
repeat visits and help generate top of mind awareness.
4. Improve the Engagement Rate
• engaging the user with proper use of conversion triggers and calls to
action can help increase the number of leads that are generated.
5. Move Prospects Through the Buying Process/Funnel
• A key goal for B2B marketers should be to help solve the needs of their
prospects by providing them with all of the information they need to
make a purchase decision as they work through the buying funnel.
Adrian Carrion SP12 RBS 5

6. DEFINE YOUR GOALS CONTINUED…
6. Increase the Number of Qualified Visitors to your sites
• increasing the number of qualified visitors to your site means a
greater chance for obtaining more qualified leads.
7. Reduce Cost of Leads
• an effective online strategy can help reduce the cost of each lead
that is generated.
8. Increase Online Inquiries
• one of the more important conversions that B2B marketers should
focus on is to increase online inquiries that have the potential to
become qualified leads. Depending on the phase of the buying
funnel the user is at, you can use your online marketing strategy to
intercept the prospect and increase the number of email requests or
phone calls for additional information inquiries that the user may have.
9. Promote Offline Sales
• use online to drive offline business. The majority of actual B2B
transactions will take place offline.
10. Deliver Customer Service and Value to Your Target Market(s)
Adrian Carrion SP12 RBS 6

7. DECLARE YOUR KPI’S
(KEY PERFORMANCE INDICATORS)
STEP 2
5 Examples
1. Basic Web Traffic and Conversion
• The de-facto metric for measuring brand awareness and
brand reach
2. Lead and Campaign Activity
• Track your leads and campaigns each month, and visually
represent how the total number of new leads, and the
breakdown by type, is changing over time
3. The Marketing Funnel
• Throughput: Inquiries (raw leads); MQL (marketing qualified
leads); SQL (sales qualified leads); Leads Qualified to
Opportunity Pipeline
4. Marketing Contribution to Revenue
• The two KPIs that can be tracked here are % of
revenue sourced by marketing and % of revenue
influenced by marketing (Program effectiveness). 7

8. DECLARE YOUR KPI’S
(KEY PERFORMANCE INDICATORS)
STEP 2
…CONTINUED
5. Product/Service
Usage
• Online, marketers
can track actual
customer usage
behavior - without
surveys, focus
groups, or help
desk calls
8
Adrian Carrion SP12 RBS

9. ANALYZE AND IMPLEMENT STEPS
3&4
• Recap! So far we have:
• Conducted Research
• Defined Goals
• And Identified our Key Performance Indicators
• Now we need to measure, analyze and implement
tactics to fulfill our strategy.
• For this we need Web Analytics
• What is Web Analytics?
1. The analysis of qualitative and quantitative
data from your website and the competition
2. To drive a continual improvement of the online
experience of your customers and prospects
3. Which translates into your desired outcomes (online and
offline) Adrian Carrion SP12 RBS 9

10. 11 BEST WEB ANALYTICS TOOLS
INC 500 Break out your tool box
and start measuring!
Tool Price Category
Facebook Insights Free Social Analytics
Twitalyzer Free Social Analytics
Google Analytics Free Clickstream Analysis Tools
Yahoo Analytics Free Clickstream Analysis Tools
Crazy Egg $9-$99/month Clickstream Analysis Tools
Compete Prices Vary Competitive Intelligence Tools
Google Website Optimizer Free Experimentation and Testing Tools
Optimizely $19-$399/month Experimentation and Testing Tools
Kissinsights from Kiss Metrics Free-$29/month Voice of Customer Tools
4Q by iPerceptions Free Voice of Customer Tools
ClickTale Free to $990 Voice of Customer Tools
10

11. USE YOUR BEST
Step 5
MARKETING TACTICS
• Now that you know who your audience
is, and you have revealed their segments,
take action!
• Here’s a list from toprankblog.com of today’s top marketing tactics
• Search Engine Optimization
• Social Network Participation
• Blogging
• Email Marketing
• Content Marketing
• Pay per click
• Video Marketing
• Micro-blogging (Tweeting)
• Social Media Advertising
• Create/post interactive demos
(flash animation, etc)
• Corporate Website – internal newsletter
Adrian Carrion SP12 RBS 11

12. ADJUST TO THE
CHANGING MARKET
• A Marketing Strategy needs to be flexible
• Since, your product/service can become popular with various
segments of the market over time
• Your message will have to change over time
• These changes are often unpredictable
• Therefore, a Marketing Strategy needs
to be steered like a moving vehicle
• Continue to monitor your analytics, implement
new tactics (as they develop), and engage
your current audience. Step 6
• Do this as periodic as you notice changes
to your audience.
Adrian Carrion SP12 RBS 12

13. WORKS CITED
• http://www.websitemarketingplan.com/
marketing_management/MarketingPlanningArticle.htm/
• http://www.keyscouts.com/Online%20Marketing%20Plan
%20-%20Bar-Ilan%20University.pdf
• http://www.webmarketcentral.com/
how_to_write_a_web_marketing_plan.htm
• http://www.marketing-jive.com/2007/06/online-
marketing-goals-top-10-online.html
• http://www.inc.com/guides/12/2010/11-best-web-
analytics-tools_pagen_3.html
• http://www.toprankblog.com/2010/07/seo-tops-digital-
marketing-2011/
• http://www.digitalmarketingstrategy.com/
Adrian Carrion SP12 RBS 13