| Internet Marketing has been a buzzword for over a | | | | communications plan? What are the differences? Is |
| decade now, a short time by ordinary measure. And | | | | the marketing plan just one aspect of the |
| yet in terms of Internet reckoning, this is a very long | | | | communications plan? Should one consider combining |
| time. Whatever, we always go back to the origin of | | | | them into a single document? |
| the word marketing. | | | | A communications plan is a PART of your marketing |
| Marketing, as we know it, primarily concentrates on | | | | plan. A communications plan is a focused strategy you |
| consumers. As Internet marketer, your responsibility is | | | | use to get the word out about your business, product |
| to determine your consumers` - or potential customers` | | | | or service. |
| - needs and desires. You then develop strategies - | | | | You may use a variety of communications tactics |
| both online and offline - about your product`s important | | | | such as public relations, advertising and speaking |
| features, persuade your potential customers to | | | | engagements. Yes, it does identify who you are |
| purchase your product, and make sure your | | | | communicating to and what your message is, and |
| customers are satisfied with their purchase. | | | | where and how you will get that message out, and |
| In the olden times marketers stopped with the sale of | | | | often has goals or objectives you are trying to |
| products and services. Today, successful marketers | | | | achieve. |
| make it their strategy to sell to existing customers | | | | Here's the difference between the twoa marketing |
| more than finding new buyers. Why? Because it is | | | | plan starts by creating a strong, strategic marketing |
| more profitable to sell to existing consumers than to | | | | foundation for your communications plan. It addresses |
| new ones! | | | | the goals and objectives for your business, not just for |
| Why do I belabor this definition? Because in essence, | | | | your communications activities. |
| that is what marketing is all about. If you understand | | | | It addresses how you package, price and sell your |
| the above definition, and I have highlighted the | | | | product or service, not just how you talk about it. It |
| important keywords, your duties as Internet marketer | | | | takes into consideration your competitors and helps |
| is placed in correct perspective. With this at the back | | | | you develop a unique selling proposition to ensure your |
| of your mind, there is no doubt you will become a | | | | product or service is uniquely positioned in the minds of |
| profitable entrepreneur. | | | | your prospects and customers. |
| With marketing as defined above, you now understand | | | | And it ensures you have a way to track all of your |
| why almost all the successful Internet marketers today | | | | marketing activities to create the greatest possible |
| flood your server with opt-in emails. Or fire you up with | | | | success for your business. |
| their newsletters` latest edition. Because they consider | | | | You need a marketing plan FIRST |
| you as within their loop of customer base (even if you | | | | The messaging part of your marketing plan is where |
| have not bought from them before; your only | | | | your communications plan comes in. Once you have |
| participation to their business is to sign up for their | | | | created a strong, strategic marketing foundation (which |
| newsletters` subscription forms). | | | | you will do as part of creating a marketing plan) you |
| Be that as it may, we now go back to the definition of | | | | can determine a message strategy and tactics - this is |
| marketing given above and list down the important | | | | your communications plan. And it most definitely can |
| keywords. Internet marketers tweak the keywords | | | | be a part of the same document. |
| inside and out. Millions of pages have been launched on | | | | When I write marketing plans for clients, the |
| the Internet out these keywords. | | | | communications plan is part of the marketing plan. The |
| The shady marketers target all and sundry potential | | | | only time it is not, is when the client has written their |
| customers, prying on the innocents specifically. They | | | | own business and marketing plans. But in those cases, |
| offer all kinds of products and programs, rather than | | | | I make sure I either get to review their plans or that I |
| educating the unsuspecting readers. If you were one | | | | completely understand their business goals and |
| of those who is a beginning Internet surfer to scout for | | | | strategy so I can develop a marketing communications |
| an online business, in all probability you have been | | | | plan to support them. |
| victimized by these shady characters. Beware | | | | The success of your communications plan depends on |
| therefore. | | | | it |
| Is A Marketing Plan The Same Thing As A | | | | If all you have is a communications plan; you are |
| Communications Plan? | | | | missing an important part of what it takes to make a |
| How does a marketing plan relate to an organization's | | | | business successful. A marketing plan is essential. |