"To enhance online client service as well as build site awareness and interest with clients."

Step 4: Create strategies for the marketing plan.Strategies support your objective, defining the general approaches you will take to meet your objective.

For example, strategies to support the objective outlined in Step 3 could include

1) improve online communication, information, and education,

2) build awareness of and interest in your company on the Internet, and

3) communicate the Website’s existence and advantages to existing clients.

Step 5: Choose marketing programs (tactics).Marketing programs are where the action takes place - these are the things you will do to bring your strategies to life.

Marketing programs to support strategy 2 in the above example (improve online communication, information, and education) could include

1) sharing experience and observations in your industry through participation in discussion boards,

2) offering an email newsletter, and

3) listing/submitting your site to targeted search engines and directories.

The Write UpOnce you have created a marketing plan summary by working through the five steps, there are numerous ways to create an expanded write up.

If you are a company employee, there may be existing format and content you must follow.

You can find some write up suggestions in "What to Include in Your Marketing Plan Write Up" at http://www.websitemarketingplan.com/Arts/WritePlan.htm.

After the initial plan is created, you should treat it as a work in progress.

Tweak and adjust as needed in response to changing conditions.

Many companies update marketing and business plans annually when developing budgets for the coming year.

Whether you are a one-person shop or part of a good-sized company, having a Website marketing plan can help your business prosper on the Web.

About the Author Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site http://www.WebSiteMarketingPlan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Budgetsiness," ( howmuchforspider.com/TOC.htm ) .© 2002, 2004 Bobette Kyle. All Rights Reserved