Before investing your hard-earned
dollars in web marketing, you need to get your ducks in a row. You
need to develop business goals and a strategy for reaching them, and
make sure that your business has the capability to handle this new
(and very different) marketing medium.
Before you begin the planning
process, there is some basic information you should gather together
about your customers, your traditional marketing efforts, and your
web-readiness. Print out this page and use it as a worksheet to help
you draft a web marketing strategy that can make best use of your
marketing dollars.
Print this form for
use in planning sessions
1. Do you currently have
a marketing plan?
We have a complete, written marketing plan.
There's a marketing plan in my head.
A marketing plan is being developed.
We have no formal marketing plan.
2. What is your market
break down?
Current:
Ideal:
% local customers
% regional customers
% national customers
% international customers
% local customers
% regional customers
% national customers
% international customers
3. What advertising/promotion
media are you currently using?
Newspaper
Direct mail
Magazine
Specialties
Radio
Word of mouth
Television advertising
Trade shows
In-person sales
Internet or Online service
4. What do you believe
the Internet will do for your business that your current marketing
doesn't?
Reach a larger/new group of potential customers
Market to customers that are hard/expensive to reach with traditional
methods
Streamline current sales or support processes
Provide more flexibility/quicker response in marketing
Provide more information to customers
Allow for e-commerce and online ordering
5. How will you manage
your online marketing materials?
Developing Your
Web Site:
Maintaining Your
Web Site:
In-house staff
Outside agency
Consultant
Not sure
In-house staff
Outside agency
Consultant
Not sure
6. What expertise is available
in your organization? What skills or training do they currently have
in web site development?
Computer specialists:
Marketing/Design specialists:
7. Are you considering
installing your own web server?
Yes, we will install our own web server
No, we will contract with hosting service
Don't know
8. What computer equipment
is currently available in your business?
Number of Computers
Number of Modems
9. What type of phone lines
serves your business?
Copper telephone lines
Fiber optic
T1 or T3 line
ASDL
Don't know
Print this form for
use in planning sessions
Funding
for Net Profit is provided by a grant from USDA Rural Development
and by the Members of Prairie Public Television.
