How to Use This TemplateAn internet marketing plan describes and guides all aspects of a company or organizations onlinema...
I recommend that you use this template as part of a complete internet marketing effort in four phases.1. Phase One – Infor...
Internet Marketing Plan for[client name]Prepared by     [name]Version [x.x][preparation company name][date]
Internet Marketing Plan5. Table of Contents1.     Table of Contents .........................................................
Internet Marketing Plan       7.2.1        Research .........................................................................
Internet Marketing Plan       9.7.3         List Growth .....................................................................
Internet Marketing Plan7. Executive SummaryThis is a template for an internet marketing plan, prepared by Leo Wadsworth Co...
Internet Marketing Plan9. Business and Products Analysis        9.1      Business Analysis9.1.1 Overall Internet Business ...
Internet Marketing Plan        9.3     SWOT Analysis9.3.1 StrengthsStrengths involve items which are internal to the compa...
Internet Marketing Plan10.     Market Analysis        10.1 Current MarketsWhat is the current market? Example: demographic...
Internet Marketing Plan11.     PersonaUsing persona can be a powerful way to help analyze and understand your market and y...
Internet Marketing Plan        11.2 Keywords11.2.1 ResearchThis effort is to determine the keywords that we will use, both...
Internet Marketing Plan12.     Marketing Strategies        12.1 Marketing ObjectivesThe primary objective of this marketin...
Internet Marketing Plan13.     Marketing Implementation        13.1 PPC marketingPPC stands for “Pay Per Click”. The large...
Internet Marketing Plan        13.4 SEO Marketing13.4.1 SummarySummary of the overall SEO Marketing effort.13.4.2 SEO Phil...
Internet Marketing Plan        13.5 Affiliate MarketingAffiliate marketing is a process in which other people sell your pr...
Internet Marketing Plan13.7.3 List GrowthDiscuss how the list be grown. JV Giveaways?13.7.4 Autoresponder DevelopmentDiscu...
Internet Marketing Plan       Write articles for magazines, your local newspaper, and other publications read by        y...
Internet Marketing Plan14.     Calendar and TimingThis section describes the calendar and timing for the marketing efforts...
Internet Marketing Plan15.     Sales TrackingThis section describes how sales will be tracked and metrics used.           ...
Internet Marketing Plan16.     Contingency Planning        16.1 Success CriteriaThis describes what criteria should be use...
Internet Marketing Plan17.    Action Items / Next StepsWhat are the action items and next steps to be taken?              ...
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Internet marketing plan

  1. 1. How to Use This TemplateAn internet marketing plan describes and guides all aspects of a company or organizations onlinemarketing efforts.This template will help you produce a complete end-to-end marketing plan quickly. The template isgeneric enough for use with an extremely wide variety of businesses. It is useful for information (virtual)product businesses, businesses with physical products, service oriented businesses, and even localbusinesses serving local customers.This template includes general business topics that are important in developing a great marketing plan.These topics include competitors, opportunities, and much more.This template is delivered as a standard Word document, allowing you complete freedom to edit it anduse it as you see fit. You can easily edit or delete sections as appropriate for the particular situation.The only restriction is that you do not have PLR rights to sell it as a template to other people. You mayuse a completed marketing plan with your own business, or for your consulting clients.  Using this template will help make sure that the entire range of internet marketing options are covered.  Using this template will make developing a complete internet marketing plan go faster because much of the common boilerplate text is included. You do not have to rewrite the standard text from scratch.  Using this template will make developing a complete internet marketing plan go faster because it is already formatted for delivery.  Using this template for your own business will help you market your business and gain more customers.  Using this template as a tool for consulting for other businesses will help your reputation as an internet marketing expert.  Using this template as a tool for consulting for other businesses will help you gain ongoing business. You will be the natural person to implement the marketing plan that you deliver to your customer.
  2. 2. I recommend that you use this template as part of a complete internet marketing effort in four phases.1. Phase One – Information GatheringDuring this phase, you gather all of the information required to complete the internet marketing plan.You need to understand the business, its products, its current marketing efforts, its competition, etc.The template will help you make sure you cover all the areas you need to cover to do a great job.2. Phase Two – AnalysisThis phase adds the most value. You take the raw data gathered in Phase One and analyze it to create acomplete understanding of the business, its current operations and marketing, and a detailed plan forhow to market the business on the internet.The template will guide the analysis process to help you create the most effective and complete plan.3. Phase Three – DocumentationThis phase is where you create the actual document for your own use and/or to deliver to your client.You are able to delete or modify sections to ensure your ability to deliver during the implementationphase.Using the template allows you to avoid all the boring repetitive work involved, and to concentrate onthe highest-value part of planning.4. Phase Four – ImplementationThis phase follows after the plan is totally completed. Based on your abilities, the available budget, andthe wishes of your client (if applicable), you are then able to accomplish the tasks outlined in themarketing plan. Of course, you can outsource (at a profit) tasks which you either do not want to do, orare not able to do.Using the template gives you a complete plan to follow with milestones and steps for implementation.
  3. 3. Internet Marketing Plan for[client name]Prepared by [name]Version [x.x][preparation company name][date]
  4. 4. Internet Marketing Plan5. Table of Contents1. Table of Contents ............................................................................................................................ 42. Document History ............................................................................................................................ 63. Executive Summary ......................................................................................................................... 74. Terminology .................................................................................................................................... 75. Business and Products Analysis ........................................................................................................ 8 5.1 Business Analysis...................................................................................................................... 8 5.1.1 Overall Internet Business Summary .................................................................................. 8 5.1.2 Traffic ............................................................................................................................... 8 5.1.3 Conversions...................................................................................................................... 8 5.1.4 Economics ........................................................................................................................ 8 5.2 Products Analysis ..................................................................................................................... 8 5.2.1 Products Descriptions ....................................................................................................... 8 5.2.2 Unique Selling Proposition (USP) ...................................................................................... 8 5.2.3 Value to Customers .......................................................................................................... 8 5.3 SWOT Analysis ......................................................................................................................... 9 5.3.1 Strengths .......................................................................................................................... 9 5.3.2 Weaknesses ..................................................................................................................... 9 5.3.3 Opportunities ................................................................................................................... 9 5.3.4 Threats ............................................................................................................................. 96. Market Analysis ............................................................................................................................. 10 6.1 Current Markets ..................................................................................................................... 10 6.2 Competitors ........................................................................................................................... 10 6.3 Future Markets ...................................................................................................................... 107. Persona ......................................................................................................................................... 11 7.1 Demographic Factors ............................................................................................................. 11 7.1.1 [Name of First Persona, demographic factors] ................................................................ 11 7.1.2 BIO ................................................................................................................................. 11 7.1.3 Interests / Needs ............................................................................................................ 11 7.1.4 Specific Benefits ............................................................................................................. 11 7.2 Keywords ............................................................................................................................... 12 Page 4 Original template from leowadsworth.com
  5. 5. Internet Marketing Plan 7.2.1 Research ........................................................................................................................ 12 7.2.2 Initial Selection of Keywords ........................................................................................... 128. Marketing Strategies...................................................................................................................... 13 8.1 Marketing Objectives ............................................................................................................. 13 8.2 Budget ................................................................................................................................... 13 8.3 Products and Pricing Strategy ................................................................................................. 13 8.4 General Strategy .................................................................................................................... 139. Marketing Implementation ............................................................................................................ 14 9.1 PPC marketing........................................................................................................................ 14 9.2 Other Internet Advertising ..................................................................................................... 14 9.3 Website ................................................................................................................................. 14 9.4 SEO Marketing ....................................................................................................................... 15 9.4.1 Summary ........................................................................................................................ 15 9.4.2 SEO Philosophy............................................................................................................... 15 9.4.3 Keywords ....................................................................................................................... 15 9.4.4 Off-Site SEO .................................................................................................................... 15 9.4.5 Viral SEO......................................................................................................................... 15 9.4.6 Social SEO ....................................................................................................................... 15 9.4.7 Site-Wide SEO ................................................................................................................ 15 9.4.8 On-Page SEO .................................................................................................................. 15 9.4.9 Local SEO ........................................................................................................................ 15 9.4.10 Search Results SEO ......................................................................................................... 15 9.4.11 CMS SEO......................................................................................................................... 15 9.4.12 Implementation.............................................................................................................. 15 9.5 Affiliate Marketing ................................................................................................................. 16 9.5.1 Training and Materials .................................................................................................... 16 9.5.2 Sources for Affiliates (Such as former customers) ........................................................... 16 9.5.3 General Affiliates ............................................................................................................ 16 9.6 Email (Newsletter) Marketing................................................................................................. 16 9.7 Email (Lists) Marketing ........................................................................................................... 16 9.7.1 Opt-In / Generated Lists ................................................................................................. 16 9.7.2 Purchased Lists ............................................................................................................... 16 Page 5 Original template from leowadsworth.com
  6. 6. Internet Marketing Plan 9.7.3 List Growth ..................................................................................................................... 17 9.7.4 Autoresponder Development ......................................................................................... 17 9.8 Press Releases ........................................................................................................................ 17 9.9 Social Media Strategy (Facebook / Twitter) ............................................................................ 17 9.10 Reputation Enhancement / Brand Building ............................................................................. 17 9.10.1 Whitepapers / Peer-Reviewed Publishing ....................................................................... 17 9.10.2 Blog ................................................................................................................................ 17 9.10.3 E-Zine Article Marketing and Guest Blogging .................................................................. 17 9.10.4 Forums ........................................................................................................................... 17 9.11 Offline and Other Marketing .................................................................................................. 17 9.11.1 Material Preparation ...................................................................................................... 18 9.11.2 Personal / Current Marketing ......................................................................................... 18 9.11.3 Tradeshows .................................................................................................................... 18 9.11.4 Salespeople .................................................................................................................... 1810. Calendar and Timing ...................................................................................................................... 19 10.1 Milestone One ....................................................................................................................... 19 10.2 Milestone Two ....................................................................................................................... 1911. Sales Tracking ................................................................................................................................ 2012. Contingency Planning .................................................................................................................... 21 12.1 Success Criteria ...................................................................................................................... 21 12.2 Risk Mitigation ....................................................................................................................... 2113. Action Items / Next Steps............................................................................................................... 226. Document HistoryVersion 1.0 – initial draft delivered [date] Page 6 Original template from leowadsworth.com
  7. 7. Internet Marketing Plan7. Executive SummaryThis is a template for an internet marketing plan, prepared by Leo Wadsworth Consulting (LWC),http://leowadsworth.com, email: lwadsworth@leowadsworth.com. While this plan focuses on internetrelated marketing, it does touch on offline marketing as well. However, this is not a business plan, but isspecifically focused on marketing related data and plans.While it is impossible to absolutely guarantee a particular outcome, especially in this highly varying anddepressed economy, it is strongly believed that this marketing effort will result in tuned controllablestrategies capable of delivering more customers than can be properly serviced with the currentinfrastructure. This should cause the limits to be driven by business capacity, rather than lack ofcustomers.8. TerminologyIt is important that we use the same vocabulary to retain precision in our communication. This sectionwill detail specific terms used in this document.Conversion – this represents an actual purchase – something where a customer actually gives us money.Keywords are the words and phrases used by people when they search. A keyword is not necessarily asingle word, but rather a single search.Organic Traffic – this is traffic coming to the website from normal search results, as opposed to ads. Aswe improve the website, we intend to increase this free traffic.PPC – Pay Per Click advertising, typically on Google (Adwords), but also includes Bing/Yahoo. The adsare sold using an online automated auction model for a given keyword.SEO – Search Engine Optimization, efforts we take to improve how your website appears in the searchresults from Google and Bing and Yahoo. Page 7 Original template from leowadsworth.com
  8. 8. Internet Marketing Plan9. Business and Products Analysis 9.1 Business Analysis9.1.1 Overall Internet Business SummaryThis summary is about the overall internet component of the business.9.1.2 TrafficHow is the traffic to the business?9.1.3 ConversionsHow are conversions (both as raw numbers, and as % of traffic)9.1.4 EconomicsHow is the economics of the business? Making/losing money? Is there any obvious areas for significantimprovement of efficiencies? Outsourcing opportunities? 9.2 Products Analysis9.2.1 Products DescriptionsDescribe the products or services to be sold.9.2.2 Unique Selling Proposition (USP)What makes the offering unique? List unique items as well as items other might have but you have in aunique combination.  Item 1  Item29.2.3 Value to CustomersWhat are the specific benefits for your customers? This is not a list of features, but rather what benefitsthe customer receives.  Benefit 1  Benefit 2  Benefit 3  Benefit 4  Benefit 5 Page 8 Original template from leowadsworth.com
  9. 9. Internet Marketing Plan 9.3 SWOT Analysis9.3.1 StrengthsStrengths involve items which are internal to the company and its methods and products. These arethings which contribute to strength in the marketplace.  Strength 1  Strength 29.3.2 WeaknessesWeaknesses involve items which are internal to the company and its methods and products. These arethings which weaken CTM’s strength in the marketplace. These weaknesses are viewed both internally(things which we know about because we are part of the company) and externally (things which wouldappear from a customer’s perspective).  Internal o Weakness 1 o Weakness 2  Extenal o Weakness 1 o Weakness 29.3.3 OpportunitiesOpportunities are things both internal and external to the company which represent opportunities forimprovement or advancement in the marketplace.  Internal o Opportunity 1 o Opportunity 2  Extenal o Opportunity 1 o Opportunity 29.3.4 ThreatsThreats are external to the company, and typically represent actions or potential actions by competitors.  Threat 1  Threat 2 Page 9 Original template from leowadsworth.com
  10. 10. Internet Marketing Plan10. Market Analysis 10.1 Current MarketsWhat is the current market? Example: demographics of current customers, size of market, etc. 10.2 CompetitorsWho are your main competitors? You may want to do a SWOT analysis on each one if there are just afew. It is also wise to see who is advertising or ranking on Google for similar services. 10.3 Future MarketsAre there opportunities / markets that you can serve in the future that you are not currently serving?Some of these may be appropriate to go after immediately, while others may be deferred until later. Page 10 Original template from leowadsworth.com
  11. 11. Internet Marketing Plan11. PersonaUsing persona can be a powerful way to help analyze and understand your market and your customers.A good introduction to the use of persona can be found here: An introduction to personas and how tocreate them 11.1 Demographic FactorsIn developing the persona it is appropriate to consider a number of different demographic factors, suchas sex, age, financial status, etc. This section details the demographics which were appropriate for thismarketing plan.Typically 4-5 persona are appropriate. Often it takes significant effort to get it down to this number, butthe effort is time well spent because it sharpens the marketing focus and effort.11.1.1 [Name of First Persona, demographic factors]Insert Picture – using a “picture” of the fictional person helps the client really make a connnection to thepersona11.1.2 BIOinsert a short “biography” of the persona11.1.3 Interests / NeedsWhat are the general interests and needs of the person?11.1.4 Specific BenefitsHow are you able to benefit this person? Page 11 Original template from leowadsworth.com
  12. 12. Internet Marketing Plan 11.2 Keywords11.2.1 ResearchThis effort is to determine the keywords that we will use, both in optimizing the website and in the PPC(pay per click) advertising campaign. In many ways, the right keywords drive the entire marketing effortso it is important to choose these carefully. By choosing keywords which are relevant to our products,we enhance both the initial click and the conversion rates because our audience is matched to ourofferings.The long tail of a keyword represents a far greater number of searches than the head. In a 2008 report,Bill Tancer, general manager of global research at Hitwise, revealed that for any given topic, the top 100keywords account for just 5.7% of all website traffic - while long tail keywords account for the remaining94.3%!There are two ways to utilize the long tail. One is to use broad matches on a few keywords and then tohave an extensive custom exclude list. The other is to use a long list of keywords. Both have advantagesand disadvantages.There are two specific advantages to using long tail keywords. First, they are more targeted to thespecific audience. For example, we will make sure that “free” is NOT part of the search term,eliminating folks doing searches that are not related to us.Second, they have less competition for advertisements than the head keywords, resulting in cheaper adsfor us.11.2.2 Initial Selection of KeywordsThis section describes the process used, and the initial keywords. Page 12 Original template from leowadsworth.com
  13. 13. Internet Marketing Plan12. Marketing Strategies 12.1 Marketing ObjectivesThe primary objective of this marketing plan is to … 12.2 Budget***It is absolutely crucial that the budget be determined for the marketing effort. It is VERY easy tospend lots of money on ads without anything to show for it. Knowing your budget and tracking yourprogress and effectiveness is important to avoid going out of business.*** 12.3 Products and Pricing Strategy This section details the exact products and pricing to be used, including discounts and promotions. 12.4 General StrategyThis section states the general strategy, including coordination with offline marketing. Page 13 Original template from leowadsworth.com
  14. 14. Internet Marketing Plan13. Marketing Implementation 13.1 PPC marketingPPC stands for “Pay Per Click”. The largest target (by far) for PPC advertising is Google AdWords. Theseare the ads you see alongside the search results when you search using Google.com. Advertisers (likeus) pay Google based upon the number of clicks generated sending people to our site.The nature of PPC campaigns is to always tweak and improve them and monitor them for changes andways to improve them, but the initial effort should provide a robust base framework.Resource: a great resource is “The Definitive Guide to Google Adwords”, a $49. e-book available fromhttp://perrymarshall.com.There are certain things to watch closely in a PPC campaign. First, you watch and track the cost you arepaying per click closely. As your advertisement “quality score” goes up with Google over time, you canoften reduce your bid per click and retain your ads positions and effectiveness at lower cost. BecauseGoogle wants good quality ads and results, they reward such ads according to their own algorithms.Next you need to watch the percentage of clicks versus ad impressions. You want to optimize your adsto generate the most clicks for the least impressions. More clicks per impression will mean less moneyspent on ads because it affects the quality rating of the ad. This typically involves testing multiple ads todetermine what works best. Small changes in the ads can make huge differences. Here’s an examplefrom Perry Marshall of an ad where a small change results in a 63% improvement in results.Simple Self Defense Simple Self DefenseFor Ordinary People For Ordinary PeopleEasy Personal Protection Training Fast Personal Protection Trainingwww.tftgroup.com www.tftgroup.comResponse rate: 0.8% Response rate: 1.3%Yes, changing one word from “Easy” to “Fast” made a huge difference.Finally, you need to watch the conversion rate on your website. The ad will send people to a customlanding page, which will pitch them to buy the product. The better the landing page / sales pitch, themore people will actually buy the product. You have the advantage that the folks coming to the landingpage have already expressed interest – you “just” need to close the sale. Better conversion rates meanlower costs. This is another area for continuous testing and refinement. 13.2 Other Internet AdvertisingThere are many other opportunities for advertising on the Internet, such as Facebook, LinkedIn, etc. 13.3 WebsiteThis section describes issues concerning the website of the company, including any changes to be made. Page 14 Original template from leowadsworth.com
  15. 15. Internet Marketing Plan 13.4 SEO Marketing13.4.1 SummarySummary of the overall SEO Marketing effort.13.4.2 SEO PhilosophyDescribe your SEO Philosophy13.4.3 KeywordsRe-iterate the keywords selection area, along with any specifics related to SEO13.4.4 Off-Site SEOThings which are done off-site (primarily backlinks) to improve SEO13.4.5 Viral SEOThings which are done to encourage others to link to your site organically (such as link bait or viralcontent)13.4.6 Social SEOThings to be done with the social media to enhance SEO results13.4.7 Site-Wide SEOThings to be done on entire site for SEO, such as domain name selection, subdomain and subdirectoryselection, sitemap.xml, robots.txt, etc.13.4.8 On-Page SEOThings to be done on each page for SEO such as URLs, title of page, meta description, keywords incontent, LSI keywords in content, etc.13.4.9 Local SEOThings to be done to help local SEO, such as Google Places13.4.10 Search Results SEOThings to be done that help your search results look better, such as wording of your page title (typicallyused as the link) and page metadescription (typically used as the description)13.4.11 CMS SEOThings to be done with their CMS (such as WordPress or Drupal) that can help SEO efforts.13.4.12 ImplementationSpecifics regarding their implementation Page 15 Original template from leowadsworth.com
  16. 16. Internet Marketing Plan 13.5 Affiliate MarketingAffiliate marketing is a process in which other people sell your products or services for a commission.They are not “employees,” and do not earn a base salary. Typically they do not work full-time, insteadworking a few hours as they have time. Much of affiliate marketing takes place online – through theaffiliates own ads and websites.13.5.1 Training and MaterialsAffiliates need to be supplied with training and promotional materials, as well as developing anappropriate affiliate program and agreement.13.5.2 Sources for Affiliates (Such as former customers)Former customers may be an outstanding source for affiliates. They already know the product and itsbenefits. They also are likely to have contacts in the market groups we are trying to reach.13.5.3 General AffiliatesThere are various companies specifically designed to help connect affiliates with companies that want touse them. It is also possible to set up and advertise our own general affiliate program.Google Affliate Network (formerly DoubleClick Performics Affiliates)Commission Junction (http://www.cj.com/) one of the oldest / biggest of the folks that connect affiliateswith companiesAdKnowledge Affiliates (http://www.hydragroup.com/#advertise) seems like a good company 13.6 Email (Newsletter) MarketingA common, effective marketing technique is to provide a regular newsletter available for freesubscription to anyone that wants it. This is an inexpensive thing to provide, however it is a bit laborintensive.It is quite useful to use a vendor for newsletters, so that all of the appropriate laws are obeyed. Onegreat company is mailchimp.com. 13.7 Email (Lists) Marketing13.7.1 Opt-In / Generated ListsDiscuss any use of opt-in mailing lists or lists to customers, etc.13.7.2 Purchased ListsIt is possible to purchase lists, both email and snail mail lists, of particular groups, including opt-ingroups of email addresses. I am not talking spam, but rather emails sent to particular groups who haverequested items to be sent to them.One resource for opt-in lists for purchase is at http://www.usadata.com/ Page 16 Original template from leowadsworth.com
  17. 17. Internet Marketing Plan13.7.3 List GrowthDiscuss how the list be grown. JV Giveaways?13.7.4 Autoresponder DevelopmentDiscuss what you are going to do regarding Autoresponder sequences and list segmentation. 13.8 Press ReleasesMost companies produce press releases at fairly regular intervals. Properly done, this can result in greatpublicity. However, there are effort and costs involved in the production of good press releases. 13.9 Social Media Strategy (Facebook / Twitter)This section covers how the business will use Social Media (Facebook/Twitter) for promotions.One thing that can be very powerful but difficult to pull off is viral marketing, where an ad or video is soengaging and fun that it is shared by people with all their friends, and creates a huge buzz very quickly.Most attempts at viral marketing are lame instead of successful. 13.10 Reputation Enhancement / Brand BuildingThere are several worthy activities which can be pursued in order to build the reputation and brand of acompany or product.13.10.1 Whitepapers / Peer-Reviewed PublishingWhitepapers, and especially papers published in peer-reviewed journals can help to establish subjectmatter expert status in the field.13.10.2 BlogIt is common for a company to have a blog which is used to inform customers and potential customersabout things that are going on. However, the best blogs have fairly regular updates in order to developand keep a following.13.10.3 E-Zine Article Marketing and Guest BloggingIt is possible to write and submit articles for publications and to blog on other people’s sites. These areboth good things to establish reputation and to gain additional links to your website which can help yourpositioning in the organic search results.13.10.4 ForumsPosting as an expert in subject-related forums is another way to gain and establish a following andreputation as a trusted resource. 13.11 Offline and Other Marketing  Networking-Go where your market is, Chamber of Commerce, BNI, etc.  Direct marketing using sales letters, brochures, postcards, flyers, etc.  Advertising-Print media, directories, billboards, yellow pages, radio, TV  Training programs-Seminars that you give to increase awareness Page 17 Original template from leowadsworth.com
  18. 18. Internet Marketing Plan  Write articles for magazines, your local newspaper, and other publications read by your industry. Doing this will help you to become known as an expert  Direct/personal selling  Publicity/press releases  Trade shows  Referral programs  Co-marketing with businesses that share your target market  Barter13.11.1 Material PreparationThis section describes how material for offline marketing will be prepared.13.11.2 Personal / Current MarketingThe current marketing efforts and business should be continued as much as possible, including naturalexpansion where appropriate.13.11.3 TradeshowsTradeshows represent a specific opportunity to promote the business to targeted groups. However,good tradeshow participation takes time, preparation, sales materials, and ability to track/contact thelinks generated at the tradeshow. Also, typical tradeshow participation involves purchasing anddistributing branded items, such as pens, cups, shirts, caps, etc.13.11.4 SalespeopleThis section describes how salespeople will be used. Page 18 Original template from leowadsworth.com
  19. 19. Internet Marketing Plan14. Calendar and TimingThis section describes the calendar and timing for the marketing efforts. 14.1 Milestone One 14.2 Milestone Two Page 19 Original template from leowadsworth.com
  20. 20. Internet Marketing Plan15. Sales TrackingThis section describes how sales will be tracked and metrics used. Page 20 Original template from leowadsworth.com
  21. 21. Internet Marketing Plan16. Contingency Planning 16.1 Success CriteriaThis describes what criteria should be used for gauging success. 16.2 Risk MitigationHow will you mitigate risk? What are the tradeoffs you can use in case one type of marketing doesn’twork? Page 21 Original template from leowadsworth.com
  22. 22. Internet Marketing Plan17. Action Items / Next StepsWhat are the action items and next steps to be taken? Page 22 Original template from leowadsworth.com

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