Creating an online marketing plan is similar to developing a marketing plan for your brick and mortar business.  Every good internet marketing plan has a dedicated online marketing road map.  Site owners should carefully develop their internet marketing plan, analyze the plan and then chart their online road map.  The goals of this online marketing plan and road map are to create hits, sustain a readership and thus increase the site’s inherent value.

Site marketers can develop an online marketing plan at virtually no cost.  Costs may be incurred when the road map is implemented, but site owners should not be caught unprepared.  Establish an online marketing budget and be determined to stay within the reasonable guidelines.  When building traffic to your site, spending money is not necessarily the top priority.  Many people spend money and lack an effective internet marketing plan, and for that matter, a good marketable site.  When site owners spend money, they should know what services they need and should receive a written proposal detailing the services and projecting results that are consistent with the online marketing plan goals.

Web Design

A good internet marketing plan begins with proper web design.  Today’s technology allows for many options. Developers need to know their market and connect the site’s appearance to that market.

Sites must be easy to reach, easy to navigate and should contain well scripted SEO content that establishes the site as a valuable resource.  Sites that take positions, even contrary positions, generate traffic.  Traffic is the measure that increases the site’s value.

Poor web design can alienate readers just as a dynamic web design can add viewers.  As the site’s home page is the most viewed site, the internet marketing plan should outline the most important criteria that will grab and hold the reader’s attention.  Web sites are like business acquaintances.  The site has one chance to create a first impression and there is no disputing that first impressions last a long time.  A web design that creates a memorable home page, will spark interest and get traffic right away.

Link and Build with SEO

Internet marketing plans and good web designs acknowledge the value of feeds and links to enhance the site’s network.  Encourage other feeds and make your site easy to locate by encouraging links.  Of course, your online marketing plan calls for continuous and consistent promotion through the use of regularly posted SEO content.

Online marketing uses material that has substance.  Search Engine Optimization keywords and frequency can not overwhelm the content but must be utilized.  All SEO articles must be reader-oriented and avoid self-promotion.  There is no quicker way to turn off your readership than to self-promote.  Generate interest and keep the readers coming back and telling other readers about your site.

The more links and RSS feeds that connect to the site, the more of a resource the site becomes.  To keep the site in the mainstream, stay ahead of trends and provide opportunities for reader’s comments.  All material should be current and relevant to your market.

Search Engine Optimization can boost the sites rankings on various search engines.  Effective keywords and effective use of those keywords generate traffic to the site.  Even archived articles with proper keyword usage get hits long after the articles have moved from page one.  Every article should be edited to perfection and written with lasting content.  Remember that every SEO article may be a reader’s first impression of your internet presence.

For effective SEO content, the keyword should be utilized in the title, the first sentence of the article, in the last sentence of the article and throughout the content.  Keyword usage of 3% of word count has potential to boost rankings.

While SEO content is helpful to the site, it can also adversely impact the site.  Blatant attempts to boost rankings through SEO keyword usage will be recognized by the readership who visits the site for insightful content.  These readers are not simply passing time.  A site’s readers want substantive resource material.  Work the SEO keywords into articles but do not compromise your site by diluting the material with forced keyword usage.

Social Media  Optimization (SMO)

Most internet marketing plans incorporate the use of social media.  Social media optimization (SMO) implements proven methods of generating publicity for the site.  Think of SMO as an online publicity campaign that creates buzz through various online communities, community websites, web logs, RSS feeds and news sites.

The difference between SMO and SEO is that SMO focuses on efforts to create traffic through the use of other sources rather than from Search Engines.  Imaging and the use of videos are helpful tactics to boost SMO rankings.  Again, it is imperative that content be viewer-oriented.  Self promotion is an online marketing mistake.

Search Engine Reputation Management (SERM)

A new age internet marketing term is important in developing your online marketing strategy.  Search Engine Reputation Management (SERM) is a scant used term, but a very viable internet marketing concept.  Basically, site owners who are committed to SERM employ vigilant site management strategies that include the web design, content definition and sound marketing plans.

Building traffic to a site can be accomplished.  Like all marketing plans, online marketing requires reasonable short and long term goals.  These goals are defined in the internet marketing plan.  The application of the strategy is called the online marketing road map.  A site’s marketing road map charts the course for generating traffic and assures that the web design, SEO, SMO and SERM interact through in cohesive content.

Site managers must consistently perform their timely responsibilities to assure a maximum return on the site’s investment.  Sites must remain true to the marketing plan.  This internet marketing plan should be reviewed periodically.  Adjustments should be made to reflect the site’s statistical data which is accumulated over a period of time.  Online marketing managers need to be aware of what site items are creating traffic.  Effective internet marketing always has an eye to the future and tracks new technology and strategies to maintain high rankings and constant traffic.