The first and most important step of website marketing design is to develop your internet marketing strategy. This seems simple enough, but you would be surprised at the number of top level executives and marketing people that charge forward with their website design and their website’s marketing without having a solid plan with sales goals for their website.

Your Internet Website Marketing Strategy must be focused on:

• Increasing  your sales
• Boosting your market share
• Developing brand awareness

Pinnacle Performance Marketing will help you identify:

Your market – Defining who your customer is and what they need is the starting point of any marketing strategy. What are the market segments or industries you are targeting?  Your customer could be a direct buyer/end user, whether a consumer, a business to business decision maker or an intermediary, like a distributor or retailer, on the way to the end user.  You should identify the indirect decision makers; typically in a business to business situation, the resellers and/or distributors. How do your buyers make their buying decisions?   What geography are you selling into? It is important to understand where your customer is. Understanding the country, state and even cities where your customers are is important. If you are reaching out internationally, it is important to identify the countries.

What are your products and services currently and in the future, and what problems do they solve? It is easy for most of people to provide a list of their products and services.  However, on the internet, it is not the names of your products that are being searched; rather, what’s in demand is the problem your customers are having.

You should also examine your current website performance, to determine if you have acquired any new customers from there. Do they fit the target you’ve established, or do they come from others markets in which you were not focused on?

Your Competition – You shouldn’t be driving your marketing by following your competitors, but understanding them helps you form a unique value or selling proposition.  You need to sit in the chair of your customer and not only see who has a dominant position on the internet, but examine your value proposition against those competitors.  If you were the customer, would you buy your product and services over the competition?

Integration with your Current Efforts – Your internet and website marketing should support and be consistent with your current marketing methods. This is also a where you can find opportunity.

• Identifying all of the associations, organizations and public out-reach in which your firm is involved.
• Identifying places and methods which are used for advertising: online publications, magazines, trade journals, user groups and forums.
• What brochures, literature, catalogs are actually being used today?
• Do you have sales people, and how do they find leads?  How do they manage them and the selling process?
• How are opportunities and orders developed? How is order acquisition tracked? How is the customer relationship developed from the initial order?
• Do you maintain an active customer database?

Develop a baseline – Know where you are starting from so you can tell if you are actually getting results.  Here are some of the questions which we help you answer:

• Where is your business now?
  • New customers
  • Existing customers buying repeatedly
• What is an average order in dollars?
  • What is the average gross profit of that order?
  • What are the best products?
• What is a new customer worth in dollars?
  • Amount of business per year
  • Amount of gross profit per year
• What marketing methods are driving the business?
• What are the marketing costs?
  • What does it take to capture one new customer?
• What is your current website producing?
  • Keyword rank
  • Current leads
  • Current sales

Research and intelligence – With the collection of this data, Pinnacle Performance Marketing’s internet marketing team will use our tools, research, databases and resources to compile intelligence to allow you informed quantitative decisions.

Developing your goals and objectives – Throughout this process, Pinnacle Performance Marketing will be researching and compiling information to help you focus your website marketing direction and develop the market opportunity. Working together, your team and our team will be able to identify and quantify the market, and have the opportunity to increase your:

• Sales
• Market share
• Brand