Internet marketing plan and ecommerce project management
Knowing your prospect is fundamental to designing —
or redesigning — any type of marketing project And if
you intend to sell or promote products/services from your
web site, make no mistake about it.
Recognising that your web site is a marketing tool (just
like your brochures) is the platform from which your site
is launched. Done right, you'll likely have an abundance of
opportunities to grow your business project online. It starts
with knowing your prospect.
Different kinds of prospects are looking for different kinds
of things. It's not just that they are interested in different
kinds of products or services. The questions they have about
these things, the kind of information which will answer those
questions, and the way in which that information should be
presented are all different as well.
Let’s suppose your prospect is in project management
who is sourcing providers of production inspection equipment
— something you happen to offer. She’ll likely want
to know about…
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Product features and benefits
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Diagrams, spec sheets, flow charts, schematics, consumable
parts list, manuals, FAQs, software downloads and bug
fixes. Is this material easy to find?
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Warranties and guarantees. Is your equipment safe and
dependable?
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Your experience and history in manufacturing this kind
of equipment. Do you provide high quality products? Are
you perceived as being an expert in your field, a technological
pioneer who’s on the cutting-edge? Is your image
congruent with all this?
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Do you build to custom specifications?
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Who else uses your products? What do they have to say
about your product? Do you provide insight into what other
customers, reviewers and industry experts think of your
products?
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What’s the product cost? Can our project manager
justify a buy recommendation or a purchase requisition
based on information you’ve provided?
That’s a lot of information. What might our project
management prospect do with it all?
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She might…
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Bookmark your site for future reference
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Use it as a jumping off point for further research
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Share it with superiors, peers and associates
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Compare it with your competitors' product information
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Call you directly for more information
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Contact your representative or distributor about product
availability, samples, and quantity pricing.
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Request an in-house meeting
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Sign up for your conference
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Visit you at a trade show
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Issue an RFQ (request for quote)
The idea is to put yourself in your prospect's place and
create a prospect/customer profile on which to develop a site
outline and structural design ideas. Think about your prospect's
"Hot" buttons. What does she need from you in order
to move closer to the sale? Will what you show her get her
to take action now, or will it send her to a competitor?
is well equipped to help you develop a site that will be
an effective marketing tool. Our principals' twenty years
of experience in advertising, copywriting, and marketing has
taught us to be sensitive to the unique needs of each business
and to recognize the norms, expectations and visions of various
industries. We can create a new design from scratch or work
with a theme you’ve already developed for your marketing
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