Internet Marketing Promotion – Sample Projects

RESEARCH PROJECTS
The research projects are critical to the successful implementation of a web-marketing plan. These projects will serve three purposes: analyzing the website’s current situation, identifying areas of improvement, and guiding us as to which marketing and development projects to undertake to achieve maximum results in our marketing objectives.

Project 1: In-Depth Website Analysis

Purpose
To gain an understanding of a website and its strengths and weaknesses. Areas needing improvement (both technically and aesthetically) will be identified. An analysis will be conducted as to what search engine optimization practices have been implemented the website, and what markets are currently being focused on.

Implementation

  • An initial analysis is performed on a website to determine what areas need improvement. This analysis also determines what search engine optimization practices have been implemented.
  • A thorough mapping of the website is conducted to determine the number of pages, the focus and purpose of each page, and how effective the navigation and flow of the website is.
  • Each page is analyzed for search engine effectiveness and areas of improvement.

Project 2: Website Statistics Analysis

Purpose
To gain an understanding of a website’s visitors. This will aid us in determining which markets to target initially, which websites to investigate further, and which projects to implement first.

Implementation

  • A thorough analysis of a website’s traffic reports or logs is performed.
  • Referring websites are documented and researched further.
  • Initial identification of competitor websites will begin.

Project 3: Traffic Analysis

Purpose
To determine where the majority of the website’s traffic is coming from.

Implementation

  • Analysis is performed to determine which websites are linking to a website.
  • Linking websites are cross-analyzed with website statistics to determine which links bring in the most traffic, and which areas have the greatest potential for improvement.
  • This research also determines which search engines are bringing in the most traffic, and which should be focused on for higher results.

Project 4: Market Analysis

Purpose
To gain an understanding of a website’s online competition, relevant websites, and relevant portals and directories.

Implementation

  • In-depth Analysis is performed on the most popular websites linking to a site.
  • Research is conducted to determine who a website’s greatest competitors are.
  • Research is conducted to determine which popular websites are relevant to the area we are will be marketing in.
WEBSITE DEVELOPMENT & SEARCH ENGINE OPTIMIZATION
This is one of the most important parts of this proposed marketing initiative. Before any external marketing is undertaken, the website should be as complete and search engine friendly as possible. Prematurely marketing a website can have a negative impact on search engines. The nature of this phase varies greatly from website to website, many simply need search engine optimization, some can benefit from the addition of new feature and tools, and some are in need of a full redesign.

The exact scope of this development phase depends on the state of the current website, the client’s objectives and ideas for the website, and the results of our analysis. We will also offer a number of suggestions to make the website a greater resource and a more effective marketing tool. Specific time estimates can be provided once the website scope has been defined. Careful planning and collaboration with the client will ensure that the final product will satisfy all of our objectives.

Any website design undertaken will be built with the following objectives in mind:
  1. Updated, attractive layout, consistent design, colors and fonts
  2. Fast-loading pages and graphics
  3. Built to current W3C design specifications
  4. Easy-to-use navigation
  5. Logical information structure
  6. Cross-browser compatibility
  7. Search engine friendliness
WEBSITE FEATURE IMPLEMENTATION
These projects are examples of some of the features we could implement on your behalf. The focus is to provide additional resources, and to enhance the experience of any website visitors. Rough time estimates have been given for each project, more accurate estimates can be given once final implementation and scope has been determined. Seasmoke PR has a talented staff, skilled in many areas of development. We should be able to meet any other development needs you may have, and appreciate any additional ideas or suggestions management may have.

Project 5: Website "Tell a Friend" Implementation

Purpose
To encourage users to give word-of-mouth referrals to the website, as well as providing another method of collecting e-mails.

Implementation

  • Place high-visibility "Tell a Friend" links on every relevant webpage.
    Direct word-of-mouth referrals are an extremely powerful form of marketing - this strategy encourages this practice
  • Implement e-mail collection system
    People "Telling a Friend" will enter friends name and e-mail into a database. At the same time, we will want to offer visitors an opportunity to enter their contact info – perhaps offer incentives e.g. discounts or contest entry opportunity
  • Opportunity to follow-up any referral e-mails with "special offer" e-mail.
  • Additionally we want to encourage repeat visits through "bookmark this page" links on relevant pages.

Project 6: Offer Website in Additional Languages

Purpose
To make the website more user-friendly and also allow it to present itself more effectively to foreign markets.

Implementation Translating the website into additional languages involves several steps:

  • Identification of text and graphics that will require translation
  • Translation of all identified content
  • Duplication of website, and insertion and formatting of translated content
  • Modification of navigation system to make switching between different languages a clear and simple process
  • (This project could be followed up by performing search engine optimizations in this additional language, as well as web marketing)

Project 7: Internal Website Marketing

Purpose
To promote specific products, services, offers, or contests to website visitors.

Implementation Exact implementation of this will depend on the client’s preferences. Approaches include:

  • dedicating real-estate on main page to advertising
  • pop-ups (not highly recommend due to prevalence of pop-up blockers)
  • high visibility link directing visitors to a Specials page

Project 8: E-Brochures

Purpose
This feature could serve as a resource for both staff and website visitors. Staff will be able to refer interested people to the website, link to the brochures in e-mails (for customers to download), and give customers a place to get printer-friendly information.

Implementation

  • All print media (brochures, flyers, etc.) is formatted to make it both printer and web friendly.
  • "Tell a Friend" strategy is implemented on this feature, encouraging visitors to forward this information to friends and family.

Project 9: What the Press Say

Purpose
This gives website visitors the opportunity to view any press exposure the client has received. Unbiased sources are some of the best references.

Implementation

  • Any existing press info is formatted to make it both printer and web friendly.