WEB PROMOTION STRATEGY

Web Promotion Strategy



Table of Contents

Introduction1

Promotion Plan1

Objectives of the Website1

Sell Online2

Increase its Visibility2

Target Audience3

Budget and Planning3

Finances4

Performance Monitoring4

Methods of Web Promotion5

Promotion Strategy6

Search Engine Optimization6

SEO Positioning Consulting7

SEO Optimization7

Search Engine Submission7

SEO positioning Maintenance7

Search Engine Ranking Reports7

Pay Per Click8

Tools Employed10

Conclusion12

References13

Web Promotion Strategy

Introduction

Promotion is a tactical tool combined with the other three tools (product, place and price) that helps in generating a specific response in the target market for companies, organizations or people who use it. Web promotion is a process by which more customers are invited to a website. This activity is associated with various tools and methodologies such as web content development, search engine submission, pay per click, search engine optimization to increase the traffic on a particular website.

Promotion Plan

In the language of marketing and corporate communications, promotion is an incentive or stimulus that tends to know and appreciate a service, a product or an idea. Promotion is one of the four Ps of the marketing mix, i.e. set of tools for marketing operations that the company can use to influence its market. To promote something, we need techniques to effective communication, while it entirely depends upon the nature of the product being promoted. For this paper, promotion is with regards to a website i.e. EBay.

Web promotion is a process by which more customers are invited to a website. This activity is associated with various tools and methodologies such as web content development, search engine submission, pay per click, search engine optimization to increase the traffic on a particular website (Bradley, 2002).

Objectives of the Website

Defining the objectives of a website is critical. It entirely depends on whether you want to present your company's business, sell online, or open prospect for new customers, you will not put out the same type website. A website should add value to your business. Here, we shall develop a promotional strategy for EBay. Below are some of the most important objectives of EBay's website.

Sell Online

Since the concept of EBay is online market for selling and buying products, its core objective is selling. It can sell almost anything on the internet:

Products (new or used)

Cheap or very expensive,

Shoes, parts, diamonds or any kind of product.

Subscriptions, lottery tickets, services etc.

The list can be extended to infinity; it depends on you're the enterprise's scope.

Increase its Visibility

Present its business, trade, expertise or organization

Make it known beyond the borders

Strengthen its brand image,

Inform customers, partners, members, suppliers, investors and others.

Show its products, services, and develop know-how.

Position themselves with respect to the competitors

Approach potential customers

Target Audience

The target group is the sum of the people, which are suitable for the purchase of a product or the provision of a service in question. The target group is very common in a business plan. For EBay as an online store, the target audience would be (Addison, 2006);

Young milieu, many singles

Upscale qualifications; apprentices and students

(Middle) employees, (smaller) self and freelancers; workers also (jobber)

Comparatively high proportion of people without income

Household income on average (well-off parents' houses)

Budget and Planning

Advantages in preparing budgets are ...