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Creating a Website Marketing Plan: Step 2 – Set Goals

By Char

Preface: For those of you just joining us, this is part two of a five-part series I will be doing this week. Throughout this series I will refer to websites as a general term, as all of these concepts and strategies hold true whether your website is a static brochure, informational site, blog, online store or other form of website.


You have defined the purpose for your site, so now you need some goals. You need to set realistic goals – some short-term, some long-term.

Define timeframes:

Get your web site marketing notebook out that you created in step 1 and write down three categories:

  • One month
  • Six months
  • One year

Define goals:

For each of these categories, write down a handful of goals. Depending on the purpose of your site, not all of these will apply, but some ideas include:

  • Number of unique visitors (i.e., a certain level of traffic to your site)
  • Number of leads
  • Number of subscribers (to your RSS feed, newsletter, etc)
  • Number of downloads (could be an article, newsletter, e-product)
  • Sales amounts (number of products or dollar amount)
  • Number of members (for a discussion board or similar)

Once you have defined your short term goals, sit back and think long-term. Where do you see this site in 3 years, 5 years? With technology changing at the rate it is, these are a little tricky, but you will reassess along the way. Without a beacon far off in the distance or some form of a road map for your site, you may look back and find that you have been going in circles, never really moving forward.

Stay tuned! Tomorrow’s segment is on going after these goals; defining the steps you need to take to reach them.

P.S. Did you miss something? Check out the introduction and Part 1 – Define Your Purpose.

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