Developing a promotional strategy

The person or people in an organisation who have the responsibility for marketing should develop and help implement a website promotional strategy.

For businesses employing a few people, the person responsible for marketing and promoting the business often does numerous other tasks in the business. Therefore, many small businesses do not have the time to develop comprehensive promotional strategies, but it is suggested that they look at the points below under What to do and try to map out what promotional techniques they will use and address the points under those headings.

What to do

Develop a promotional strategy that addresses:

• who is managing the strategy and the decision-making paths
• promotional techniques (see the next topics in this section of the website for promotional ideas) - for each ask:
  • why deploy this technique?
  • how will it be deployed?
  • who will do it?
  • what is the implementation schedule?
  • what resources are required - people, money and equipment?
  • what are expected benefits - and how will they be measured?
• risk management strategies - what could go wrong and how you will deal with it
• the internal communication plan - how the strategy will be explained and sold to everyone in the organisation, its sponsors and supporters
• its strategic fit with your organisation's marketing plan
• the evaluation plan - what processes and criteria will be used to assess the success of the strategy and how any necessary changes will be made.