Plan Development Process

I am writing this advertising/marketing plan for my web design business. My primary goal is “how to pay for advertising”. I know I need it but will it pay for itself? The actual article itself is part of the plan.

How To Pay For Advertising

1. Sell assests or use incoming sales
2. Figure a cost and rewards scenario to entice an investor.

The first option is difficult because funds are tight and there is no guarantee that I will get the money back. Web Design is one of the toughest businesses on the internet to find new clients.

The second option is I bring in an investor which creates zero risk for me upfront. The problem with that is I either have to promise a huge return to the investor when sales come in or give them part of my business. I do not like either of those alternatives.

Target Audience

My target audience is small businesses and startups. Just like myself, their budget is limited. Most do not have the budget to hire a large design firm for $10,000 or more. But they have to worry whether a smaller investment is worthwhile. The problem is I need them and they need me. But how do I connect the dots? I have the same skills as most large firms and know what needs to be done. The question for me and my potential clients is how do we get an ROI that is higher than the cost of advertising.

Free Advertising

There are a lot of FREE alternatives but they are not working.

• Bid on jobs as a freelancer at – Upwork, Freelancer, and Guru
• Creating backlinks from various sites … huge list – 15 Best Article Submission Sites
• Increasing my social presence on Facebook and Twitter
  https://www.facebook.com/glennwebsitedesigns
• Add quality content articles to the website

Writing articles with original content helps you get found on search engines. The key is to write a good original article that other people find interesting and link to it. The first thing you should do when writing the article is research keywords that will be used on searches to find it.

Article Writing SEO – Keyword Research For Titles

The title is very important. You want a phrase or keyword that no one is using on other websites. To find those, search google and it will show how many results there are. There are two ways to look at it. The first is without quotes which returns every webpage on the Internet using a combination of the words in your search. The second is to use quotes and it will only return a list of pages that are using the exact phrase. I use Ubersuggest to find out how many people actually do a search for the phrase or keyword.

For the phrase Advertising Plan Example, there are 140 people searching each month for the exact phrase. These two examples show how many web pages use the words in any combination and how many use the exact phrase. As you can see there are only 21 web pages/websites on the entire internet that uses that exact phrase. My experience is that I have a very good chance of getting a first-page listing for my article since I am using that exact phrase. You can expand upon this beyond just titles to find keywords you need to be seeded into the content text.

Google Keyword Search Results

Paid Advertising

This costs money I am not sure I have to spend. I am going to start with a list of advertising channels that I think would be most productive. There are hundreds if not thousands more, these are ones I am planning to use.

• PRWEB News Release – $189
• Weekly Budget PPC Google – $100
• Buy Quality Links – ???

Advertising Performance

Once you have a plan for advertising and put it into action you want to monitor the results. The primary indicator is whether your sales and profit increase. There are a lot of tools to use. The best is provided by the search engines themselves for free. I have left out PPC but it has its own set of tools to monitor your results.

I have been working for 2 weeks now creating new articles and new links and the needle on my Google performance has barely moved.

GOOGLE SEARCH CONSOLE

GOOGLE ANALYTICS

BING WEBMASTER TOOLS

Advertising Plan Market Research

The advertising plan is based on marketing research, which aims to study the market and how a similar product behaves on the market. The development of such a plan is based on setting the purpose of the advertisement, properly defining the addressees of the advertisement and, on its basis, selecting the media and advertising means. In the last stage of developing an advertising plan, an advertising budget should be set.

• Advertising goals
• Advertising is a paid form of impersonal presentation and promotion of a product or service by a specific broadcaster.
• Advertising, like the whole promotion, requires a certain focus:
  attracting attention,
  arousing interest in a product, brand, company,
  arousing desire, desire to have a purchase,
  action, making a purchase.

The first three phases concern the psyche and are to cause a physical reaction – A (action) making a purchase. The objectives of the advertisement should be precisely defined, taking into account the nature of the advertisement:

Choosing the right audience for the advertisement

In order to select the target audience of our advertising, we can also use the size of the market that we want to occupy. Are we looking for a few large clients only or do we want a large number of small clients? The smaller this target group is, the more direct it has to be addressed. In returning to the entire community, we stand alone in the face of a large number of concerns working with radio, television, full-page advertisements and professional promotional groups. Having one client from the target group, we know who we are dealing with and how to address him. If we want to have every customer in the world, we will have no one, because an offer for everyone means that we do not have a specific offer for a single person. Man is willing to listen to us when it seems to him that we are addressing him personally. The better the target group is defined, the more likely it is to reach individuals in that group. For this purpose (defining the target group as precisely as possible), we can use the elements of the above segmentation, enriching them with such statistical data as:

• education
• profession
• hobbies
• earnings
• place of residence
• origin

Selection of advertising measures.

Criteria for the classification of advertising measures:

Advertising functions:
Advertising can entertain, amuse, admonish, fascinate, and introduce seriousness, but it should mainly inform, persuade and remind. During an advertising campaign, you have to take care of many important aspects, including the frequency of the advertisement’s appearance and the determination of the target group. You should also remember about the content of the advertising message itself, which plays a very important role in advertising – informing.

Informative advertising – the public is informed by advertising, especially about new situations that have already occurred or will arise in a short time. It should prepare the recipient for something going to happen. A new product may be created, and the presentation of its use will determine its demand. The price change is nevertheless a necessary knowledge, especially for many “promotional customers”.

Encouraging advertising – the ability to be competitive lies in the fact that the company is able to convince the consumer of the higher quality of its brand. Building the image of the product or the entire company is a matter of approach. It may turn out that the recipients have been so fantastically convinced of a brand that in people’s subconscious it is considered fashionable. Sometimes we do not pay attention to the actual quality, but we buy the thing with the company’s logo drawn on it.

Reminder advertising – It happens that a popular product disappears somewhere in a sea of ​​others. Then the advertisement should not convince, but remind that a given company is still on the market, that it still offers a product that used to be so popular, and that it has never lost its value and usefulness.

The subject of the advertisement (sender and recipient)

The advertiser can be any entity that intends to use mass media in the process of communicating with the market (producer, sales agent, wholesaler, retailer, service company, advertising agency, etc.). The recipient of the advertisement may be a consumer, producer, trader, intermediary agent

Its purpose is to highlight the qualities of the product that have the strongest impact on its location on the map of preferences and inform and encourage the purchase. Such advertising focuses attention on the functional features of the product, its purpose, quality, and advantage, if any, over competing products.

Another type of advertising is company advertising, otherwise known as corporate advertising. It is a form of presenting, first of all, the name, trademark, and personality of the entire company. It aims to improve the identification and knowledge of the company by customers (including potential) and to shape a positive image of the company.

Method of financing

Individual advertising is characterized by the fact that the costs of the advertising campaign are borne entirely by the sender of the message. On the other hand, joint advertising (also known as team or group advertising) is one in which at least two companies participate in the financing. An example of such advertising is car advertising. Then the manufacturer finances the costs of the basic advertising motive, while the individual dealers bear the costs related to listing the addresses of their stores. This type of advertising has many benefits, including It allows the costs of an advertising campaign to be spread over many companies, thanks to which small companies can afford advertising, while they would not be able to finance such a campaign individually. The message itself is also more precise; increases the communication of the advertisement, e.g. by providing the addresses of local sellers.