Four Secrets from a Guerrilla Marketing Guru

 

Mr. Levinson and  "guerrilla" marketing applies to promoting your Web site, and the copy and way you communicate on your site.  His seminars are a bit pricey, and lots of good information is available in other forms, but I like the clarity of his back to basic "secrets" for approaching Web projects.   ~ Kent Livingston 

There are four crucial items you need to know to get your web marketing off the ground.

First, true guerrillas know that it's crucial to invest time, energy imagination and knowledge. Their marketing strategy is then based on psychology, not guesswork. True guerrillas are 100% invested into their dream and base their marketing tactics on the target market's mindset. True guerrillas believe in themselves, their products and decisions. They must make informed decisions, based on the data and psychology of their consumers.

The same dictums holds true when dealing with the web. In fact, we dare to say, it is even more important. 

1. The nuts and bolts must be communicated to everyone involved to make sure a web marketing strategy in place. Prior to a website project's birth, you and your web team must know the following (they can and should help you develop it the fullest extent):

--Your company overview, business model, goals and objectives, core competencies and competitive advantages, an industry overview, a key competitor review, target prospects, web analytics, strategy overview and action recommendations and benefits.

2. From this knowledge you are ready to define the critical aspects of your website project -- a work scope document outlines the scope of the project from beginning to end, in a written and easy to follow outline.

3. On more advanced web implementation projects, you will need to get an engineering group involved for a "Functionality Specifications" document. This document takes each line item within the scope document and gives you engineering solutions, with all functionality and features defined in accordance with the planning set forth in the work scope document.

4. Consult with a web professional if you are not 100% positive what will apply to your website project. Demand excellence.

Make no mistake about it; if you are not willing to invest the time and energy into a website project, you will not be as happy as you could be with the outcome. The same holds true to understanding your industry, market, demographics and marketing avenues now available to you via the web.

Jay Levinson