Create strategies. Strategies can support your objective. Your strategies define the general approaches you will take to meet your objective. For example, strategies to support the above objective could include improve; online communication, information, and education, build awareness of and interest in your company on the Internet and communicate the Web site's existence and advantages to existing clients. Choose tactics. Tactics are where the action takes place. These are the things you will do to bring your strategies to life. Tactics could include sharing experience and observations in your industry through participation in discussion boards, offering an email newsletter, and submitting your site to targeted search engines.

The Write-Up. Once you have your plan developed, there are numerous ways to do the write-up. If you are a company employee, there may be standards you must follow. If you are an entrepreneur, go with a style you find usable. For some ideas on what to include, read one of my previous articles, "What to Include in Your Marketing Plan Write-Up" at After your initial plan is developed, you should care for it as a work in progress. Pull and adjust because it is needed in response to changing conditions. Many companies update their marketing plans annually when developing budgets for the coming year and reviewing the company's business plan.