The popularity of the Internet is constantly growing. According to Internet World Statistics, there are 1.1 billion Internet users in the world today. In Runet 29.4 million (including Ukraine and Belarus).

The annual population growth is about 13-20%.

Often, people underestimate or, on the contrary, overestimate the importance of the Internet. Ralph Wilson's book "Planning an Internet Marketing Strategy" lists some of the main opportunities offered by the Internet, for example:

1. Creation of a branch

Building a website is like opening a second office that is available to visitors around the clock, seven days a week. People can go there at any time convenient for them and get acquainted with what you offer them. These visitors:

• read brochures on the counter near the entrance;
• bring with them a copy of the Most Frequently Asked Questions About the Company brochure;
• solve their problems with the help of the "Guide for getting out of difficult situations";
• leave their questions and notes on prudently prepared forms;
• get to know detailed descriptions and technical characteristics every product that you have on sale;
• they'll buy something from a vending machine in your lobby that's on around the clock.

2. Entering the world market

All over the world, more and more people are buying goods over the Internet that they cannot get where they live. There are no boundaries or distances on the Internet. Previously, the scope of a small company was limited by the distance that its representatives could travel from their office by car. Now everything has changed. Today, people buy online, preferring the best sites over the nearest ones.

3. Direct sales

The third possibility is direct sales, which avoids the chain of distributors that leads to a significant increase in the price of the product by the time it reaches the end consumer.

Many Internet-only firms are essentially dealerships that simply take orders. Delivery of goods is carried out by manufacturers and distributors who sell them directly to consumers. Thus, online retailers do not bear the costs of assortment formation and warehousing.

4. Building a single network

Why do companies unite personal computers your employees into a single network? In order for employees to consult with each other, work together and increase labor productivity. So, the Internet unites half of the computers existing in the world.

Small companies across the continent collaborate with each other to deliver projects that they could never have done alone. Virtual companies work together from low-cost offices thousands of miles apart.

5. Market segmentation

A huge network called the Internet does some of the work for you, automatically segmenting the market into thematic sections.

Do you want to attract the attention of those who are looking for exactly the product or service that you offer? Place an ad that will only appear when someone types life insurance (contextual advertising) in the search box.

If you try to type in Google search engine groups (//groups.google.com) keywords for any industry, you will find lists of discussion groups and online conferences in which just the people you need participate. Join their discussion - not just as a salesperson, but as an interlocutor - and this will allow you to attract new customers.

Many e-commerce sites are not created to generate profit on their own, but to increase sales in other channels. For example, a car dealer probably won't sell cars over the Internet, but his website contains all the information the consumer needs about the product. The manufacturer can offer on his website a large amount of information that helps to solve problems, lists of spare parts that may be needed by the owners of the product; however, he may not sell anything over the Internet at all. Only an offline company can be represented on the site, i.e. informing customers about its existence and about the goods that the company sells.

If it is no longer necessary to convince anyone of the advantages of creating a website, almost every company, both large and medium-sized and the smallest, has websites, then not everyone cares about promoting their websites. Speaking about creating, promoting, analyzing the effectiveness of the site - we are talking about complex Internet marketing.

Wikipedia (a well-known directory on the Internet) gives the following definition of Internet marketing:

Roughly, Internet marketing methods include search engine optimization, search marketing (this includes both search advertising and contextual ads on partner sites), as well as analyzing the effectiveness of activities using web analytics.

Search engine optimization allows you to bring a site for certain key queries in the TOP-10 search engines.

Quite an important step on the path to a successful investment in Internet marketing is the choice of the promotion option.

Of course, ideally, to promote your site, it is better to use both of these methods at once, but, unfortunately, very often a limited budget for promotion makes its own adjustments and forces you to choose between these two promotion options.

Which option is preferable? Each of these options has its own pros and cons, let's break down some of them.

Pros of Search Engine Optimization (SEO)

• Doesn't repel the click. If you read various studies on the topic of Internet marketing, you will notice that they all come to the conclusion that people are more likely to click on natural search results.
• Confidence... The credibility of the sites located in the first places in the search engine results will always be higher than to the sites located in the sponsored results. People are known to be wary of the choice of real estate companies. The first positions in the search engine results show that they have been seriously working on the site for a long time, on the basis of which we can conclude that this is not a one-day company that exists today and does not tomorrow, but a solid company that cares about its reputation.
• Internet users are becoming more and more aware of the contextual advertising. Users understand that contextual advertising is a marketing tool that is used to promote products or services to the market. Thus, they understand that by clicking on an ad unit, most likely, they will be offered to buy something or offered to order a service. It turns out that a part of potential buyers is lost, who, on the one hand, are not going to purchase and order anything, and on the other hand, may be interested in your offer if they study certain materials on your website and realize all the advantages of the services you provide.
• Long-term results... Although contextual advertising can bring you results much faster than search engine optimization, by optimizing a site once, the result can be seen for a long time. As soon as your contextual advertising budget comes to an end, or you simply decide to pause your PPC campaign, the results will pause along with your PPC campaign. In the case of search engine optimization, the result will be over a much longer period of time.

Reading the above points, we can conclude that search engine optimization is always better than contextual advertising. In fact, it all depends on each specific situation. What are the advantages of contextual advertising?

• Result. Using the services of contextual advertising, you can get results almost instantly, while the effect of search engine optimization often becomes noticeable only after 3 or more months. Thus, PPC campaigns are a good option for those who rent real estate, because the assortment of rented and rented apartments is constantly changing, and with the help of contextual advertising, you can quickly promote new options, for example, use the phrases “rent an apartment in Moscow metro station”, etc.
• Budget. For small firms with minimal budgets for Internet marketing, investing in a PPC campaign may be the best option, because, for example, with a budget of $ 100, it is better not to contact an SEO company (they either will not undertake, or will undertake, but nothing will not), but you can launch a PPC campaign with a budget limit of $ 100. Having selected the key phrases that are most suitable for your business, the PPC campaign will not bring you huge traffic, but it will bring you a small number of targeted visitors. Low-frequency, but specific to your business, keywords can bring you small but high-converting traffic. Moreover, for expensive products that are rarely requested in search engines, it often makes no sense to pay several thousand dollars a month for search engine optimization, but it is better to generate traffic using contextual advertising.
• The ability to independently set the name, description of the site and the landing page, where the user will be redirected after clicking (landing page). I believe that this is one of the strongest advantages of contextual advertising, because it is possible to set the exact name and description of the product, plus give a link to the exact page where this product is sold. If you pay for the phrase “rent an apartment in Moscow metro station”, then the landing page should be the page of your site containing information about this particular apartment.

It is clear that search engine optimization has a number of indisputable advantages over contextual advertising (PPC), especially if you are engaged in optimization and website promotion yourself. However, there are also situations when contextual advertising is the preferred option, both from a financial and strategic point of view.

For those with a solid budget for Internet marketing, I would recommend using both of these options for website promotion (integrated Internet marketing), but if the budget is small, then you need to make a choice that will depend on each specific situation. Splitting up an already small budget for both search engine optimization and PPC is possible only if you yourself are competent in both SEO and PPC, and will do it yourself. Otherwise, there is a chance to spray the budget and get the minimum efficiency for each promotion option separately.

Pros of Integrated Internet Marketing

The advantages of using search engine optimization and contextual advertising in complex are the sum of the advantages inherent in SEO and PPC, which we discussed above.

It remains to choose, and where to start?

The answer to this question, as always, depends on the ultimate goal pursued by the advertiser. If the advertiser has a budget, say $ 1,000 per month, and the ultimate goal is to spend that budget, this is one option. If the advertiser has the same budget, but the goal is different, for example, to get the maximum profit per dollar invested, then this is a different option. There can be any number of such options. We can operate within these options by two factors: time and money.

Let's take a simplified example - we are opening a new online store selling "fashionable things".

We have the following initial data:

Site traffic on the opening day - 0 visitors.

Sales volume - 0 rubles.

The average cost of one "fashionable thing" is 1000 rubles.

Internet marketing budget per month - 30,000 rubles.

If we take the average conversion rate - 2% (% of buyers from the total number of visitors), it turns out that in order to recoup our advertising budget, we need to attract 1500 targeted visitors to our site per month, i.e. 50 visitors a day. How do we attract them?

Let's get down to search engine optimization. Usually SEO companies guarantee the first results in 2-3 weeks after starting work on website promotion. This means that we have one week left to recoup our monthly costs or transfer them to the next month. We do not want to throw it over, because according to the laws of economics - money is more expensive today than money tomorrow, we will recoup it this month. This means that we will be idle for 3 weeks, and over the last week we need to attract not 50 visitors a day, but 250.

Let's get into contextual advertising. Contextual advertising begins to bring us visitors to the site almost immediately after the launch of the advertising campaign. In order to attract 1,500 visitors to the site with a budget of 30,000 rubles, we can pay 20 rubles per click. 20 rubles per click is not a very high cost per click, there is a high probability that our advertising budget will not be enough to attract 1,500 visitors (the calculation is very conditional, because with the proper conduct of contextual advertising campaigns, the conversion rate will always be higher than from search engine optimization).

Let's get down to comprehensive promotion... We launch a campaign for search engine optimization of the site, at the same time launching advertising campaigns for contextual advertising (where exactly, Yandex.Direct, Begun, Google Adwords or all together, depends on each specific case). While we are waiting for the result from search engine optimization, we attract visitors with the help of contextual advertising. We analyze visitors using web analytics - we find out the most popular key phrases that turn visitors into buyers, analyze the most effective contextual advertising systems for our business, the most effective landing pages, as well as the pages of our website where we most often lose our visitors. All this information will allow us to also make adjustments to the search engine optimization campaign, which will undoubtedly bring additional profit.

It all depends on each specific case and the specific industry. Sometimes it is more cost effective to use contextual advertising sometimes search engine optimization, but more often than not, it is more profitable combine the first with the second(and track the effectiveness with the help of web analytics systems), only in this case you can be sure that your advertising budget is bringing the most return.

Main activities for integrated marketing

• Analysis of the current situation and development of the optimal schedule for campaigns to promote your goods and services via the Internet.
• Selection and analysis of keywords and phrases for search engine optimization and contextual advertising.
• Launching a contextual advertising campaign and continuous analysis of the effectiveness of each key phrase using web analytics tools.
• Based on web analytics data that shows us the most effective keywords that turn a site visitor into a buyer and customer, moving some of the key phrases from the list of "keywords for contextual advertising" to the list of "keywords for search engine optimization".
• Work on website promotion for selected key queries.
• General analysis of advertising campaigns for contextual advertising and the ongoing campaign to optimize the site.
• Testing different ad variations, visible URLs, landing pages and choosing the best one that converts more visitors into buyers and customers.
• Analysis of the ROI of Internet Marketing.

If we figured out with search engine optimization and contextual advertising, then with web analytics, I think you still have some questions. What is web analytics?

In fact, web analytics is solving problems before they get worse and hit the entire online business.

What indicators need to be analyzed first:

• The number of unique visitors per day.
• Average conversion rate (sales, registrations, file downloads, etc.).
• The most popular page of the site.
• Average length of stay of one visitor on the site.
• How often the visitor returns to the site.
• Average website browsing depth (how many pages were viewed and in what order).
• Geography of visitors.
• The number of bounces (what percentage of visitors leave the site within the first seconds).

If you are selling on the Internet, it is also advisable to know:

• How much income does your site bring per day?
• What keywords, from what sites, from what banners visitors come to make purchases.
• The best selling product of the assortment.

Having evaluated these factors, it will not be difficult to draw certain conclusions:

• Average customer cost (cost per customer).
• The importance of a particular web page.
• The difference in the ROI (return on investment) ratio for attracting new and returning site visitors.
• The most profitable advertising campaigns currently running.
• Which landing page leads to the most bounce rates.
• What pages the user viewed before the purchase.
• The average time it takes for a visitor to make a decision to purchase a product or order a service.

Web analytics can help a lot if you:

1. You use contextual advertising (Yandex-direct, Google AdWords, Begun, etc.), search engine optimization (SEO) or display (banner) advertising to attract visitors to the site.
2. Want to optimize your landing pages i.e. the page where the visitor gets after clicking on the ad.
3. Strive to increase your website's conversion rate (converting visitors to buyers).
4. Your web designers and marketers are arguing over how your site should look.
5. You have noticed that you have a high bounce rate. This parameter displays the percentage of users leaving the site quickly.
6. You are about to redesign your site.

Web analytics will give you the exact answer, which design you should choose, which landing page brings more sales, which website pages contain broken links or just need to be restructured, and many other questions that every website owner, designer or internet needs. -marketer.

At present, web analytics technologies are covered quite modestly in Runet, occasionally you come across interesting articles, the practice of working with one or another system.

This is incomparable with the English-speaking part of the network, where a wide range of both tools and materials on the topic is presented. But positive trends are also felt in the Russian segment of the Internet, and I think that in the next few years, our web analytics will grow at a rapid pace. If the market for SEO services and technologies is already more or less well-ordered, then the market for web analytics in Runet is still completely empty and has colossal growth prospects.

You need to promote an owl product where there are a lot of people - on social networks. Not all social networks are good for promotion, as the audience is different. Now we will try to say a few words about the audiences of some social networks, and also talk about a new and very promising network that many have not even heard of.

Promotion of VKontakte

The method is quite simple, you need to create a VKontakte group and place the widget on the site.

With the help of "smart" buttons, both your site visitors and yourself can publish article announcements on their pages. If desired, you can organize an automatic publication on VKontakte.

Unfortunately, VKontakte has turned into a big trash heap, littered with advertisements for various goods. Main audience, about 70% are teenagers who do not have the necessary solvency.

Conclusion: VKontakte can and should be used, but the effect in some niches may be zero.

Facebook promotion

The principle does not differ much from the promotion of VKontakte - we work with the audience without forgetting to place the widget on the site.

Automotive Facebook widget

The Facebook audience is much more mature than the VKontakte audience. If you browse Facebook, you can find discussions of certain information products. It is very easy to conclude from these discussions that Facebook audience ready to buy, i.e. has an acceptable solvency.

The big disadvantage of Facebook is that the messages in it "drown", ie. it is problematic to find information written, say, about a year ago.

Conclusion: with obvious drawbacks, Facebook is an attractive platform for free advertising of goods and services.

Advertising on Odnoklassniki

I would venture to say that Odnoklassniki's audience is not just adult, but rather mature. There are a lot of grandmothers and grandfathers on the Internet who are apprehensively considering any options for purchasing goods via the Internet. Discussing recipes is another matter.

Classmates' audience is not the best customer

Conclusion: Odnoklassniki.ru is not the best platform for advertising. Despite this, it is necessary to use it as well.

Social network Instagram.com

Since the share of mobile users is constantly growing, this could not but entail natural actions, i.e. creating a social network for people obsessed with smartphones and tablets. When it would seem that everything had already been invented, like a devil from a snuffbox, a social network jumped out, sharpened under mobile devices- Instagram.

The main page of instagram.com is the registration page

Based on the service http://www.google.com/trends/, Instagram is a growing trend.

It should be noted that Instagram is not intended for desktop computers, i.e. Instagram cannot be installed on a Windows PC. The app can be used on smartphones and tablet computers operating operating Android systems(version 2.2 or later) and iOS 4.3 or later.

The disadvantages of Instagram are the restrictions on operating systems and the fact that you cannot repost like on Twitter.

Conclusions: Since Instagram is a growing trend, it would be strange not to use it when promoting websites, products and services.

Twitter

As Instagram development, user interest in Twitter is declining.

Twitter user interest is declining

Despite the decline in popularity of Twitter, it remains a very significant link in the promotion, as search engines index tweets. Moreover, account information can travel at the speed of light. Unfortunately, about 90% of new messages are reposts, i.e. most users don't even add a word or two of their own. Alas, the Internet audience, on the one hand, becomes dumber, on the other hand, it becomes more lazy.

Conclusions: Twitter remains a serious promotion tool.

Let's summarize

Social networks concentrate a huge number of users. For this reason, promotion in social networks is very promising, especially considering the fact that search engines respond to signals from the same Twitter. To work with social media it takes a lot of time, i.e. in many cases, you have to delegate this work. As you can imagine, when delegating, we are no longer talking about free promotion.

Instructions

You need to spend that segment of the market in which you expect to receive and think your product. If possible, then use your strength, but if you have finances, hire a research company. What are the questions to ask respondents? Who are the competitors? And what do they have to offer? For what reason are their product potential consumers?

Now you need to how to complement the consumer qualities of your product. There are two steps to take. Compare your product to those of your competitors. And the second step is to try to convince you that you are the best. This trick will allow you not to think about how to promote your product. And the target audience will understand that your products are more profitable than those on the market.

Design and implement branding. To promote a product, you need to establish frequent contact with your target group with the brand. Contact can also be visual. After all, promotion on the Internet is one thing, and a virtual office is quite another. You need to make your site very informative, fairly easy to navigate and accessible to search engines.

Create informational bursts. As often as possible, and flicker on the pages of both electronic and paper media. So you know how to promote your product in order to arouse sincere interest with a press release not only of the end consumer, but even of the editors of newspapers and magazines.

note

High quality compilation of releases, depending on how quickly you unwind
the firm.

Instructions

First of all, use the internet. By betting on the Internet, you are not only affecting the local market. Order and optimize as much as your budget allows. Remember that the important thing is and, which should be bright and clear, but not provocative. Use viral to spread the word about you on social media - the more people talk about you, the more famous you will be.

Train your managers. They are your driving force, the locomotive that should lead you to success. Be sure to conduct regular trainings and introduce a bonus sales incentive system. The main activity is the search for clients - it is necessary to provide him with clients, which he can either independently take from the Internet, or you transfer them to him. Enter a daily to monitor employee activities.

A special marketing department is in charge of promoting sales in large companies. There are brand managers who plan and organize events aimed at increasing sales. In addition, there are marketing analysts who study the market, pr-managers and copywriters.

Instructions

The next step is with sales managers. Provide training to educate staff on how to handle clients correctly. In the classroom, the instructor will create various situations that he encounters during his work. As a result of playing several behaviors, a number of the most optimal ways of communicating with different consumer categories are selected. This will allow you not only to retain customers, but also to attract new ones by learning how to work with objections.

The department and sales managers must communicate closely with each other. All planned activities should be discussed at joint meetings. In this way, ways will be developed not only to promote sales, but also to retain old customers by increasing the volume of existing profits.

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Instructions

Having decided on the type of activity and the desired budget, you can proceed to the direct search. A regular search engine is suitable for this. Enter a generalized designation of a potential client, for example: mini-hotels in Moscow, restaurants in Moscow, web studios, etc. Next, you will need to view all the results and create a contact database that can be passed on to the sales manager for processing.

Sources:

• client search agency
• How to find 1000 clients for online advertising

You will need

• - access to the Internet;
• - telephone.

Instructions

Set campaign goals. They can be completely different. For example, for a new product that has just entered the market, this is informing potential buyers, for a product that consumers do not distinguish from competitors, it is creating an image, to increase sales, it is stimulating purchases.

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Novice craftsmen who want to sell their products online are faced with the problem of selling goods. Economic education does not fit well with the creative component of life, therefore it is often absent, and with it the skills of online trading.

Let's start with the fact that the offered product has its own terms of "life": birth - promotion to the market, growth - a period of stable systematically growing sales of services or goods, maturity - well sold, well known, recession - the market is saturated with goods. Each period is characterized by its own. At first glance, they will look similar, but if you dig deeper, the differences become noticeable.

1. At the stage of introducing a product on the market, work should be carried out to form the USP of the product, its competitive advantages or characteristics of services. Actively work with the audience, carry out branding on the network.
2. At the growth stage, in addition to the above, work on web analytics is added to strengthen and speed up the promotion. The level of conversion is monitored, "bottlenecks" are eliminated. A "safety cushion" is being created in case you need to order contextual advertising services at the stage of recession.
3. The level of maturity is characterized by the need for further work on the branding of the site and the services offered.
4. The recession level requires entering new groups of target audience in the network, respectively, the product will be promoted to new sales markets, and product promotion will begin anew.

Analysis of the target audience and competitive environment

Even before the product is launched on the market, it is necessary to perform several actions, without which the promotion of the product on the Internet is simply impossible. We will not now consider technical issues such as creating a website, buying a domain name, etc. Suppose that we are talking about a product that is already presented on a site that has its own showcase for selling products and a corresponding list of services.

1. Get as close as possible to potential consumers of your products or services online. You should know literally everything about them and, moreover, maintain close friendly contacts with as many people as possible. In writing, compose a portrait of your average online shopper. It doesn't have to be the “ideal” customer, or the one who bores you endlessly before and after buying a product. It should be somewhere in between. A character who has gender, age, a certain level of wealth, social status, with his own fears, beliefs, moral and ethical values, family or without, etc. You will need to focus on it when preparing content.
2. Evaluate the competitive environment from the standpoint of “Why is my product better?”, Write down how competitors are promoting their products online? What product characteristics do they indicate? What forums do you visit more often, what social networks? What range of related services do they provide? Be sure to check inbound links and keywords used to promote their sites on the web.
3. Based on the first two points, create a unique selling proposition for your product or service on the Internet. Include in it those characteristics that, on the one hand, characterize your product, distinguish it from competitors' products, and on the other hand, solve the problem of buyers, work with their fears, give some pleasant emotions, and entertain.
4. Develop a "voice". The manner in which content is presented to the Internet can be different: emotional, dry, concise, detailed, rude, affectionate, caring, tough. Depending on which target audience you are guided, write a description of the tone in which you will communicate with her. In most cases, this happens unconsciously. We attract those who we ourselves are, so the manner of communication is the same. But when it comes to a website on the Internet, it is better to document the approach in submitting material so that under the influence of a change of mood or a copywriter there is no unpleasant "patchwork quilt" effect. If the presence of a large number of authors writing in different styles is not a leitmotif of your site development policy, provide copywriters with clear instructions on the intonation of writing texts.

Optimization of the virtual site

1. In order to improve the visibility of a resource on the Internet for free, compose a semantic core using the Wordstat services from Yandex and Adwords from Google. Include in it those phrases by which users on forums and social networks are looking for your product, as well as those by which competitors are promoting, if they seem interesting enough to you. Use the suggestions of search engines on the Internet. After the semantic core is drawn up, carry out work to optimize the existing content and add recommendations for creating new material in the content calendar.
2. Carry out work to optimize your conversion funnel. If the site has no traffic at all, ask your friends to follow the path of a simple buyer on your site to assess the presence of bottlenecks. A “bottleneck” is a segment in a process that does not meet the volume that must be completed, which leads to a failure of the assigned tasks. Eliminate the identified shortcomings. Pay special attention to distracting elements: redundant graphics, animated elements, pop-ups, unnecessary set of services, etc. - in large quantities, they are able not to attract, but to scare away the buyer.
3. If the attendance is more than 50 people per day, you can connect the services of analytics Yandex.Metrica and Google.Analytics. Systematic analysis once a week will allow you to track the occurrence of problems even before they become an avalanche. It should be remembered that an increase in website traffic on the Internet leads not only to an increase in the number of sales, but also to the emergence of a larger number of visitors dissatisfied with the service or the quality of services. At the initial stage of product promotion, you have a choice: to spend time now working with each client, eliminating the shortcomings, or in the future, when there will be high traffic, make excuses to visitors on all kinds of "feedback" on the Internet.

Branding, Working with forums

After the work on the site is established, you can start attracting an additional audience, bypassing the search results. This is best done for free via social media and forums. At the stage of analyzing the target audience, you may have already found those sites on the Internet where your target audience is represented especially well. Register your accounts there, carefully fill in the profiles, build your reputation as an expert for some time. Plan to post some particularly good content that might be useful and interesting to your visitors. Build on the solution to those problems that users face on a regular basis, but do not find a complete solution on the Internet. Place a link to this material on forums or social networks in suitable threads, comments, groups, posts.

The main condition is that the material on the site must answer the user's question as accurately and in detail as possible or help him solve the problem that has arisen. This way, you will build link mass for free and improve website traffic.

Collecting a subscriber database

E-mail marketing has been “buried” several times in the history of its existence. Today's pessimistic forecasts about the further development of this instrument in the future are nothing more than ordinary gossip. E-mail marketing provides a unique opportunity to reach every user who wishes to leave their coordinates for free, it is unlikely that this property will cease to be used by marketers in the future.

If your site has not yet implemented a subscriber data collection algorithm, please troubleshoot this error. Offer a notification of new promotions, a free book, or admission to valuable video content. Prepare a series of e-mail newsletters, for which designate the goals: collecting data about the target audience, identifying errors on the site, inviting you to enter into a direct dialogue, establishing contact, solving problems in the lives of users, and so on.

Building a product promotion strategy

After all the preliminary information has been collected, you can proceed to planning the product promotion process.

First, write down the goal you want to achieve. She must have a clear time frame for implementation, and she herself must be expressed in numbers. For example, "by September 3, 2016, 8,000 copies of the book were sold, each worth 300 rubles." Formulations: "Sell as much of the product as possible", "Grow a large target audience" - these are not goals, these are wishes for yourself on New Year, which, as you know, do not come true.

Plan intermediate goals, that is, write intermediate results in monthly increments. Do the same for weekly and daily results. The more specific your action plan is, the better.

Highlight the main areas of work to be done: conversion optimization, web analytics, working with forums and social networks, collecting subscriber data, preparing viral content, etc. For each area, write down the actions you plan to take. For example, working with content: creating a content calendar, analyzing the content available on the site, optimizing it for key queries, evaluating it for compliance with user expectations, quality of design, photographs, analyzing content on competitors' sites, working with content on forums, etc.

Rank the actions in order of importance ("analysis of the content available on the site" should be before "optimization for key queries") and write down the dates by which you plan to close this aspect. If the case is too big, break it down into smaller pieces. For example, “analyzing content on competitors' sites” fits perfectly into the task of “analyzing 1 competing site daily”.

Review your work plan weekly, if necessary, adjust, supplement, the main thing is, albeit slowly but persistently move towards the intended goal. And then you will definitely succeed.