Marketing Planning - Choosing the Right Marketing Channel
Each marketing technique has benefits and drawbacks so you your job as a webmaster will be to look at the different techniques and choose the best one. There are two questions you can answer that will help you along this road. The first is to figure out which marketing technique will benefit your particular site the most. To do this you will have to see which marketing techniques fit best with your site. For example, if you don't have a lot of content on your site then you won't get much SEO. If you have only static content on your site then e-mail marketing won't help you much because an e-mail newsletter will only work if you have updated content that your visitors will want to read.
The second question will be to figure out which techniques you have the resources for. The main resources I am referring to are time, money, and skills. Pay-per-click, merchandising, and press releases will take money. Word of mouth marketing takes interpersonal skills. YouTube marketing takes technology skills. Viral marketing requires creativity. A good e-book will take time. If you don't have the required resources then those particular techniques may not be available to you.
After you figure out which marketing techniques are possible, you will have to figure out what your planned expenditures, traffic, and profits will be so you can calculate you projected profit and see if the plan should go forward.