Services · Internet Marketing Plan
One plan.
Aligning channels.
Isolated efforts yield isolated results. An internet marketing plan defines the role, sequence, and metrics for each channel, so that SEO, GEO, advertising, and content reinforce one another.
The scan is the starting point of the plan. Within two business days.
Internet Marketing Plan
12 months
SEO & GEO
Foundation
ongoing
SEA
Rapid analysis
Starting in Week 2
Content
Authority
monthly
Website
Conversion
quarterly
Each channel has its own role, measured against the same goal
The plan below
Where you’re strong and where you’re vulnerable.
What It Is
SWOTSWOT An overview of your strengths, weaknesses, opportunities, and threats. is the first analysis: an assessment of your strengths, your weaknesses, the opportunities that exist, and the threats you face. Strengths and weaknesses lie within your own business and website. Opportunities and threats come from outside: the market, competitors, and how people search for and purchase products.
How It Works Here
We’ll start with what you already know about your business: what works and what challenges you face. We’ll compare that with what we measure on your site and among your competitors. This will result in a list for each category, with a brief explanation of why each item is included.
How this is reflected in your plan
A four-part overview—strengths, weaknesses, opportunities, and threats—that forms the basis for the TOWS matrixTOWS The next step after a SWOT: you combine your strengths and weaknesses with opportunities and threats. that follows.
Which opportunity you seize and with how much determination.
What It Is
TOWS is the next step after SWOT: the same four categories, but now arranged in a cross-tabulation. Which strength corresponds to which opportunity? And which weakness makes which threat particularly dangerous? These intersections yieldROI The return an investment generates in relation to its cost. the strategic choices upon which the rest of the plan is built.
How It Works Here
We match each strength with each opportunity and ask: Can you really seize that opportunity with this strength? We do the same for weaknesses and threats. What remains are the combinations that yield the greatest results, and those determine what takes priority in the plan.
How this is reflected in your plan
A table with four quadrants and a short list of options from each: which strength-opportunity combination is addressed first and which weakness-threat combination is addressed first.
Synthetic personas that influence every choice along the way.
What It Is
A personaPersona A detailed description of a typical customer, including their needs, questions, and concerns. is a detailed customer profile: what someone wants to achieve, what doubts are holding them back, what they’re looking for, and when they make a decision. “Synthetic” here means: built using AIAI Computer programs that perform tasks normally requiring human intelligence, such as writing text or answering questions. based on your own customer data and conversations, not made up at a desk.
How It Works Here
We populate the model with what you already know about your customers and supplement that with what we’ve gathered from conversations and data. Later on, we evaluate every piece of text and every channel choice against these profiles: Would this person read and trust this?
How this is reflected in your plan
For each target group, create a profile that outlines what they want to achieve, where they get stuck, what they type in, and what causes them to drop off. That’s the same structure used in the example further down on this page.
From the initial search to the recommendation.
What It Is
The customer journeyCustomer Journey All the steps a person takes from the initial search to becoming a customer and beyond. is the path a person takes: from the initial search, through research and comparison, to making a choice, and finally recommending the product or service to others. Each step involves a different question and a different channel.
How It Works Here
We guide each persona through these steps and, for each step, ask what they want to know and which channel is best suited for that. We then map this out against the five phases of the plan, so that each step has its place.
How this is reflected in your plan
A diagram of the customer journey. For each step, it lists: the question a person has, the corresponding channel, and the phase of the plan in which that occurs.
The Route
A plan is a roadmap, not a promise
A good plan isn’t a luxury—it’s the foundation. It determines in advance who you want to reach, with what message, and through which channel—and thus what you can use to steer your efforts afterward.
Visibility follows contour lines: every step takes time and yields a result. Four stages, with each stage showing what’s been completed and what’s next.
The framework
Five phases that cover your entire customer journey
00 · Plan
Before deploying a channel: identify the personas (target audiences), define the goals, and determine the role of each channel. Without this foundation, Reach, Act, ConvertConversion The moment a visitor does what you hope for, such as calling, filling out a form, or making a purchase., and Engage will work at cross-purposes rather than in tandem.
01 · Reach
Increase visibility and brand awareness with shareable contentContent All content on your website, such as text, images, and videos., social media, and inbound marketingInbound marketing An approach where customers find you through valuable content, rather than you approaching them with advertising.. This is how you build an audience that gets to know your brand.
02 · Act
Encourage interaction and generate leadsLead Someone who has shown interest and left their contact details, for example via a form or a phone call.: website and landing page optimization, strong calls to action, and targeted use of SEO, PPC, and email.
03 · Convert
Turn visitors into customers with conversion optimization: behavioral analysis, A/B testing, and removing barriers in the purchasing process, both online and offline.
04 · Engage
Build long-term customer relationships through personalization, segmentation, and loyalty programs. Satisfied customers become ambassadors for your brand.
Every approach starts with a plan: who are the personas (target audiences), what are the goals, and which channel plays which role. Only then does the RACE framework structure your digital marketing, from the initial introduction to a long-term customer relationship. For each phase, we outline what we’ll do, what it will cost, and what the return will be.
Brand building runs like a common thread through all five phases. Every time someone comes across your brand—in search results, in an ad, or in an article—that really counts. To achieve this, you need to convey the same promise, tone, and image everywhere. That’s why the plan not only specifies which channel does what, but also how your brand is consistently represented. This way, brand awareness and trust build up month after month.
Target Audiences
Without personas, you’re writing for no one
A persona is a fictional character that represents a real target audience. It describes what someone wants to achieve, where they run into difficulties, what words they type, and what tone they find trustworthy. It’s not made up just for fun, but is based on what you know about your customers.
Why it matters: Most companies don’t have just one target audience, but three or four, and each wants different things. One is looking for the lowest price, another for reliability, and a third for speed. If you write for the average person, you won’t reach anyone. With personas, you know exactly who you’re writing for on every page, and you ensure there’s a way to connect with each target audience.
That’s why personas determine not only the content but the entire plan. It’s about which channel you use, which keywords you choose, the order in which you build your content, and what metrics you use to measure success.
With a new design, we take it one step further. Before anything is designed, we interview the personas. What does this person expect to see on the first page? What evidence do they need? What tone works, and what turns them off? This ensures that the layout, visual style, and tone of voice are right from day one. That way, you won’t find out after launch that the site looks nice but doesn’t resonate with users.
The same page, a separate entry point for each target audience
PERSONA EXAMPLE
Karin, owner of a car dealership
GoalsMore test drives from her own region
Stuck onAdvertising costs are rising, but inquiries aren’t
Search for“cost per lead for used car ads”
TrustNumbers and plain language, no jargon
Turns off atLong forms and vague prices
One of the three or four target groups, described in full
Frequently Asked Questions About Your Internet Marketing Plan
How does EQwise help with planning?
It begins with an introductory meeting about your challenges, your target audience, and the data you already have. We then develop the plan and review it with you in a sessionSession A single visit to your website, from entry to exit., ensuring it is clear within your organization who handles which tasks. You receive it as a working document, not as a one-off report. We periodically evaluate what the figures show and make adjustments where necessary.
I have a successful regional business with good turnover and want to operate nationally. What kind of investments should I consider?
Winning regionally and winning nationally are two different games. Regionally, you compete with a handful of companies you know by name. Nationally, you face players who have been working on their visibility for ten years and have the budget for it. Where this costs time and money:
- Visibility: Regionally, you win partly based on your location. Nationally, that advantage disappears, and you compete on the keywordKeyword The word or phrase that someone types into a search engine. itself, where many more parties are bidding. Expect months instead of weeks, and start with terms that show purchase intentSearch intent What someone actually aims to achieve with a search query..
- Your website: What sufficed regionally will fall short nationally. A visitor from the other side of the country does not know you and lacks a network to bridge that gap. Everything they need to know to trust you must be on the page.
- Ad budget: National advertising costs a multiple of regional advertising because you are bidding against parties with larger budgets. Start narrow: one service, the clearest keywords. Only expand once the cost per leadLead Someone who has shown interest and left their contact details, for example via a form or a phone call. is right.
- People: More leads mean more work that someone needs to handle. Those who do not arrange this in advance will lose the very leads they just won.
- Logistics, technology, and financing: If you sell a physical product, distribution, your CRMCRM A program used to track all customer contacts and enquiries., and your financing come into play. This is not our field, but it is the reason national expansion more often fails due to execution than marketing.
Going national is rarely just a marketing issue. Ensure the plan is sound before you open the budget.
I run a sole proprietorship and have just finished my new website. What kind of internet marketing budget do I need?
Short answer: that depends on what a customer yields for you and how many inquiries you need for that, not on what other sole proprietorships spend. Start with the foundation and then calculate backward to the amount an inquiry is allowed to cost.
This is how you arrive at an amount:
- Step one: determine what a new customer yields for you on average.
- Step two: determine how many inquiries you need to acquire one customer. If you don’t know yet, take a conservative estimate and adjust it based on your own figures after two months.
- Step three: establish what an inquiry is allowed to cost you. That is your ceiling.
- Step four: calculate backward to the monthly amount that fits that goal.
For a sole proprietorship with a new site, the order is almost always the same:
- First the foundation: a fast site and a complete Google Business ProfileGoogle Business Profile Your free business listing in Google Maps and search results, featuring your address, opening hours, and reviews.. That often yields results the fastest.
- Then search ads, narrow: one service, one region. View them as rent, and build toward visibility in the meantime.
- Social media, email, and contentContent All content on your website, such as text, images, and videos. only when you have the time to maintain them. One channel that you keep up with works better than four that fall silent.
What does internet marketing cost at EQwise?
Short answer: that depends on your goals and your starting point, which is why we begin with a scan instead of a price list.
Quoting a fixed amount without knowing your site would be a shot in the dark. Two companies with the same turnover can differ tenfold in what is required: one has a healthy site that only lacks direction, the other has years of overdue maintenance that requires months of cleanup first.
What determines the price:
- The state of your current site. Repair work precedes growth work.
- The competition in your market. Local and specific takes less time than national and commercial.
- How much you do yourself. Providing contentContent All content on your website, such as text, images, and videos. saves money; having content written costs money.
After the free scan, you will receive a proposal with a fixed monthly price. No fine print, no long contracts. And if the scan shows that your system is technically unsuitable, we will tell you that before you spend anything.
What percentage of my revenue should I spend on internet marketing?
Short answer: for an established business, 5 to 10% of revenue is a common rule of thumb for marketing. A startup usually spends more: 10 to 20% of revenue.
Why two percentages: an established business builds on existing customers, brand awareness, and a site that already has a rankingPosition The location where your website appears in search results, for example, spot 3.. A starter has nothing to build on yet. Therefore, they must pay for the foundation and buy the first stream of traffic, which is why their percentage is higher.
That budget covers all components of internet marketing: SEOSEO Everything you do to improve your visibility in Google without paying for advertisements., search ads, visibility in AIAI Computer programs that perform tasks normally requiring human intelligence, such as writing text or answering questions. answers, social media advertising, email, and contentContent All content on your website, such as text, images, and videos..
The percentage itself is not the standard. It only means something once you know what a leadLead Someone who has shown interest and left their contact details, for example via a form or a phone call. is allowed to cost and what a customer is worth to you. Calculate backward from there: how many leads you need, what they may cost per channel, and what that adds up to.
What percentage of their total budget should a startup spend on internet marketing?
Short answer: for a startup, ten to twenty percent of revenue is common. In the first year, it is often more, as you do not yet have a foundation to build upon.
Those percentages only mean something if you know where the money is going. For a startup, the distribution usually looks like this:
- Foundation first. A fast, findable site and a complete Google Business ProfileGoogle Business Profile Your free business listing in Google Maps and search results, featuring your address, opening hours, and reviews.. Without those, everything you spend afterward evaporates.
- Then paid trafficPaid traffic Visitors who arrive at your site through an advertisement., temporarily. Ads bridge the months while your organicOrganic traffic Visitors who arrive at your site through a standard search result without you paying for that click. positionsPosition The location where your website appears in search results, for example, spot 3. are still growing. It is a rental, not an asset: if you stop, the traffic stops.
- Work on visibility simultaneously. It takes months before it yields results, which is exactly why you start immediately rather than when the budget gets tight.
Two things go wrong more often than the percentage. The first is putting everything into ads and nothing into the foundation, causing you to keep renting year after year. The second is starting too broad: ranking locally and specifically can happen within a few months, while national and general ranking takes twelve to eighteen months. For a startup, the first route is almost always the wisest.
Why does the RACE framework work?
Short answer: because it forces you to see where the customer journeyCustomer Journey All the steps a person takes from the initial search to becoming a customer and beyond. breaks down, instead of tinkering everywhere at once.
The RACE frameworkRACE A step-by-step plan for online marketing: reach, act, convert, and engage. consists of five steps: Plan, Reach, Act, ConvertConversion The moment a visitor does what you hope for, such as calling, filling out a form, or making a purchase., and Engage. Plan comes first: what do you want to achieve and which metrics belong with that. The other four are the phases of the customer journey, each with its own question and its own metric.
An example. A site with many visitors and few inquiries does not have a reach problem. The issue lies with Act or Convert: the page is not convincing, or the step to an inquiry is too large. More ads make that more expensive, not better.
This is how we use it:
- Plan: what do you want to achieve and which metrics belong with that?
- Reach: are you being found, in Google and in AI assistantsAI Assistant A chat program such as ChatGPT, Claude, Gemini, or Perplexity that you can ask questions in natural language.?
- Act: what does the visitor do after the first page?
- Convert: how many visits leadLead Someone who has shown interest and left their contact details, for example via a form or a phone call. to an inquiry or sale?
- Engage: does the customer return and do they recommend you?
The framework therefore determines the order of the work. You establish what you measure for each step. After that, you know where the next dollar should go.
From Plan to Measurable Results
A structured plan makes your marketing measurable and manageable. Tell us your goals, and together we’ll create a plan that fits your business and budget.
