Services · Internet Marketing Plan
One plan.
Channels aligned.
Isolated actions yield isolated results. An internet marketing plan defines the role, sequence, and benchmarks for each channel, ensuring SEO, GEO, advertising, and content reinforce one another.
The scan is the starting point of the plan. Delivered within two business days.
Internet Marketing Plan
12 months
SEO & GEO
Foundation
ongoing
SEA
Rapid influx
from week 2
Content
Authority
monthly
Website
Conversion
quarterly
Each channel with its own role, measured against the same goal
The underlying plan
Where you stand strong and where you are vulnerable.
What it is
SWOTSWOT An overview of your strengths, weaknesses, opportunities, and threats. is the initial analysis: an inventory of your strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal to your company and website. Opportunities and threats come from the outside: the market, competitors, and how people search and buy.
How it works for us
We start with what you already know about your business: what works and where you face challenges. We compare that with what we measure on your site and among competitors. This results in a list for each category with a brief explanation of why each point is there.
What you will see in your plan
An overview in four quadrants—strengths, weaknesses, opportunities, 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 with which strength.
What it is
TOWS is the step after SWOT: the same four quadrants, but now cross-referenced. Which strength matches which opportunity? And which weakness makes a specific threat extra 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 for us
We place every strength alongside every opportunity and ask: can you truly seize this opportunity with this? We do the same for weaknesses against threats. What remains are the combinations that deliver the most value, and these determine what gets priority in the plan.
What you will see in your plan
A table with four quadrants and a short list of resulting choices: which strength-opportunity combination will be tackled first and which weakness-threat combination will be mitigated first.
Synthetic personas that guide every subsequent choice.
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, which doubts hold them back, what they search for, and at what moment they decide. Synthetic means here: built with AIAI Computer programs that perform tasks normally requiring human intelligence, such as writing text or answering questions. from your own customer data and conversations, not made up at a desk.
How it works for us
We populate the model with what you already know about your customers and supplement that with what we see in conversations and data. Later on, we test every text and every channel choice against these profiles: would this person read and trust this?
What you will see in your plan
A profile for each target group detailing what they want to achieve, where they get stuck, what they type in, and what makes them drop off. This is the same layoutTemplate A fixed layout used for an entire group of pages simultaneously. shown in the example further down this page.
From initial search query to 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 route someone takes: from the first search query, through orientation and comparison, to a choice and eventually a recommendation to others. Each step involves a different question and a different channel.
How it works for us
We follow each persona through these steps and ask at each stage what they want to know and which channel fits best. We align that with the five phases of the plan, so that every step has its place.
What you will see in your plan
A diagram of the customer journey. Each step shows: the question someone has, the corresponding channel, and the phase of the plan in which it occurs.
The route
A plan is a route, not a promise
A good plan is not a luxury but the foundation. It determines in advance who you want to reach, with what message, and via which channel—allowing you to adjust based on results later.
Visibility follows contour lines: every step takes time and yields results. Four camps, detailing what is completed and what follows for each.
The framework
Five phases covering your entire customer journey
00 · Plan
Before any channel is deployed: define the personas (target groups), the goals, and the role assigned to 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 work at cross-purposes instead of together.
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 builds an audience that gets to know your brand.
02 · Act
Encourage interaction and capture leads: 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 friction in the buying process, both online and offline.
04 · Engage
Build long-term customer relationships with personalization, segmentation, and loyalty programs. Satisfied customers become ambassadors for your brand.
Every approach starts with a plan: defining personas (target groups), goals, and the role of each channel. Only then does the RACE framework structure your digital marketing, from the first introduction to a long-term customer relationship. For each phase, we establish what we do, what it costs, and what it delivers.
Brand building is the common thread through all five phases. Every time someone encounters you (in search results, an advertisement, or an article), it only truly counts if you project the same promise, tone, and appearance everywhere. That is why the plan defines not just what each channel does, but how your brand remains consistent. This way, awareness and trust build up month after month.
Target groups
Without personas, you are writing for no one
A persona is a fictional person representing a real target group. It describes what someone wants to achieve, where they get stuck, which words they type, and which tone they trust. Not invented to be clever, but compiled from what you know about your customers.
Why it matters: most companies don’t have one target group but three or four, and they want different things. One seeks the lowest price, another seeks certainty, the third seeks speed. If you write for the average, you reach no one. With personas, you know exactly who you are writing for on each page, ensuring there is an entry point for every target group.
That is why personas determine not just the content but the entire plan. It is about which channel you deploy, which keywords you choose, the order in which you build, and what you measure.
With a new design, we go one step further. Before anything is drawn, we interview the personas. What does this person expect to see on the first page, what proof do they need, which tone works, and which repels. This ensures layout, visual language, and tone of voice are right from day one. You won’t find out after delivery that the site is beautiful but doesn’t resonate.
The same page, a unique entry point for each target group
PERSONA EXAMPLE
Karin, owner of a car dealership
Wants to achieveMore test drives from her own region
Struggles withRising advertising costs, stagnant inquiries
Searches for“used car advertising cost per lead”
TrustsData and plain language, no jargon
Drops out atLong forms and vague pricing
One of three or four target groups, fully detailed
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 inquiries., 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 will create a plan that fits your business and budget.
