Online marketing success, as with the success of marketing in general, requires sound strategic planning.
Strategy development forces businesses to see the world through the eyes of their prospects. By taking an “outside-in” perspective, businesses can align everything they do with the demands of the market.
In short, strategic planning is all about what Stephen Covey said: “Seek first to understand, then to be understood.”
Here are 10 things you must consider when developing a strategic plan for your online marketing activities:
1. Online Marketing Objectives
Online marketing must support an organization’s growth objectives, and metrics must be directly linked to those objectives.
2. Segmentation Strategy/Prospect Analysis
Businesses must have a clear understanding of their target segments and prospects. It is imperative to understand how typical prospects in each segment make buying decisions.
Specifically, to be successful in generating, nurturing and converting prospects, you must understand which keywords they are using in online searches, their hot button issues, what questions they normally ask, and what information they will require to make an informed decision.
3. Competition
Which competitors are effectively using online marketing to achieve business results?
Which competitors are in the top search engine rank positions for specific, targeted keywords? What is their level of social network activity? Are they consistently generating fresh, relevant and compelling content? Are they using online advertising?
4. Business Development Process
What online mechanisms need to be put in place to optimize the end-to-end business development process; for example, how will inbound leads be generated, how will prospects be nurtured and converted, and how will relationships with existing customers be maximized?
5. Positioning and Content Strategy
What is the right positioning strategy given the prospect’s decision making process and how competitors are presenting themselves?
Online marketing is all about valuable, relevant, and compelling content. To be successful online, businesses must commit to becoming content developing organizations.
Content formats (blogs, infographics, video, podcasts, e-bulletins, etc.) will depend on how to best communicate with target prospects, and the channels being used for content distribution.
6. Search Engine Optimization
What must an organization do to optimize its search engine rankings? What are the on-page and off-page SEO tactics that must be effectively executed to produce the desired results?
7. Social Media Strategy
Social media must be part of any online marketing plan to maximize results. Which social networks should an organization be active with, and what level of activity should an organization engage in to make themselves visible and credible online?
8. Online Advertising
There are a number of online advertising options available. The key is to identify the ones that are most appropriate and will generate the best possible results.
9. Analytics/Metrics
Online marketing success requires constant analysis, refinement, and adjustment. There are numerous tools available to monitor and measure online performance in virtually real-time.
10. Budget
Investments must be made for the “care and nurturing” of online activities.
An online marketing budget has two distinct components: 1) the costs to build the infrastructure (websites, marketing automation systems, template design, etc.) and 2) the costs of the on-going execution of online marketing activities (content development, search engine optimization, social media activities, online advertising management, analytics, etc.).
The Bottom Line
Driving tangible business results through online marketing activities requires a sound strategy. Although just “jumping in with both feet” is commendable, this approach usually doesn’t deliver desired results over time.
Stepping back and engaging in good old planning is the best way forward for online marketing success.
>> Core Online Marketing can help you develop and execute a strategic online marketing plan to drive business results. Find out more at our free online marketing seminar in Oakville, ON, or contact us today!
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