Just because online marketing makes available a new set of tools for engaging target audiences, it does not mean that tried and proven “Marketing 101” principles should be abandoned.
Online Marketing success, as with the success of marketing in general, requires a strategic marketing plan based on an “outside-in” approach,
Planning is still critical to online marketing success because it forces businesses to see the world through the eyes of prospects and influencers. Planning makes sure there is a depth of understanding as to what it will take to grow a business, both in the short and long-term.
By taking an “outside-in” perspective, businesses can align everything they do with the demands of the market, and ensure how they communicate resonates with potential buyers. In short, marketing planning is all about what Steven Covey said; “first seek to understand, then to be understood”.
The strategic marketing plan guides the development of an “infrastructure for growth”. Organizations that experience sustainable and predictable revenue growth are those that have a marketing machine that is always at work to increase brand awareness and credibility, connect with prospects and influencers, generate leads/drive traffic, optimize close rates, and encourage brand loyalty.
Online Marketing Planning Framework
Developing an Online Marketing Plan takes very much the same approach as traditional marketing planning. The differences are related to the online tools and technologies that are readily available for market research and marketing communications.
1. Situation Analysis
The Situation Analysis is the “seek first to understand” part of marketing plan development. It is the research, and ultimately the insight, that determines the appropriate online marketing strategies and tactics that should be undertaken.
The situation analysis includes Defining Online Marketing Objectives, SWOT Analysis, Segmentation Strategy, Prospect Analysis, Keyword Research, An Audit/Analysis of Current Online Activities and Competitive Research.
2. Online Marketing Recommendations
Online Marketing Recommendations fall directly from the Situation Analysis. The recommendations, although seemingly disparate, must work in unison to have maximum impact. This is why it is so important to develop an infrastructure that supports an integrated, “one plus one equals three” approach.
Online recommendations must address the following address the “End to End” Business Development Process, Positioning Strategy, Content Strategy, Search Engine Optimization, Social Media Strategy, Online Advertising, Marketing Automation, and Analytics/Metrics.
3. Online Marketing Execution Plan
The Online Marketing Execution Plan guides the way forward. Online marketing success is still predicated on consistent execution. Understanding what activities must be executed, at what frequency, and how these activities will work seamlessly together are critical factors for online marketing success.
This part of the plan should include an Online Marketing Roadmap, Content Calendar and Execution Budget.
The Bottom Line
The development of a proper online marketing plan will significantly increase the return on investment from your online marketing efforts. There are many things you can do online, and many ways to spin your wheels. Rather than a “hit and miss” approach, a well thought out, integrated online marketing plan is the right starting point for long-term success.
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