How do we build an Online Marketing Strategy?
Developing an online marketing strategy is an important starting point for senior management, business development, marketing and customer services. A strategy puts online and offline marketing into context. Building a social media, website, blogging and email marketing strategy which integrates with your overall marketing and communications objectives will allow you to:
- Decide which social media platforms are suitable for your business
- Allocate resources for setting up social media profiles
- Determine the process for the management of social media accounts
- Map out the content requirements for social media communications
- Set objectives for each platform in terms of community engagement
- Review your website and blog content to increase visitors and engagement
- Create an email marketing calendar to communicate with your contacts
- Put together a reporting and review schedule
Here are the steps involved in the process
- We review your existing social media presence and compare it with those of your competitors. This provides a useful benchmark against which future social media activity can be measured. This social media audit and competitive review is a valuable starting point even if your business has no social media profiles.
- Having presented the social media audit, we discuss the main objectives for including social media activity into your marketing.
- We will concentrate on defining your target audiences and how they can be reached online.
- Online content is a combination of showcasing your own products and services with commentary on your industry.
- We select an email service provider which meets your needs
- Together we will create a content calendar for your blog
- Social media management is time-consuming and requires the allocation of limited resources – time and money. We will consider the capacity you have in-house to manage your own social media communications versus outsourcing.
- We will determine any social media training needs your marketing and communications departments have.
- Social media marketing can become drowned in statistics. We will recommend the best measures to focus on, getting the balance right between meaningful numbers and overload.
- Finally, your Online Marketing Strategy document will be written, reviewed and finalised.
- We will keep you up-to-date with all the changes and make changes to your strategy at a regular review meeting.