Preparing an online marketing strategy

Avoid building a website that doesn’t meet business objectives. Consider first your what you want to achieve? What message do you want to get across? What are your key differentiators? Who is your target audience and what are they looking for?

We assist in finding these and other answers. All processes following the development of your site is derived by strategic decisions made right at the outset of the project. Look at it as unless you have specific business requirements behind developing a new website then why do you want one. Presence online is njot good enough these days. You fit right in with all the clutter and every other organisation like yours who’s trying to catch up with this new technological revolution.

We’ve seen this before, businesses go find a web designer, hand them a logo and all to often you are delivered a product that does disfavour to your operation. While in some cases this may be aesthetically appealing, it doesn’t land up being search friendly nor results measurable.

We rather take a structured approach by developing a spec and mapping a project plan with deadlines and deliverables so that all parties are fully aware of outcomes at all stages.

Our implementation follows the following steps in accessing your business objectives behind you website:-

Target audience – Who are you attempting to attract to your website? What do you want them to do/learn once they get there? Remember this is an interactive medium and the possibilities are endless when it comes to ‘actionable responses’ derived by good website planning
Site objectives and goals – What do you want to achieve with your website? Short term & long term?
Stakeholders – Many business websites have multiple stakeholders who are all looking for different information and have various levels of involvement with your organisation. Who are your stakeholders? How do you present information to them that is not only relevant but also usable.
Performace measurement – What can you quantify in order to identify whether your online strategy is successful or not?
Site structure, content & development – What is your site structure? Is your content focus on niche markets? Is it easily understood? Is it usefull? What technologies do you want to use?
Budget – How much are you prepared to pay? Short term & long term? Consider costs of the campaign and whether you have buy in from management on the long term focus of marketing you website.
Design – What look & feel do you want to achieve? How is the simplest way of structuring your information?
Implementation – Timelines / constraints?
Post – implementation performace monitoring – Monthly reviews and analytical reports.
Online marketing strategy – What keywords you want to target? What search stategies do you want to employ?

Your Online Partner