Join Lorrie Thomas Ross for an in-depth discussion in this video Online marketing planning and success, part of Online Marketing Basics.
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There is a great saying; we do not plan to fail, we fail to plan. Just like it isn't wise to build a house without a blueprint, you need to approach online marketing with a plan. This creates a healthy foundation. Approach online marketing with the mantra of strategy first, execution second. These marketing planning tips apply to building a Web site from the ground up, or optimizing an online marketing foundation that already exists. There are several success steps that must be considered as planning points to process.
The five success points to consider for online marketing planning are credibility, usability, visibility, sellability, and scalability. Credibility refers to the impression we make online. Credibility is exuded on our sites, blogs, through our content, videos, PR, social media, or reviews. We never have a second chance to make a great first impression. Building trust is an online marketing must.
Usability is how well people can use your online marketing. Marketing work needs to be user-friendly. This comes from appropriate and professional design, site architecture, clear navigation, call to actions, e-mails, content, and even social media. Visibility is critical as we build our online marketing plans. We can offer the best products and services, but if nobody knows about them, what's the point? Visibility can come from a number of marketing channels, including advertising, natural search, social media marketing, online PR, or e-mail.
You want to have a healthy mix of visibility options planned into your marketing mix. Having that idea of what visibility channels will be used is critical to think about as you plan. These visibility options may require space on your Web pages, may be integrated into design, require additional budgeting, or take some technological setup. Sellability is a critical online marketing planning piece, as this is how well you show, and tell, and sell the value of your organization, products, and services.
People need to understand why you or your organization are worth working with. This can come through in videos, testimonials, press releases, taglines, and photos. Thinking about sellability, which means communicating and educating your value in the online marketing planning process, will help ensure that your value points are woven into site pages, and overall online marketing work. When we employ credibility, usability, visibility, and sellability, we reap the benefits of scalability.
Online marketing efforts can last a lifetime on the Web, building and compounding overtime. Think of online marketing scalability like a good stock. Small investments made consistently over time can grow to support your organization's overall Web presence and marketing.
- Defining the target market
- Setting clear goals and success metrics
- Working with web analytics software
- Building a site map
- Selecting a domain name and a web host
- Planning for mobile
- Conducting social media marketing
- Developing an email marketing campaign
- Exploring content marketing
- Reviewing online public relations
- Understanding the difference between search engine marketing (SEM) and search engine optimization (SEO)
- Reviewing blogging and microblogging
- Looking at online advertising with search, affiliates, email, and more