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Q&A: How Would You Develop An Online Marketing Strategy? What Elements Should Be Considered?

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The essential elements of an online marketing strategy consists of ensuring that your organization is connected to the appropriate search engines, maintaining best practices in Checklistwebpage design, blogs, and through managing interactive usability, as well as maintaining an awareness of consumer social network usage and trends. Success of the online strategy can be achieved by:

  • Understanding the internal factors of your organization, such as strengths, weaknesses, and opportunities (current and future), as well as the existence of competition (threats).
  • Reviewing your organizations external factors, including current and future market opportunities; consumer and social aspects; competitive advantages; economic effects; and legal and regulatory concerns.
  • Assuming that the organizational marketing plan is aligned, the next steps would be to:
  • Examine and analyze branding and messaging for best practices;
  • Assess what online marketing strategies are in place;
  • Determine how current stakeholders feel about past online marketing campaigns;
  • Determine what ideas and opinions current stakeholders have regarding future online marketing programs;
  • Review website analytics in order to determine effectiveness of current path structure and navigation as well as Search Engine Optimization (SEO) impact and over-all usability best practices;
  • Explore the use of sub-domains or micro-sites;
  • Determine online advertising needs in order to plan and write SEO content rich articles, posts, and press releases that directly and indirectly promote your organizations programs and products;
  • Analyze the current blog for best practices;
  • Create specific “cause” marketing initiatives utilizing appropriate demographics within the social media channel;
  • Explore tactical methods to create an online buzz utilizing message boards and external stakeholders;
  • Determine what online partnerships can be forged for banner and link exchanges;
  • Formulate strategic and tactical approaches to develop a cohesive advertising program that aligns traditional forms of collateral with online channels.
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  1. […] Q&A: How Would You Develop An Online Marketing Strategy? What Elements Should Be Considered? (stephenmcdow.com) […]

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