Of course, there is really no such thing as a “perfect” marketing strategy. In fact, it is even impossible to set up a marketing strategy that will work well for every type of business because companies have such varied needs. However, by following some basic rules, you can have the very best marketing strategy for your particular business, whatever that may be.
Here are some rules for helping you start and maintain an effective online marketing strategy.
- Ask questions and gain an in-depth understanding of the purpose of your marketing. When developing a web strategy, you must think about your marketing efforts globally in the context of your overall business. Is your goal to build awareness of your brand or product, create a niche for your marketing or generate leads and revenue? You may find, as you talk with various members of your staff, that all of these are goals for your marketing campaign. However, you should make every effort to be as specific as possible with your targets and goals.
- Identify your problem statement and meaningful goals. Once you understand where you are going, it is time to set meaningful goals in order to get there. This is also a great time to assign tasks or responsibilities to various individuals if more than one person will be handling your marketing.
- Develop your marketing methodology. You may think that online marketing simply happens, but successful campaigns are always carefully planned and include not only choices for marketing channels but a clear “feedback loop” that will give you an understanding of what is happening with your key metrics which you have established in Step 2.
- Develop core objectives for each specific marketing channel. One size does not fit all, so develop objectives for every type of marketing in which you engage.
- Use your core objectives to create a brief workflow process for your marketing activities. Be sure that your workflow includes assessment and re-definition of your goals as well as the steps necessary to attain those goals.
- Expand or reallocate resources when necessary. Give all your marketing a fair chance but do not be afraid to move resources from an area that is not working to one that is.
If you follow these rules, you can create a seamless and effective online marketing strategy that will get your business where you want it to be.