Fundamentals of Online Marketing

The following outline will help you establish your basic needs before you start an online marketing program:

I – Twelve month online marketing plan based on:

- What is the objective of your website?
- Who is your target market?
- How much in-house time do you have to devote to online marketing?
- What is your budget?

II – Key Performance Indicators (KPI):
- What stats need to be monitored?
- What web traffic indicators are to be used?
- What conversion rates are to be evaluated?
- Ground Zero Report with all the KPI’s established (tracking and stats data for existing sites).

III – Tracking software and tools:
- What will be used to track and analyze information for the KPI’s?

IV – Competitive analysis:
- Find out what other websites in your business category are doing.

V – Online marketing work responsibility:
- Establish a point person in the organization responsible for the website marketing.
- Assign in-house work.
- Assign outsource work.

VI – Evaluate information and data:
- How often and who is going to analyze data (KPI’s) and make recommendations and adjustments to twelve month marketing plan?

It is highly recommended that you meet with professionals to put together a proper marketing plan and establish how you are going to track and evaluate your website success.