Successful Online Marketing Part 1 – It’s all in the planning

Planning, Step 1 – getting your house in order

I mentioned in my last post that successful online marketing starts with ensuring your website is in good shape for a better user experience, but what does this mean? Well, there’s plenty of good practice technical things to consider and also some other more practical essentials. On the technical side it’s generally best to ask your web designer to audit the site and make sure it’s prepped and ready for take off – even better ask an independent qualified third party to do it*. Having said that, here are a couple of essential points:

There’s a lot more technical consideration but I’d leave that for the experts.

On the practical side there are some obvious things you can do, such as:

Here’s another tip. Get some feedback from existing clients and ask them what works for them and add in any good suggestions.

Planning, Step 2 – objective setting

What does successful online marketing look like to you? This is the bit where we think big and decide what we want to achieve – as mentioned previously a successful campaign isn’t just about getting traffic to your site, it’s about the quality of it and ultimately how many visitors generate an enquiry or sale. All these things are quantifiable and some very broad examples might include:

Planning, Step 3 – milestone setting

This is very important. It’s safe to say that most businesses work to budgets and don’t have an endless amount to invest on any kind of marketing without seeing a return. Set deadlines and time frames to hit key objectives and review regularly. There’s nothing wrong with adjusting the plan as you go or shifting focus to achieve certain goals. On large campaigns assign an internal project manager to liaise with your digital marketing partner, on smaller campaigns you can simply expand on your objectives, e.g.:

In summary

Putting in place measurable criteria will help you rationalise the investment in online marketing and you’ll maximize that investment by ensuring your website is in good shape.

Important notes
Watch out for

*Building a website and optimising it are very different things. Don’t worry if the site audit throws up things that need action; it doesn’t usually mean there’s anything wrong. Not all web designers are SEO experts just as not all architects are builders.

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