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| 2. What should be contained in an online marketing strategy? |
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| Your online marketing strategy should be an extension of your corporate strategy and should be aimed at helping you achieve the objectives and goals laid out in this strategy. However, your online marketing strategy should include its own clearly defined goals and objects, i.e. why you feel you need a web presence, or what you want the web presence to achieve. |
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| The online strategy should include initial research on whether or not there is a market for your website on the internet. Websites should be treated as a service your company offers, and like the launch of any new product or service, research must be carried out to see if there is a demand for it. If the research shows the service you are offering is not that popular on the web, then this could save you time and money implementing a website that would not generate enquiries. |
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| Analysis of the competition is also important. If your main goal is to be at the top of the search engines for a particular phrase or keyword, it is imperative you understand what work will need to be carried out to get you to that top position. Simply analysing what keywords have been used by the top 3 positioned companies is not enough. An analysis of the number of incoming links to each site should also be carried out, as the majority of search engines place more emphasis on incoming links to your site than they do on the keywords found in your pages. |
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| Once it has been determined that there is a market for your product or service and the competition has been analysed, your strategy can then implemented, taking into account your initial research and what is required to complete your objectives. |
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| The most important issue with an online marketing strategy is that is reviewed on a regular basis. The internet is a dynamic market place and one that is subject to frequent change. Search engines change the way they rank sites on a regular basis and new competitors may also appear from time to time. If your strategy is not frequently reviewed, it will soon become outdated and irrelevant. |
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