BUILDING AN ONLINE MARKETING PLAN
StratiMind's 9-Step Process
At StratiMind, we believe that it is important to develop an effective online marketing strategy in the context of the overarching corporate and marketing strategies. Accordingly, we begin the online strategy development process by working with our clients to achieve clarity around 5 key strategy elements:
- Corporate Mission, Vision and Strategy
- Situation Analysis (SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats)
- Installed Base Buying Patterns, Attrition
- Customer Satisfaction Research & Analysis
- Brand Research & Analysis
- Competitive Research and Analysis
- Marketing Strategy, Brand Strategy, Overall Goal-Setting
- Market Segmentation, Sizing, Analysis
- Value Proposition & Messaging Development/ Validation
Next, we zero in on the target customer’s needs and preferences in order to build a profile of their ideal web site. We accomplish this through primary research and analysis of customer needs and behaviors as follows:
- Target Customer’s Online Information Needs & Behaviors
- Use of the Web at Each Stage of the Online Buying Process
- Web-based Product Research Methods & Resources
- Most Popular Search Engines and Directories
- Search Terms Used
Once we develop a common vision for the ideal web site, we turn to the existing site and examine the parameters that determine its value and visibility to target customers:
- Web Site Assessment
- Search Engine Position Analysis (see our free offer)
- Referral Source Analysis
- Web Site Visitor Segmentation and Analysis
- Current Web Site Content vs. Needs
- Content Analysis of Competing Sites
- Click-Through, Click-Path, and Conversion Analyses
With a shared vision for the ideal web site, we then meet with the marketing team and review what has already been learned about online marketing in more detail:
- Online Marketing Program Historical Analysis
- Program Design & Execution Assessment vs. Best Practices
- Program Results Analysis, Conclusions
Finally we pull all the information together, and synthesize from it the online marketing strategy and specific mix of online marketing programs to accomplish that strategy. This process also includes defining implementation and budgeting requirements and measurement metrics to be used:
- Online Marketing Program Planning & Development
- Skills, Software and IT Infrastructure Requirements
- ROI Analysis - Financial Modeling, Forecasting, Budgeting
- Marketing Program Measurement and Tracking
Next Step: Requesting a Quote
Requesting a quote from StratiMind is as easy as can be. We offer you several options to suit your preferences:
- completing our online quotation request form (easy to fill out and minimizes information we need to take over the phone) ;
- requesting that a StratiMind expert call you to discuss your needs (most convenient if you are pressed for time right now); or
- calling us directly during our extended business hours: Mon-Fri 9am to 7pm EST (GMT -6 hours) (if you would prefer to speak "live" with one of our experts)
- sending us an email (we guarantee a reply within 24 hours)
Ready to talk to the experts? Call or email us to set up an appointment to discuss your specific needs, and join the growing list of satisfied StratiMind clients.
