• Marketing Mag Website

  • Marketing Digiguide

DigiGuide DigiGuide

DigiGuide

for insight into online,search, mobile and more

brought to you by
brought to you by

So you've started to think strategically about online - now what?

this article
  • Page 1 of 1
  • 0
  • 89

by FRANk

on Jul 26

FRANk is a creative engagement company originating clear and sustainable solutions for brands to make relevant connections with their customers. FRANk has emerged as one of the new-breed communication companies attracting the likes of seek.com.au, carsales.com.au, Kidspot.com.au, wotif.com, STA Travel, imate, movember and carservice.com.au.

Advertise with us

Tamir Berkman works at FRANk media

In my last post here at marketingmag.com.au, I discussed the reasons why you should already be thinking strategically about online and about  your presence in the online space. Hopefully, for those of you looking to develop your online presence you're now convinced of the need for an online strategy, but what's your next step?

Well, now it's time to think carefully about what you want to do online. To help you out, I've prepared this online strategy checklist. It breaks down some of the major areas you will need to consider before you even think about hiring a web designer, and poses a number of questions about each of the areas.

Even if you answer half of these questions you’ll find some insights, focus on your online goals and you might even come up with a great plan to promote your business. Right, enough talking about it, let’s get down to business!

Your brand:

  1. What are you doing online?
  2. Do you have a website?
  3. Do you have a place where you engage consumers on your website?
  4. Are you doing all the talking or do you encourage conversation and feedback?
  5. Do you have any audio/video on your website?


Your competitors:

  1. What are your competitors doing online?
  2. Have they already worked out how to have a conversation with their audience?
  3. What are the advantages of your competitor’s online profile and what will you need to do to beat them?


Your industry/community:

  1. What is your industry doing online?
  2. Are there any online trends you should be aware of?
  3. What are the ideas you like?
  4. How can you play a bigger role in this industry?


Your audience:

  1. Who are you talking to and why?
  2. Who are your evangelists?
  3. Where are they online?
  4. What is your niche audience?
  5. What do they like to do?
  6. How can you help make their lives better?


The creative concept:

  1. What will get people talking about you?
  2. How can you be different?
  3. If your brand can produce a show - what will it be?


Production:

  1. What is the scope, time line and budget?
  2. Who’s going to manage the team?
  3. What are the software requirements?
  4. Who will be doing the programming, design, audio/video production (if needed) and testing?


Marketing:

  1. How will people know about it?
  2. How can you spread the word?
  3. What is the launch plan?
  4. What are the PR opportunities?
  5. Do you have a seeding plan?


Maintenance:

  1. Who’s in charge of the following: data entry, linking to content, comment moderation, email list management and measurement? Don’t know yet? Time to find out!

As a marketer, you might be disappointed to see so few questions under 'Marketing', but you'll also have noticed that many of the questions in other areas relate directly to marketing functions. My advice? If you can't find a compelling reason to answer all, or at least most of these questions before you begin building your online presence, you might be selling yourself short online, and worse still, allowing your competitors to take ownership of the space.

Be the first to have your say...

To have your say, login at the top of the page or register free and start commenting.