“A goal without a plan is just a wish”.

Yes, this is the time of the year during which you review your company’s progress and challenges during the previous year. Perhaps, you are ready to fully embrace the power of the Internet and make it work for you. By “making it work”, we mean harnessing the online tools now available to all businesses (regardless of their size) and using them efficiently to increase your company’s visibility and its revenues.

For this year to be better than last, you need a plan. You may already have a business plan, a branding plan, and even a marketing plan; all are very important. This post is addressing the Online Marketing Plan. The plan should highlight which online efforts your company will be taking this year, who will be responsible for each task, the budget allocated for each section, and so forth.

Here are some ideas to get you started:

=1= Write a statement explaining in a few words what you want your online marketing efforts to result in. Is it more money, more visibility, better customer satisfaction, better productivity, more return customers, … Even though you may say all of the above, try to be focus and succint.

=2= Split your plan into 3 to 5 parts:

1. Website
2. Social Media
3. Other Online Platforms
4. Paid Advertising (if your budget allows for it)
5. Retail Platforms (if you sell products)

=3= Within each section, there should be 4 sub sections:

1. Description: Describe the section as well as the current weaknesses and strengths of your company. Make sure to explain the ultimate goal and expected results for this online effort. Examples: The website is well designed but not on page 1 for important keywords. LinkedIn is where our clients are but we do not have a business page set-up. We want to sell on Amazon like our competitors already do but not sure where to start. Etc.
2. Where: Which platforms are part of that section. Examples: Facebook, Twitter, GooglePlus, GoogleShopping, Actual Website, etc.
3. Responsibility: Whose responsibility is it going to be to set it up properly and manage it (Ex: Your staff, you, or hire out). How much time should be dedicated to it and how often (Ex: A tweet a day. Weekly blog posts. Adding a new web page once month, etc.)
   
4. Budget: Set a budget for set-up (very important) and management.

An Online Marketing Plan can be as small as a one-page report and as much as 100 pages for larger corporations. They have become a must-have in today’s business environment. It helps you stay focus during the upcoming year by ensuring your marketing dollars are spent where they will give you the best return on the investment. If you are interested in a comprehensive plan for your business, contact our team at 707-794-9999.

Remember that “A goal without a plan is just a wish” (by Antoine de Saint-Exupéry)