Fundamentals of Online Marketing

Here is a list of fundamentals that should be referenced to when creating an online marketing plan. This list was created by one of our Internet marketing experts, George Dubec, who develops online marketing plans for hundreds of customers. Last night was the South Florida Internet Marketing Workshop and this was part of the featured report that was handed out.

I. Twelve month online marketing plan based on
- What is the objective of your website
- Who is your target market
- How much in-house time do you have to devote to online marketing
- What is your budget

II. Key Performance Indicators (KPI)
- What stats need to be monitored
- What web traffic indicators are to be used
- What conversion rates are to be evaluated for (ROI) return on investment
- Ground Zero Report with all the KPIs established (tracking and stats data for existing sites)

III. Tracking software and tools
- What will be used to track and analyze information for the KPIs

IV. Competitive analysis
- Find out what other websites in your business category are doing

V. Online marketing work responsibility
- Establish point person in the organization responsible for the website marketing
- Assign in-house work
- Assign outsource work

VI. Evaluate information and data
- How often and who is going to analyze data (KPIs) and make recommendations and adjustments to twelve month marketing plan