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Developing an online marketing plan
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  • 1. Developing an online marketing plan
    Ben Coleman, ICT Advisor
    West Africa Trade Hub
  • 2. What is an online marketing plan?
    It’s not your business plan
    It’s not your marketing plan either!
    It helps you achieve your marketing goals online
  • 3. Focus on your target market
    Don’t waste resources chasing the wrong group
    What do they like/ want?
    How can you help them get this online?
  • 4. What is your budget?
    Money and Time
  • 5. Competitor Analysis
    What are your main rivals doing?
  • 6. Set your online marketing goal
    SMART
    Specific
    Measurable
    Achievable
    Relevant
    Time bound
  • 7. Summary
    Find out more about your target market
    What is your budget?
    What are your competitors doing?
    Set a online marketing goal
    Choose a strategy to achieve this
    List the activities you need to complete
    Monitor results
  • 8. Important strategies to focus on…
  • 9. Is your website ready?
    Make sure your website is professional before you begin
  • 10. Strengthen your brand
    All your online activities should revolve around this
    Do you know what your key promise is?
    Does your brand have a clear personality?
    Do you have a professional identity?
  • 11. Build your contacts
    People that have shown interest
    Add to your address book
    These people have given you permission to market to them
  • 12. Track your contacts
    How well do you know your contacts
    http://bit.ly/h0XYNN
    www.watradehub.com/ict
  • 13. Get ready to monitor
    www.surveymonkey.com
    www.google.com/analytics
    www.google.com/alerts
    Carry out a customer survey
    Set up a Google alert
    Add Google Analytics to your website
  • 14. Strategies to achieve your goal
    Presentation on online marketing
    www.watradehub.com/resources/online-marketing
  • 15. Social Media
    Create a Facebook Page for your business
    www.facebook.com/pages
  • 16. Social Media
    Create a LinkedIn company profile
    www.linkedin.com/companies
  • 17. Social Media
    Google Places
    Put your business on Google Places
    www.google.com/local/add/businessCenter
  • 18. Social Media
    Blogging
    Add a blog to your website and start blogging
  • 19. Social Media
    Content: Get noticed, get links
    forums
    videos
    comments
    podcasts
    guest articles
    Start writing or recording
    press releases
  • 20. Social Media
    Help people share your content
    developers.facebook.com/docs/reference/plugins/like
    www.addthis.com
    www.sharethis.com
    Add a social sharing widget to your website
  • 21. Online Directories
    Get targeted traffic
    www.yellowpages.gh
    dir.yahoo.com
    www.dmoz.org
    Submit your website to as many directories as you can
  • 22. Email Marketing
    Cheap, effective
    www.mailchimp.com
    www.getresponse.com
    Schedule periodic mass emails to your contacts
  • 23. Have you achieved your goal?
    www.surveymonkey.com
    www.google.com/analytics
    www.google.com/alerts
    Carry out a customer survey
    Set up a Google alert
    Add Google Analytics to your website
  • 24. Now it’s your turn
    Define your target market
    Set your budget
    Research what your competitors are doing
    Set your online marketing goal
    Choose a strategy to achieve this
    List the activities you need to complete
    Monitor your progress (and make changes)
  • 25. Thank you!www.watradehub.com/ict
    Ben Coleman (bcoleman@watradehub.com)
    icthelpdesk@watradehub.com