A: Perhaps the biggest and simplest question is “What do I want to achieve with my online marketing?” You then need to consider how much you are prepared to invest in terms of time and money in achieving it, and what return you need to get.
Then ask yourself if this is something you can realistically do alone, or do you need help.
Having asked those fundamental questions, I’d suggest diving into the detail and consider questions like:
- How do my customers and prospective customers go about finding me online and where do they look for me? The answers are the places where you need to be found. Think about search engines, particularly Google, but also Facebook and online directories.
- What do I want people to do when they find me online? For example, if you want them to call you, it’s important to make sure your phone number is prominent.
- What kind of analytics do I need on mywebsite? Analytics are vital to know what’s happening when people visit your site. This gives an indication of what is working well and what isn’t.
- Should I have a Facebook page for my business?
- How can my online and offline marketing complement each other?
Matthew Bottomley is director of usage products at Yell UK.
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