How to Plan a More Effective Online Strategy

Google-Twitch-AcquisitionSearching for information online has become such a routine daily activity that the world’s biggest search engine brand has also become a commonplace verb. Anything we need to know is at our fingertips; all we have to do is Google it.

And yet some are still unconvinced by online marketing, preferring to see ink on the page rather than views online.

Personally, I believe that the tangible, tactile mediums of print advertising, hard copy direct mail and printed brochures have an important role to play in the marketing mix…but in these days of searchable and sharable content, no company in any sector can afford to overlook online marketing tactics.

It’s an imperative that has been reiterated this week by Google’s purchase of online gaming channel, Twitch, for an impressive $970 million (£585 million). As of July this year the channel has around 55 million unique monthly viewers. While this is not the target demographic for most construction-related business it does provide a reminder of a core principle of marketing: your message will reach your audiences more effectively if it is communicated where they are already looking for content.

The internet is your target customers’ first port of call for content, that’s a given. The difficult part is the science of determining where on the World Wide Web they are actually looking. This could include key search terms, online publications, portals, forums, blogs and social media…so, with a limited budget (and even the biggest budgets have their limits), how do you determine where to place your content and what that content should be?

Designing an online strategy is a complex and continuous process but here are our top three tips for success:

  1. Understand your target market and which channels they prefer; only then can you prioritise the highest value channels.
  2. Establish the type of content they will respond to and plan it, factoring in how you will deliver it and leverage maximum value by utilising individual pieces of content across multiple platforms.

Ensure that you have the tools in place to monitor and measure the success of your online content, which should involve engaging with your audiences, tracking which individual pieces of content generate the most response and understanding the demographic of that response so that you can plan further content more effectively.

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