Digital Marketing Strategy Checklist

Beyond the Website: Engaging the Social Web

In the late 1990s, a web strategy was simple: define your branded presence via a website and perhaps a few online applications. Today, the landscape has shifted. With the vital roles of Search and Social Media, your brand must now deliver impact across the broader “Social Web.” This requires a sophisticated strategy for inbound marketing and lead capture. Before you embark on your next digital project, you must connect the dots between business, marketing, technology, and operations.

The Eight Pillars of an Integrated Internet Strategy

At Revenue Architects, we believe an effective internet strategy starts with asking the right questions. Use this framework to ensure your digital ambition matches your business reality:

1. Market, Audience, and Sales Model

You cannot build a digital presence without a defined revenue generation strategy. Who is your customer? What are their intents and values? Most importantly, what is your closed-loop marketing model and funnel process? You must understand the customer life cycle before you can automate it.

2. Functionality and Services

What capabilities is your audience seeking? Beyond basic site requirements, are you considering interactive platforms like Blogs, Forums, or Q&A rooms to enhance outreach? In 2009, we must also begin addressing the emerging role of mobile devices and social media integration.

3. Branding and Design

Does your online identity map to your business strategy? We look for a “brand architecture” that achieves completeness, transparency, and dialogue with the user. Your look and feel should approximate the desired audience experience across all digital outposts.

4. Content and Information Architecture (IA)

How is your content organized for usability? We are moving into an era of tagging models and taxonomy. You need a clear site map and wireframe model to ensure the navigation scheme supports the way users actually consume media today.

5. Marketing and Promotion

Building it is not enough. What is your SEO/SEM requirement? Are there viral or velocity marketing opportunities? You need a plan to engage the social web and online influencers to drive traffic back to your core assets.

6. Technical Architecture Design

Select a technology foundation that handles your functional blueprint. Do you need listening platforms to gauge sentiment on the broader web? Ensure your hosting and CMS (Content Management System) can handle the expected user volumes and data management needs.

7. Operating Model

This is often the missing link. Who will manage the site daily? Do you have the staffing skills for content and service? You must understand the impact on your existing organization to ensure your digital assets stay relevant and up-to-date.

8. Implementation Plan

Every strategy needs a Project Charter and a solid Business Case. Is there a compelling event driving your timeline, and does your budget match your ambition? Identify your risks and constraints early to ensure a successful roll-out.

Contribute to the Discussion

As we navigate this new era of “Inbound Marketing,” what have you found to be the critical success factors for your internet strategy? We invite you to add to this list and join the conversation on how to build a better revenue machine.

Need help connecting the dots? Contact Revenue Architects for a consultation on your digital roadmap.