Chapter Two

Your online marketing plan

Your online marketing plan

You know that management-speak mantra ‘fail to plan and plan to fail’? Well, there is some truth in it. If you don’t spend a bit of time planning your online marketing, you may not fail, but you will probably waste valuable time that you could have spent doing something more useful. You risk investing time and resources in, say, creating a bespoke Facebook page, only to discover that Facebook isn’t really a useful tool for your business.

The other common pitfall with online marketing planning is starting with the tools rather than the people you are trying to reach with them. Social media tools are not, in themselves, the connection with your customers: they are simply tools ...

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