All successful online marketing campaigns begin with a carefully constructed, comprehensive long-term plan. Whether you end goal is a custom Web site, social media marketing plan, or the development of a new brand identity, the strategy must be supported by a solid foundation of research and planning.

To help my clients understand their online presence & discover opportunities for improvement, I recommend that they engage in our strategic planning process. The goals of this process are to accurately define the scope of their initiative, and to develop a multi-dimensional strategic plan for their future in the online realm.

To begin this process, Lauren and her team will conduct an in-depth evaluation of your current online presence, looking not only at the social media realm, but also your current online marketing strategy. The assessment includes an analysis of:

• Your current web footprint and social media use
• Non-web environment, print media, company-planning documents
• Keyword research, identification of online target communities
• Competitors’ social media presence, potential niche development and trends

Once the assessment is complete, our team will then review our findings with you, explaining what you are doing right, what you are doing wrong, and where you need improvement.  We will also develop a detailed implementation plan for your online marketing strategy, breaking down your initiative into concise, manageable phases for implementation.  Our recommendations could include the following:

• Web site design and maintenance
• Creation of a blog (if you do not currently have one)
• Blog design and maintenance
• Incorporation of social media specific technologies

Upon approval of the strategic recommendations, our team will then begin implementing your chosen online marketing strategy, building in key metrics for measuring success and tracking information.

Once your strategy is fully implemented, our team will continue to work with you to monitor your success by measuring and evaluating the following:

• Conversations occurring around the web
• Niche-specific news, articles, press releases
• Community development around brand and social media environments
• Traffic, trends and market demographics
• Visibility and brand reputation
• Keyword use and search results
• Competitor ranking and interactions

Our constant assessment and evaluation of the interactive environment allows us to adjust your campaign strategy as needed, in real time. This flexibility is a hallmark of Lauren’s services and is one of the primary differences between online marketing and traditional marketing efforts.