Terrakon Blog

We often confuse strategy with tactics.

Internet strategy consulting is a worthwhile service because so many companies approach their Internet marketing strategy with no plan in place.

The reason this can be confusing is that for so many of us using Twitter is a strategy.  Using Facebook is a strategy.  Using a blog is a strategy.

In fact, these are just tools.  They are tactics that can be used to execute on a strategy.

Your Internet strategy should be comprised of:

• Business Goals
• Baseline Measurement
• Mapped out Tactics

Business Goals

The first thing we have to consider when doing Internet strategy consulting is your business goals.

Everything we do as a business should align to a greater business goal and your Internet marketing shouldn’t be any different.

Here are some example business goals mapped back to Internet strategy:

1. Use social media sites to increase website traffic to the landing pages for Brand X and Brand Y.
2. Use Pay Per Click marketing to increase sales leads for Brand X.
3. Use Search Engine Optimization to increase sales from the Brand Y landing page.

Baseline Measurement

The first goal mentioned above requires us to measure the increase in traffic on the landing pages for Brand X and Brand Y.

First, we must have a method to take the baseline measurement of the traffic on the Brand X and Brand Y landing pages.  This measurement must be taken at different intervals throughout the project (usually monthly.)

Success is determined by whether we see an increase from the baseline over time.

Mapped Out Tactics

Once we know the goals we are targeting and have taken a baseline measurement, we can enter the last part of the planning phase — mapping goals and strategy to actual tactics.

Let’s take a look at the goals and strategy from step 1 and add some real tactics to these goals and strategy.

1. Use Twitter to increase website traffic to the landing pages for Brand X and Brand Y.
2. Use Google Adwords to increase sales leads for Brand X.
3. Use link-building techniques to increase sales from the Brand Y landing page.

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