A while ago I talked with a potential client. It was an educational company with a sizeble marketing department. They were already actively trying things out with online marketing, but it wasn’t clicking yet.

I realised that this happens a lot.

You might have the same problem.

You are using Twitter and LinkedIn. You have a blog. You post messages on there. You have no clue who read it. Sometimes people react. Now what?

How did you decide on those channels?

My first questions when I hear these kind of stories is: “How did you decide on those channels?” “What are you writing?” “What do you want them to do?”

Deciding that a lot of people are on Twitter so you should be too isn’t a strategy. If there are a lot of people there, but not your kind of people it still isn’t working. If you are not sharing things that your kind of people will like, it isn’t working. If you are not using those kind of words that they are searching for, it isn’t working.

That is why you need a plan.

Your online plan will help build the business you want

You need to know who you want to reach, or as Derek Halpern says it ‘Before you build an audience, you must decide who you want sitting in the chairs.

You need to know what you want to talk about with them.

You need to know what you want them to do after each and everyone of your communications. That might be reacting, or subscribing to a newsletter or checking out an e-course. But you need to know why you are doing what you are doing.

How to write a plan

There are many ways to make a plan. I make plans that have the depth you need for a great strategy while not being more than ten pages long. I hate long difficult plans that noone understands and can use.

In the coming month I am going to help you write a plan like that as well. We will talk about the chapters in a great strategy, how to decide on your audience and what content you have. We will talk about the time you have+ ’cause yes, that matters too, and we will decide the best channels for you.

Interested? Keep checking the blog next month. Or sign up for the newsletter (EN/ NL) to get your blogs automatically together with some information I send just to my newsletter subscribers.

Let’s write an online marketing plan for that business you love!