1. Understand your prospective customer: who they are, why they buy, when and so on – do they buy on-line or use the Internet to research product information – are the using social media and if so which tools?
2. Your company – what resources are in place or will be made available. Also consider existing web presence, company culture, mission, goals and policies.
3. Competition – check out what your competition is doing on line, track blog and RSS feeds that mention them as well as comments on their products or service from users. Also consider the actions of similar companies operating in different jurisdictions.
4. The market – is your market place experiencing and up turn / down turn or is it in a state of flux? These will all impact the approach you take.
5. Integration with your overall marketing and advertising strategy is imperative. Each must complement and support the other by conveying the same brand image and messages.
6. If you don’t have web savvy resources in house then don’t worry – get guidance from people who do this (like us :o).
7. Positioning – find out where you stand in the web rankings in comparison to others in your field.
8. Traffic – who visits your site right now, how often and how long do they stay.
9. Pricing – if your offering is considered “prestige” then your web strategy will be different than if your its aimed at the masses.
10. Consider all tools at your disposal to promote your web presence and don’t forget to consider newer technologies such as wikis, social networks and microblogs for effective online marketing.