The online strategy is part of our marketing strategy as a whole, but summarizes everything regarding the online media. Every key point of our marketing strategy must be taking into account when developing our online one (target market profile, main values of our product/services, brand positioning, main sale and distribution channels, options for communication and promotion, etc.

We should decide if we are working just Inbound Marketing or we are also doing Outbound Mkt; make a draft with all the possible actors in online and offline media, decide how they should interact in order to multiply the visibility and visits -making and schema of the funnel-, make a list of keyword phrases, think about main contents and frequency… among many aspects, in order to develop the Online Strategy.

Then the Online Media Planning will show exactly which media we are using, how are we going to work each one (main contents, frequency, tagging and keyword phrases to use, etc.) and who is going to do every task.

Introducing the Online Strategy and Plan to different audiences

The board of directors and some managers will need a brief, very visual, schematic and focusing in results presentation, with some data about resources needed and estimated budget. You could use Power Point or a similar tool. Remember the infographics are key here.

Perhaps other people is going to implement your Online Plan or at least part of it (someone in the marketing department, freelancers or agencies); so we need to present the Strategy and Planning with different degree of detail and specific information in each case. i.e the person who will improve the website will need the desired structure, main contents for the home, list of keyword phrases, etc
The person working the blog contents and social media will need information about frequency for each media, main contents to cover, list of keyword phrases, schema of media interaction, etc.