These checklists will help you succeed online

Strategic planning:

  • Determine your online target audience
  • Determine what your objectives are (brand awareness, increase sales, customer service and how you will measure success)
  • Determine what stage(s) of the six stage Sales and Marketing cycle you are addressing
  • Understand how your usage of online tools ‘fits’ with your offline activities
  • Determine what online and offline tools you will use for each selected stage
  • Determine the ROI for your spend (online and offline) at each stage
  • Review and refresh. Good exporter websites establish credibility, facilitate use, encourage revisits

Does the website:

  • show organisation details adequately
  • use case-studies/testimonials to build credibility
  • support other sales channels i.e. distributor network
  • provide current and frequently updated information
  • provide information in different languages – should it
  • provide an email newsletter function
  • encourage the user to provide email address for follow up
  • have a site-map
  • have a privacy policy
  • have a security policy
  • provide free information, i.e. downloads to encourage revisits?

Search engine marketing

  • Register your domain name
  • Define and verify keywords for your website
  • Develop individual pages of content to match each keyword phrase
  • Use keywords in Title, Description and Keyword meta-data tags on each page
  • Use keywords in body text on page – especially Heading 1 and paragraphs
  • Use keywords in the published URL
  • Provide search engine access to dynamically generated content from databases and other sources
  • Register your website on major search engine directories in your target market (e.g. Yahoo Korea)
  • Develop good quality links from other related sites in your industry, and internally on your site.

Writing meta-tags

  • All meta-tags should be unique and apply to each specific page.
  • To view a web page’s meta-data – click View and then Source
  • HEADING TAG – Place these tags at the top of your pages
  • TITLE TAG – Use 5-10 words to write a keyword rich title that is relevant to the page
  • DESCRIPTION TAG – Use 15-20 words. Start with strategic keywords. It is normally used as the site description in search results
  • KEYWORDS TAG – List strategic keyword phrases (up to 774 characters) that are relevant to the specific page
  • ALT TAG – Contains the text that appears when you mouse-over an image known as Alt text. Use keywords to describe the image. (you can also use Alt text for hyperlinks).

Email marketing campaign

  • Identify the target group for the campaign
  • Ensure the email list is clean – i.e. does it comply with the Spam Act 2003 guidelines including privacy, opt-in, and unsubscribe?

If unsure visit

  • Prepare the copy for the email (the offer, the call to action etc)
  • Use an email management facility that enables you to track the responses to the email (how many opened, clicked-through, failed to reach destination etc)
  • Measure the success of the campaign (e.g. number of respondents who responded to the various ‘calls to action’)
  • Remember email is a PROCESS that is part of the wider business strategy, not a ‘one off’ activity.

Pay Per Click (PPC) advertising

  • Choose the PPC service you wish to utilise (Google and Yahoo have widest cover but refer list)
  • Develop wording (copy) to appear in the advertisement
  • Identify keywords associated with the advertisement
  • Prepare copy on the website to include a ‘call to action’
  • Allocate budget for advertising using PPC
  • Undertake website measures/website conversions before you initiate the campaign
  • Gain regular reports – monitor the effectiveness of keywords – change as required
  • Review the effectiveness of the campaign – compare before and after measures.

PPC services

  • LookSmart > Kanoodle > Yahoo > Google

If you have any questions, comments, or suggestions please contact