Most serious businesses chase online success to some extent! Some spend millions doing so while others attempt to achieve it at very little cost.
The online objectives of companies differ and some are even in conflict with their business aims & objectives. Knowing your business aims should inform your online objectives. What you aim to achieve through the medium of the internet should underpin your overall business strategy.
Whether marketing is the primary purpose of your online presence or maintaining and improving customer relationships, whether you are looking to improve sales and / or reduce costs the actions you take can have a significant knock-on effect on many other aspects of your business. A detailed understanding of the possible implications of your online activities is a prerequisite for success.
Launching a campaign, for example an email or social media campaign, or even better a combined email and social campaign, when you are not able to respond to the resulting requests from clients or prospects will damage the business reputation, possibly beyond repair. Getting to number 1 in the search engines and converting searchers to customers for a product or service which isn’t profitable or scalable will damage the bottom line and may even threaten business survival.
There are few things in life which are the same online as offline – but one of the few is the concept of ‘look before you leap’ or ‘be careful what you wish for’!