Step 1: Understanding the Position:
Objective: To understand the objective/vision of the organization, current brand and web positioning, audience and desired positioning as a result of our web marketing. For example :

• What’s the current and desired position of the business/brand online?
• Do they have a web 2.0 compliant website? If yes, are the web pages search engine optimized? (If not or has no web presence at all, then we first explore the need and possibility of building an effective website)
• Can an effective web presence play strong role in the business?
• Who is the audience (clients/prospects/partners etc.)?
• Currently how is the audience taking advantage of the web presence, if at all?

Step 2: Analyzing the possibilities:
Objective: To get deep insight into the web marketing trends in the industry and understand possible challenges by doing online research. For example :

• Is the audience web savvy and depends a great deal on information found online?
• What kind of promotion activities may boost the business web positioning?
• How much information is good to share online to get noticed?
• What are best online social hubs to connect with the business target audience and are they generic / specific to the clients industry?
• What are some specific trends or recent activities in the client’s industry?
• Identify / know the key competition. What are the competitors doing right or wrong on their website and on social websites?

Step 3: Finalizing the web marketing and positioning plan:
Objective: To finalize course of action one time and routinely there after, keeping in mind their vision for the business, desired positioning and unique user experience. For example :

• What are the right social hubs to promote the business?
• What should be the frequency of activities?
• What are the parameters to measure the effectiveness of activities?

Step 4: Collaborating the content and coordinating the activities:
Objective: To identify what promotional components are appropriate to use to build and enhance the positioning online. For example :

• What is the right mix of components (videos/ audios/ presentations/ blog/ forum etc.) and online social hubs to achieve the desired positioning?
• Which of these components do we have already available?
• What are the components we need to create/build?
• How will the social networking activities be coordinated between Echo and
  client?

Step 5: Finalize the strategy, get started, and manage ongoing activities:
Objective: To plan a calendar of activities for a defined period and implement one time activities, followed by routine measures :-

One time activities

• Signing up on chosen online social hubs, populating each account with profile, picture/logo, contact information, interests and other vital info.
• Setting up blog, implementing Google Analytics for the webpage to measure traffic.

Ongoing Activities

• Adding friends/contacts, joining groups, promoting products/services, posting blogs, uploading promotional Videos /Audios/Presentations/ Images on social networking sites in order to expose the products /services to a target audience.

Step 6: Measure the impact:
Objective To measure the actual impact of the web marketing activities and reorganize the activities periodically to achieve maximum results. This is an ongoing process :-

• Sharing tracker of activities with you online.
• Tracking GA report to monitor traffic on the site, page ranking etc.
• Analyze the impact of activities on each social platform
• Modify activities, frequencies, promotions, components/content periodically depending on results achieved.