One of the key successes in any Internet marketing strategy is to align the online with the offline strategy in order that the two be mutually supportive. If customers receive two different messages, then both messages are diluted. Consistency is the key.

The ultimate aim of a marketing plan is to build the largest potential audience for your site. The following is an overview of the elements incorporated into an esus marketing plan. These marketing initiatives would all lead towards the ultimate promotion of the customer's website.

Existing Marketing Material
Add URL to: Stationary, Business Cards, Invoices, Receipts, Packaging, Faxes, Brochures, Fleet Vans, Adverts and Directories.

E-mail
Use email to inform existing customers of your URL by adding it to your "Signature Line" / "Autosignature". Respond quickly to on line enquiries.

Search Engines
Register and optmise the site with search engines. Determine keywords, think laterally, talk to staff and customers, check industry competitors, submit content & wording carefully as it influences categorisation and ranking. Test, verify status and review often.

Site Statistics
These allow you to monitor how your site is reaching your target audience and if they are using the site as you intended? esus provide tools to allow you to measure a number of vital statistics including number of hits, entry and exist pages and time spent on the site. Ultimately, these allow you to modify your site and its message based on shown trends.

Communities & Reciprocal Links
Look at links that will help increase your site's visibility i.e. Group & Discussion Forums, Associations Links and Reciprocal Links or Co-Branding.

On Line Advertising
Banner Ads are targeted and deliver clickable detailed information. Pay per click campaigns can deliver a message to a customer's target audience in a cost effective manner.

Alerts & Ezines
Ezines are a low cost and powerful way of reaching your customers. Your mailing list for these can be built up from a "subscribe link" on your website. Information should be relevant, of good quality and add value to the reader. They should be sent at regular intervals and include an "unsubscribe" option.

Online Promotion
You can use your website to publicise offers only available on the site. This will help to push traffic towards the site. This could come in the form of a customer having to print off a voucher directly from the site in order to avail of a special offer.

Offline Promotion
It is important that there is consistency between your online & offline brands and marketing campaigns. Word of mouth and referrals can be powerful offline marketing aids as can press releases (where a newsworthy angle exists).

Building Trust
As the web can often be a faceless medium, it is important to build trust among your audience. Ways in which you can achieve this include: Publishing a physical address, including phone numbers, adding photographs of stores /premises, outlining a history / biography, adding testimonials and case studies, showing membership of respected trade bodies and emphasising customer friendly polices on your site (i.e. Privacy, Service, Returns and Delivery).

Keeping Up to Date
Often overlooked but vital in the marketing of the site is keeping it up to date. The site should be reviewed often in light of feedback, reports, corporate strategy and competitor strategy. Both the content and appearance should always be kept current.