Editor’s Note: This is a guest post by Cam Lay, Director of Marketing for Yodle, a leading provider of local online advertising.
Before you can establish an online advertising plan for your local business, you need a few key marketing basics in place. After you have that, you’ll know that you know what you need to know (follow that?), and your plan will be grounded firmly in reality and primed for success. Although most of these basics hold true for traditional media advertising, the beauty of online advertising is that you can test it quickly and affordably —and make adjustments to your mix or your message in almost real time. Here are the six building-block tasks that any serious marketer has to tackle: