ONE: Be clear on your overall marketing objectives.
Before investing time and energy in an online initiative, make a whole-hearted commitment. A sporadic effort will be a waste of money, and inconsistent marketing messages will end up confusing clients and prospects. Start slowly and take advantage of your ability to measure your online efforts
TWO: Integrate your online effort with traditional marketing
Successful marketing is about simultaneously coordinating multiple marketing methods so they act in synergy. Your web site and online marketing must support and complement your traditional marketing efforts. The whole really is greater than the sum of the parts!
THREE: Don't reinvent the wheel
Internet technology is complex and always changing, therefore it is critical to have partners with the right expertise and technology tools. That said, choose your partners carefully. Ask to view previous work and get references before handing over your web files.