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I need you to write some [login to view URL] an offline company’s first steps into online marketing can be challenging for even the most experienced project [login to view URL] I keep meeting hardworking but inexperienced small business employees who’ve found themselves suddenly thrust into the world of online marketing, usually after heading up the company's offline [login to view URL] only do they suddenly have a lot to learn about the technical and PR challenges of the online sphere, they also have to project manage the creation of a whole new set of campaigns and commercial [login to view URL] you’re one of these people, here are some vital tips. Manage expectations There’s a prevalent belief that a small amount of investment in online marketing will result in instantaneous [login to view URL] your boss has received one too many spam emails offering the chance to reach the top of the search engine results pages within 10 [login to view URL] the company has an unworkable idea of the budget required to launch a successful online marketing campaign and expects unrealistic bang for its buck, or perhaps you’re the only employee with vision enough to call for a greater online presence – so you’ve hammed up the potential benefits to your co-workers and even to [login to view URL] the case, your first steps should be to work out some realistic goals and [login to view URL] make sure you communicate those to the rest of the company. Otherwise any later successes could be misinterpreted as mediocre results. Secure realistic resources If spending depends on people who don’t understand the online channel, securing a decent budget can be a [login to view URL] there’s no point starting a project if you aren’t confident that you’ll have the funds in place to finish it. Don’t rely on early outcomes impressing your boss – online marketing like organic SEO can be very slow-burning but requires plenty of initial [login to view URL], when you’re drawing up your goals and deadlines, make sure you’ve costed them fully in advance and present thebusiness case for [login to view URL]’t embark on a project with an unspecified budget; doing so robs you of any control. Determine your project’s lifecycle Setting up your company’s online marketing presents a very different set of challenges to managing and improving ongoing campaigns. Treat these phases as very [login to view URL] so by setting a deadline for having all your initial tactics in place, whether they are pay-per-click advertising, the beginnings of an organic search strategy, a regular email marketing campaign, or [login to view URL] only will this keep you focused and prevent you drifting from your initial goals, it also draws a line underneath the early days of your [login to view URL] it can be tempting to blame any failures on the newness of the work until your expectations are gradually lowered. Have a risk management strategy in place Some online promotional work, such as social media marketing, presents an element of risk. Be confident that you understand the risks involved, have allowed for them and have a coping strategy should the worst [login to view URL] example, a negative Twitter stormcan cost a company its reputation, so ensure there is guidance in place for anyone able to make corporate tweets and plan how you will respond to negative customers in advance. Don’t assume the biggest agency is best Chances are you’ll be bringing in some agency help, especially for the more technical aspects of SEO if there’s no in-house [login to view URL] the right agency is vital – and I don’t just mean finding the most experience for the best [login to view URL] need to find a company that you can work with effectively. Sometimes, a big agency might not be the right fit for your small business as you’ll only be a minor customer to [login to view URL]’t just consider the presentations these companies make when pitching, think about which individuals you’d prefer to work with.