For a successful online marketing strategy, craft a plan that you will want to follow over the long haul.

“A digital marketing strategy is a bit like an exercise program,” says Russell Vance, digital director with Wickware Communications Inc. in Toronto. “The best plan is the one you will enjoy and stick to over the long term.”

Yesterday’s BYB article outlined how to start crafting your online marketing strategy. Follow these tips to keep your plan manageable and on target:

> Choose the right channel
Be selective about the online channels you use, to help keep your online marketing strategy under control.

Whether it’s an e-newsletter, LinkedIn, a blog or Twitter, Vance says, choose channels that your target market participates in. For example, if most of your clients and prospects are adamant LinkedIn users and blog readers, focus on those channels.

There’s no limit to the number of channels you can use as part of your strategy, Vance says. It’s all a matter of what works to reach your market, and what you can do consistently.

> Manage content
It’s important to actively manage the content for your online strategy, Vance says.

Whether you are producing material yourself or outsourcing it to a third party, you need to ensure the content is new and relevant to your audience.

As well, don’t forget to cross-reference the material through various online channels. For example, if you write a blog post, “Tweet” about it on Twitter or post a link to it on LinkedIn.

> Be consistent
A successful online marketing strategy requires consistency, commitment and patience.

It’s not unusual, Vance says, for an online marketing strategy to take up to two years to show results.

To remain consistent, for example, produce a quarterly e-newsletter, a weekly blog post or a daily Tweet. And stick to your schedule.

> Stay relevant
To help keep your content relevant and useful for your audience, Vance says, encourage clients and prospects to engage with you through the online channels.

So, if you have a blog, make sure the “comments” section is activated. Feedback from readers will help you determine whether they find the information helpful.