Creating a Digital Strategy

Creating a Digital Strategy


Creating a Digital Strategy

10.09.2013


Developing and maintaining a solid business strategy is crucial for the growth of any business, but today it is as much a necessity to create a digital strategy. A digital strategy provides measurable direction on its specific business, brand and marketing objectives. It should all aspects of website, email and mobile marketing, social media and other parts of the web.

Make Decisions Quickly

Digital strategies must be constantly revised and reworked in order to keep up with the unpredictability of the web. Digital strategies should be more user-focused, and you must begin be analysing several key factors: the reach of your company or brand, its influence, how it is perceived, how viral it is, and also how well it is received on the whole.

Use Storytelling

When formulating a digital strategy one of the best ways to deliver a powerful message about your brand is to use the storytelling method. Discover what your story can tell your target audience, what emotions you can evoke, and why people should care about your brand. Narratives work extremely well on social media channels and drive customer interaction and feedback.

Prioritise

The next important point in creating a digital strategy is setting down the company’s priorities, especially the ones concerning business objectives and target audiences. Employers and team members should know which tasks are the most urgent ones and thus will be able to work more efficiently.

Create a Roadmap

A roadmap for a digital strategy can never be as extensive and complex as a business strategy; the digital environment simply changes too fast. Create approximate timelines instead of steadfast goals, and set short-term goals that can easily be refined.

Work Within a Budget

It is easier to think about digital projects like about a program of on-going development with an annual regular budget that allows you to focus on the main strategies, with perhaps room for expansion in the future.

What should digital strategy include?

Of course, the digital strategy always varies depending on type of company but the main aspect of digital strategies include:

  • A website – The company must determine website design, development and content, and should determine who will be responsible for updating and maintaining the website. A strategy should include a regular method of updating for consistency.
  • Newsletters – Email marketing is crucial to expanding a target audience and creating new leads. Determine how often email newsletters should be sent, what their content will be, and whether they will be sent to specific contacts or groups, depending on their content.
  • Digital marketing – This includes SEO strategies, affiliate programs, Pay-Per-Click or banner advertising, micro sites, pop-up windows etc.
  • Social Media – The person is charge of a website’s newsletter and website should ideally also be in charge of the social media side. A consistent and methodical approach by one or limited persons helps to keep the brand focused, and allows the brand to adopt a clearer vision if everyone involved is working within the same lines.
  • Mobile – Does a company have a sufficient number of users who would be browsing on mobile devices? Does the cost of building and maintaining a mobile website amount to more than the revenue it could create?


Measure and Evaluate

Developing a sound digital strategy is useless if you do not have the means to monitor its successes and failures. The ultimate goals of these strategies are to create a feedback loop, allowing you to continually alter strategies based upon this feedback. Use analytics, insights and create performance reports to determine what works and what does not. Only continual evaluation of a digital strategy will ensure its success, and will allow all persons involved to deliver faster and more effective results in the future.

 

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