Looking for an example of a digital strategy that works? It helps to understand what goes into making one – that way you can make one that aligns your online activities with your business goals. Follow the three factors: environment, goals, and tools.
Who are your rivals? And what is their presence in the digital space? Are they on Instagram? Is their website any good? Observe them closely and make sure that if they are building any apps, acquiring start-up tech or leveraging new software, you’re the first to know about it.
It’s important to note here is that you don’t need to do what they’re doing. But you do need to focus on how to be more appealing than they are, using digital tools.
Another part of this environment are your consumers. Again, it’s observation and scrutiny that will lead you forwards here. Analytics and testing are your best friends here! Get as much detail about demographics as you can– and then research what it is those demographics respond to. Test images, copy, button colours, email subject lines. And act on your findings. Remember we told you that you need to be agile? That’s very much the key to success with your audience, regardless of who they are.
Once you understand your environment, you can navigate through it. So, a clear plan complete with objectives. You need to have goals and objectives- you need a framework. Some examples of quality digital strategy goals are:
- Increase form completions on your website from ten per month to fifty per month over the space of six months
- Increase Facebook likes on your company’s page from 200 to 2000 by December
- Sell $30 000 of product from your online store over the next two months
- Lower your AdWords costs from $15 per click to $5 per click in the next month
You might notice something about these goals– they’re all specific. And they’re all time-sensitive. A lofty goal is a recipe for failure. A good digital strategy plans for the long, medium, and short term– in great detail. The more detail in the goals, the better you can see your path towards them. In reality, you should sit down and set goals at least every 6 months. Preferably every 3 months. This is because new technologies and trends are constantly emerging, and your business environment is always changing. It’s also important to do this for the sake of your goals themselves– review the success or otherwise. You’ll get important learnings about strategy from this review! So, always be evaluating what’s working, what’s not so you can see what you need to do to improve your performance.
Now it’s time to consider the tools you’ll use to get there. This is informed by your environment and your goals. For example, if you wanted to achieve the first goal from above….
“Increase order form completions on your website from ten per month to fifty per month over the space of six months.”
You might have this strategy fleshed out in your digital strategy…
MONTH 1- Perform conversion-rate optimisation on the site– improve position of forms and add extra ones. Set up retargeting ads to the pages with forms, so that visiting consumers are followed around the internet by the reminder of your product.
MONTH 2- Start driving traffic to the site via paid search advertisements on Google AdWords. Budget $50 per day. Monitor and refine campaign at least once every week. ….
MONTH 3- Write a recipe book that uses your product, and start promoting it through Facebook and Instagram. Budget of $30 per day for Facebook boosted posts. Post once daily about a specific recipe from the book on Instagram….
You get the picture. Keep it specific. Work with your timeframe and budget. Your environment, your goals, your tools: they should all work together to grow your business. Whatever you want, there is a way forward with a digital strategy.