From Trends Bird Limited Here are some guidelines to consider when creating your digital strategy.
- Plan first. Think about your customer’s perspective and what they’ll be looking for on your website. Make their journey and experience as easy and positive as you can.
- Stay up to date. The internet and its associated technologies are constantly evolving. Make sure you educate yourself regularly on trends and developments, such as by subscribing to publications or attending seminars, so you can keep pace with competitors or get ahead. Also ensure that your content stays fresh and that the site is well-maintained. Online stores especially should be updated as often as necessary.
- Choose your platforms. Select the social media platforms that suit your brand and are used by your target audience. Don’t feel you have to be everywhere, especially if your customers aren’t.
- Budget appropriately. Some online activity may be free, but other areas can be very cost-heavy. Talk to your accountant to ensure you are spending efficiently and in line with your business plan.
Digital Marketing Strategy
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How to build a digital marketing strategy
Set goals and objectives
Before you decide on a digital marketing strategy, establish and document your short- and long-term goals. After you decide on your strategy, outline and document specific objectives so you’ll know if your strategy is working. Make sure your goals and objectives are SMART (specific, measurable, attainable, relevant, and timely).
Consider buyer personas
Personas should be rooted in data and research. Using your own intuition to create personas with no data behind it can lead to the wrong focus. So that means you need to speak with your customers through in-person, app, or telephone interviews and surveys.
Audit your assets
Gain a thorough understanding of what your business already has by documenting your current digital assets. Then, dive deep into each one and rank it from most-effective to least-effective. Once you do, you’ll know which assets need to be improved, and which ones need to be rebuilt from scratch.
Plan your content creation resource
To stay with the example of a content marketing campaign, once you have established what needs to be created, you’ll need to establish how that work will be executed and delivered.
Decide how to distribute your content
Most digital marketing strategies will use a blend of each of these approaches. For example, using SEO-focused blog content on owned channels such as their website, earned social shares and coverage with PR-focused content and putting budget behind paid influencer content.
Pinpoint your KPIs
Any digital marketing strategy should be measured continuously. Identify key performance indicators or KPIs, which are measurable values that gauge the effectiveness of your strategy and tactics.
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Digital strategy & planning
Get details insights and recommendations for your digital strategy, including a roadmap of how to develop your digital strategy.
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Audience & Creative Development
We’ll run a series of digital development workshops, help with audience development and resource planning, and get team buy-in through strategic internal comms.
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Implementation & Optimisation
We can help you with full implementation of a digital strategy, optimising and scaling the strategy for long-term success.
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Measurement & Evaluation
We can help you with full implementation of a digital strategy, optimising and scaling the strategy for long-term success.
An example
Digital strategy
Empower work with you to fully understand your organisation, your processes, and your unique digital challenges.
As a digital agency specialising in charities and nonprofits, we develop digital strategies that focus on all aspects of your organisation.
Along with our professional client servicing, that’s what makes Empower Agency a leading digital strategy agency.