You are a small or medium entrepreneur and you are looking to get in touch with exciting and new customers through the Internet. A digital strategy can be a key differentiator between those who thrive and those who survive in today’s marketing landscape. ‘Digital channels and engagement through digital channels are now not only an expected part of audience experience when connecting with a brand, they are often at the core of an audience member’s engagement with a brand’’. Here are steps to developing your digital strategy and useful digital tools to support it.
4 steps to developing your digital strategy
- Planning
Before anything you must analyse and identify the focus of the strategy. In order to do so you need to identify where you are (current position), where you want to get (expected returns) and how do we get there, by looking at the background of the brand. Furthermore you must determine your audience, the different segments targeted, and the audience location then compare the value of each segment to the current position. And of course budget.
- Creation
The creation stage focuses on campaign formulation. Based on step one you can then design and build campaign channels (mobile, social media, email, website, etc.), create KPIs per channels, plan and establish realisation routes, communication flows and expectations.
- Actualisation
Once you have established the aim of the campaign and planned it, you can focus on the delivery of the campaign. This includes actually engaging with your audience though the various channels, optimising the campaign message and sampling progress for the evaluation.
- Evaluation
This final step is vital to determine the success of your campaign and learn from it to build stronger future campaign. Evaluate KPIs and fiscal achievement; score the strategy and benefits that the campaign has brought.
Check out the next post for useful tools for your digital strategy.
Msc IS Adelaide Hirwe 