by roc November 2016
by roc November 2016
To create your digital strategy, first, you have to make sure you know your brand. After all, without a brand, there is no strategy to be made. So, ask yourself, why does my brand exist? What does my brand do? Does my brand have a story? What kind of message is my company trying to send to the audience? Answering these four simple questions will show you how familiar you really are with your business. A brand is a logo, an attitude, and how the company chooses to present a product, so, branding yourself is an extremely important chunk of running your company. Getting to know your brand is what opens the door for others to learn who you are. It is the first big step to getting on top of the digital world.
Typically, to have a good digital strategy, you have to be able to set and achieve business goals. Your website or mobile app should be a part of what you use to reach these goals. Goals will only be effective in your strategy if you have a clear vision of what you want to achieve, and how you plan to achieve it.
To start, you should draw a clear line between your long-term and short-term goals. Long term goals come in to play when you start making plans for further ahead or future things, whereas short term goals are hoped to be achieved soon (within the next day, week, month). For example, let’s say your goal is to increase your company’s overall sales/revenue. Doubling your revenue over the span of a year is a long term goal, but you would use short term goals, such as increasing online sales, to reach it.
Think about the most successful companies you know. Chances are, you remember things like the logo, product presentation, website, or business cards. All of these components are speaking for that specific brand. By communicating your brand to your customers, you’re setting the tone for your business. This comes into play when you’re building out your digital strategy because it determines who you’ll be communicating to – your audience.
What kind of audience are you hoping to reach? What does your audience want to see from your content? If you don’t know who is interested in what you are offering, it is hard to focus specifically with a customer you intend to attract. If your customer likes strawberry but you only have raspberry, but think everyone likes raspberry, increasing your sales will be difficult. A marketing audit can assist in understanding who your competitors are reaching out to as well as what kind of customers you might be missing. This marketing audit along with your brand’s tone and audience all play a role in designing and planning a successful digital strategy.
Research shows that over 78% of American adults use some form of social media. This means, your brand has the potential to reach that 78%, all by utilizing your social accounts. For business use, social media is a great way to do a lot with just a little bit of budget. Advertising and getting your name out there is a pretty big part of building a strong digital strategy, and it’s made easier and cheaper – if not free – with the use of apps such as Facebook, Twitter, Instagram, etc…
This doesn’t mean your company has to have an account with every social network out there. Start with one or two accounts and work your way up from there. Not sure which platform is right for your brand? No problem, check out our blog called “Top 10 Social Media Sites” to get a better understanding of the different types of social platforms.
Having a website is only a good thing when the content is valuable and relevant. Having interesting content that draws the audience in might just be the most important component of your entire digital strategy. Without decent content, your website is incomplete. The reason users visit a site is to easily gain valuable and relevant information about your company in a quick, user friendly way. If the users are unsatisfied with the information you provide, they will not hesitate to go somewhere else to get what they want.
When creating your content, stay on topic, keep it short and to the point so the reader doesn’t get lost in irrelevant information. You can communicate and explain better by adding pictures and videos to go with your message, but remember that every single piece of content you share should support your brand. The most important thing is to keep the information coming to capture the users. A good digital strategy is to continue making new/updated content to reach out to new clients, while still keeping the ones who are already loyal to your brand.
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