Internet has become a powerful channel for any organization, there are a wide variety of channels available with which we can place our company in an online environment. However, to achieve this goal it is necessary to have a powerful digital strategy.
This implies an right planning methood with concrete actions, mainly focused on the fulfillment of established goals.
Therefore, it is essential that the online strategy is designed wisely and involves the main actors of the organization.
In the following post we will talk about what is a digital strategy and how you can create your own.
What is a digital strategy?
When we talk about digital strategy, we refer to the set of actions designed in an online environment, aimed at meeting previously established objectives.
It is a planning that will determine the success of our online presence. It applies to large companies, entrepreneurs, content creators and anyone who seeks to have a relevant presence on the Internet.
The digital strategy is established to reach customers through search engines, social networks, website, email, among other channels.
It is important to mention some key points of a digital strategy:
- It is the starting point for all the company’s communication.
- It establishes the general objectives of communication.
- It identifies the most suitable channels to position our brand.
- It is the guide with which we can establish the return we expect to receive from your investment in the digital environment.
How to create a digital strategy?
To create an effective digital marketing strategy, it is necessary to follow a series of steps that will make us succeed. Let’s see what they are:
1. Internal analysis
A key point, considering that it is necessary to know the current situation of our company, so we will be able to evaluate and identify the current companies’ situation.
As well as what kind of actions we could carry out to make an optimization of the digital presence. Some of the points we should analyze are the following:
How optimized is it? Does it have a heat map? Does it respond to the needs of our consumers? Does it offer the right information to achieve the conversion we are looking for? Does it have an adaptative web design?
What page are customers arriving to when they click on an ad? Does it have leak points? Do we have Facebook and Google pixels installed? In what areas of the page do visitors focus their attention?
What words are we ranking the search engines? Are those words the right ones? What level of competition am I getting? Do I have a backlink strategy? What is our current position in the search engines?
Do we have one? how up-to-date is it? does it respond to the search needs of your customers? and is it aligned with an editorial schedule?
In which social networks does the company have a presence? How often is content published? How many interactions do we have? What is the best format to publish in the company’s networks?
What are the metrics of the advertising we have done on social networks? What level of success have we obtained?
Are we collecting data with Facebook and Google pixels, and are we taking advantage of these databases?
At what stage are we losing the sales?
Once all these aspects have been analyzed, a plan should be established to improve them, so that our target audience can have relevant information on each of them.
2. External analysis
Before creating a digital strategy, it is essential to analyze the competition in order to get a clear picture of how the market is moving.
We should make an analysis of the following points:
- Direct competitors in the sector?
- What are the social networks where they have a presence?
- How many followers on each, what kind of content do they post, how often do they post?
- What other channels do they use to attract more traffic?
- What is the average number of monthly visits to their website?
- How much budget do they invest in digital advertising?
- What are their ads look like?
- How many years of experience do they have?
- How does our company differentiate itself from them?
We should keep in mind that our target audience is also interested in other types of brands. We can make an analysis of the communications made by these companies, to identify points in common and thus improve our communications with elements that have served them to connect with our potential customers.
3. Definition of objectives
We should define the objectives we seek to achieve within a specific time frame. The planning for a digital strategy is from 6 to 12 months at the most.
These are fundamental to determine the direction of the actions and strategies that we are going to implement. Some of the objectives that can be set are the following:
- Recognition: These are usually objectives that aim to build or improve the image of the brand on the Internet and have greater remembrance in our customers. It is the starting point for any type of strategy, since our public must know us in order to buy from us.
- Online positioning: As we saw earlier, content is essential for any brand, if we seek recognition, it is essential that we appear in the top positions of Google, so we will be a reference in the sector.
- Conversion: When we create a digital strategy, we have a specific purpose and that is the conversion of interested users to secure customers, in short: to get new customers.
- Customer loyalty: One of the main objectives for any brand, which is to keep loyal customers who have believed in the brand, not only to continue consuming but to attract other potential consumers.
4. Budget definition
Every digital strategy is conditioned by a budget, which we must have defined because it will determine the success of the campaign we are going to launch.
Although Internet offers much more cheap alternatives in relation to the investment we must make in traditional advertising, it is still a key point to consider.
All this is based on the type of actions we are going to perform, whether we want to invest in a website, blog, SEO positioning, make guidelines in social networks or search engines, hire writers to create optimized articles, make an audiovisual campaign to promote a service or product, hire influencers to talk about your brand, among many others.
5. Contact points
It is important that we identify the points where we are going to establish contact with our potential customers. To do this, we must know their demographic profile, tastes, interests and habits. Once we know this, we will be able to decide on which platforms to place our content and/or ads and which keywords to use in them.
6. Analysis and measurement
One of the great advantages of implementing a digital strategy is that we can get results in real time, so we can make accurate analysis and measurements that will help us to know if the campaign was as successful as expected.
This last step helps us to have a clear picture of what future actions we should take and what corrections we should make.
That is why it is essential to have the greatest rigor in the analysis and measurement of all the data obtained, so we can be clear about the actions we should modify and those that we could maintain and improve in order to have the best results.
A digital strategy is the guide that any company, entrepreneur or content creator must design to obtain the expected results and make use of the right tools to reach a target audience.
It is essential that we follow each of the established steps, which consist of internal analysis, external analysis, establish the objectives to be achieved, define the required budget and finally make the analysis and measurement of results.