Digital strategy
Plenty of organisations jump on every digital opportunity, without a plan. That tends to get stuck, because the bigger picture is missing: a well-considered, effective digital strategy. From goals and customers to action, so that 1 + 1 = 3.
What is a digital strategy?
A digital strategy is the well-considered choice of how you invest in digital channels: which tools suit your organisation, and are you sure your target audience is waiting for them? Not stand-alone tools, but goals, customer knowledge and tools that together deliver more than the sum of their parts.
What do you want to achieve?
Start with what your organisation wants to achieve in the medium term. Formulate a BHAG, a Big Hairy Audacious Goal: an ambitious, almost unrealistic vision of the future that gives direction.
- Commercial objectives
- Your role in the world
- Marketing goals: awareness, loyalty, connection
Know your customer inside out
Personas form the foundation of your strategy. Build them carefully with your own data and Google Analytics. Then map out your offering and the customer journey, and look for the synergy between goals, customer needs and tools.
- Personas: demographics and interests
- Offering: what's there, and does it fit?
- Customer journey and channels (SEO/SEA, social, content, email, apps, chatbots)
Link strategy to your goals
Return to your goals and determine concretely what's needed to reach them. An example: an app that lets customers track their order. That's how strategy becomes action rather than paper.
- Concrete tools per goal
- Priority and planning
- Measuring and adjusting
Spar with Nick.
Curious which digital strategy suits your organisation? We're happy to think along with you.