There is no one size fits all approach to a digital strategy. Every business is different, so it’s important to build a strategy that is relevant to your business and industry before investing time and money into your online activities.
There are core components in every digital strategy but try to focus on the aspects that will have the greatest impact for your business. Consider the following:
Overall Online Presence
If you’re not sure what constitutes your “online presence”, it’s simple: it’s how your business presents itself online. If a potential customer heard about your business and searched for you online, your online presence is what they would find.
This includes your website, social media profiles, online reviews, advertising profiles, and any information on other websites about your business.
This component should be a considerable section in your business’s digital strategy. Break it down and outline how each aspect will support your business goals. What is your website’s primary function? Do you need to plan strategies to encourage customers to leave reviews? Should you guest blog monthly on industry websites to boost your credibility? Ask questions like this to tailor your efforts.
If your business sells online, outline how this process will work. Will you have your own online store? How will your products be displayed or categorised? What shipping options will you offer? Will customers be automatically added to your mailing list or prompted to leave a review? How will you keep track of online inventory?
This is a critical component. Many small business owners new to the digital business landscape believe that simply having a website and social media presence will bring on the customers. Unfortunately this isn’t the case!
Consider how you will use digital marketing to promote your business online. Options include newsletter lists and email marketing, customer magnets, search engine optimisation (SEO), Facebook ads, guest blogs, and banner ads. The success of any of these depends on your industry and customer behaviour.
Try to make your business as accessible to all customers as possible. Different customers will want to access your business in different ways, such as viewing on a mobile device vs desktop, interacting on social media vs your website, and even making contact via a contact form vs phone call.
Consider how you will capture customer information in each situation. Will you integrate your contact form with a mailing list? Will you set up an email automation sequence? Will you install a Facebook pixel on your website so you can target Facebook ads at anyone who has visited your site (but possibly not made a purchase)? Try to accommodate for various customer preferences.
Keep it Relevant
No matter what you include on your digital strategy, remember to keep it relevant to your business. If you’re not sure how customers in your industry behave online, look at the online presence of your competition—and the level of customer engagement they receive. Make notes of what they’re doing right, and what you might be able to do better.
Other things to include in your strategy include online security, cloud computing, and online software.
If you’d like assistance with your digital strategy, book in a one-on-one mentoring appointment with Digital Solutions Mentoring, and our experts will be happy to help!