Digital Strategy in 4 steps
What is a digital strategy?
The development of the strategy first requires the creation of a common repository of the different actions: a global and coherent vision of the Internet which would link the various trades and actors and which would allow a perspective of all the channels .
The implementation of a digital strategy is based on the same principles as any communication plan. It is necessary to define the objectives, the targets, the positioning and finally the supports.
Step 1: Define your goal
The objectives are to be defined at first. They will determine the implementation of the strategy. A digital strategy can have various objectives. It can be question:
-to engage the brand on the internet,
–increase your visibility to become known,
–increase the traffic on a website to have new customers,
–promote a new product,
–increase the conversion rate of an e-commerce site,
–a change of image, a change of behavior of your prospects or customers, or simply informative …
In any case, the objective must be clear and precise. In general, the objectives are to set up content or services that encourage companies to contact you directly rather than contacting them yourself (inbound marketing).
Step 2: Identify your target
It is necessary to identify the target, the people to whom one wishes to address. Then you must proceed to segmentation. It allows you to choose the most appropriate message and support for each customer class to best achieve your goals. This will allow us to determine the message we will have to transmit, and again the channel or medium that we will use. Again, the segmentation of the targets makes it possible to categorize the customers / buyers / consumers in classes according to their behavior: mode of purchase, motivations, services sought …
For example, if you want to sell local products you can target, among other things, two categories of buyers: those who are looking for good products (the Epicureans) or lovers of local products (Locavores).
Step 3: Define your positioning
As in any communication campaign, marketing positioning is to be defined. We can cite different types of positioning: on the price, quality or service offered, on the image returned by the brand, appealing to the imagination of consumers (product, tradition, trend).
Step 4: Choose your media
To be effective on the Internet, you need to have a global vision. For many people, the Internet is a medium, a distribution channel, an intermediary. Now, the Internet is more than all that, it is a tool that allows you to reach a goal that may be elsewhere (to make you known by a clientele who is not in your direct environment), and it is is also an end in itself (a place where you can close sales or form partnerships).
The digital world is in full swing, the media available to you are multiple. Here is a non-exhaustive list :
The website of your company
It must be at the center of your digital strategy. The content must be referenced, social networks and other digital media serving as relays. Your website is the equivalent of your company’s headquarters, showroom or online store. This is the place where a company deploys all its panoply while remaining relevant. We must highlight all its strengths.
A blog is a particular type of site, which is a kind of personal logbook online. Here, the company can educate its target, guide, advise, or even influence their behavior.
The major advantage of social networks is their accessibility: everyone can use it, access is almost free. It is here that the company exchanges with its target, creating interaction or commitment around its brand, its product. She can also heal her image.
Young targets are easily accessible on a network like Facebook, For BtoB campaigns, networks such as Twitter and professional social networks (LinkedIn, Viadeo …) are the most appropriate.
A good digital strategy has huge benefits
New media communication campaigns are both simpler and faster. Web marketing allows you to capture a maximum of people in a minimum of time, you can sell your products everywhere without moving 24/24 and 7/7. Again, your customers can have the information they need at any time and can also contact you from anywhere in the world. In the same way, they can communicate with you simply and you can analyze their behavior to better satisfy them.
All in all, a successful digital strategy will therefore aim at two axes: a horizontal one to globalize your communication and make it coherent, and a vertical axis that will focus as much on disseminating and collecting data and information. Thus, you can feed your information system with in-depth knowledge of the customer base to build valuable capital because it will allow you to think much further about how to make your customers happier.
Author: Alain Michel
September 4, 2018
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