5 Questions That Form the Basis of Every Digital Strategy
No business today can afford to overlook the importance of digital marketing. The key to successful marketing begins with creating a plan. Creating a digital strategy is the best way to make the most of your marketing budget and help ensure success in both the short and long term. Let’s take a closer look at the 5 questions that form the basis of every digital strategy:
Who are you?
The first question that you need to answer is who you are, in terms of both a company and a brand. This should really be the first thing that you focus on when creating a business. Identify your goals, write out a mission statement, and determine what your brand represents. This involves more than just creating a logo and choosing colors and images that will define your brand. You need to identify the core beliefs and objectives of the company.
Who do you want to reach?
Knowing your target audience is critical to your success. If you aren’t sure who to send your message to, then you’re really just taking a shot in the dark. You need to clearly identify your target market, including demographics such as age, gender, and location, as well as their interests and behaviors.
What do you want to say?
The message that you send to your target market should be goal driven. Keep it specific, precise, and focused. When a web user lands on your site, you want them to receive your message quickly. Your social media profiles also need to reflect your vision and specify your message. The content of your site should reflect who you are and what you want visitors to know. With only a matter of moments to capture the attention of a visitor, it’s critical that you hone in on your message and present it clearly.
How will you deliver your message?
Once you have identified your target market, you need to go to them. Find out where they are online, and target your marketing campaigns there. It can take some time and experimentation to find out how effective your message is on certain platforms, so be patient. And if you are going to run paid ads, start with small campaigns to test their effectiveness before throwing your entire ad budget behind one particular place.
How will you measure progress?
Having specific, measurable goals has to be a key component of any worthwhile digital strategy. However, a goal is only useful if the progress along the way to achieving it can be tracked. Google Analytics is an extremely useful tool for analyzing website traffic. Its data will tell you not only how much traffic your site is getting, but where it’s coming from and what pages are visited most. A social networking platform like Facebook provides plenty of tools that allow you to see just how successful your efforts are on its site. For example, you’ll be able to see how much engagement your posts and ads receive, and see the stats on how it translates into traffic to your website. The data that you collect can also help you reshape your strategy when necessary.
A digital strategy is likely to change and evolve over time, sometimes only slightly, and that’s okay. You need to start somewhere, and answering these key questions will give you greater focus and clarity as you begin.