Digital Strategy is Alive and Well

These days, a person fully expects that an online presence should be part of their overall customer experience. If you’re not there – your customer may well ‘experience’ one of your competitors.

However, when you do decide on a digital strategy, then remember that nothing is different online about your customers. They still want you to solve their problem in a timely and efficient manner. If they return, well then they want to be recognised and their efforts to engage made easier. 

A digital strategy is not a stand-alone activity. It should be an integral part of your marketing activity and thereby a part of your overall business strategy. A co-ordinated plan of activity covering paid for, earned and owned digital assets should be aligned to reflect your business objectives and complete the customer’s 360 degree experience of your brand.

It is worth mentioning here that if you did plot out a digital strategy at some stage - well done. However, to remain fresh and relevant, you should undertake an audit of same at least once a year.

So let’s say you do have a clear vision of what your business is, where it wants to go and who your customers and prospects are. Let’s also assume that you have a working digital strategy that fits neatly into your business plans. Now we will look at a few tips that you might takeaway from this read.

Tips and Timesavers

If all this digital stuff terrifies you or you don’t have the time – just get help. There are many agencies out there that will create a plan with you. Or if you do have the time, you can do it yourself!

We have guidelines for a DIY Digital Marketing Audit  here on our website, that has relevant checklists for your digital visibility. Have a look, it might just help focus your mind. Either way, at a minimum your audit should include:

• Search Engine Marketing (SEO), the rules change frequently so professional advice is recommended.
• Social Media Marketing, are you visible to your audience at all relevant, brand touch points.
• Content Marketing - are the channels you use enough and is the content still appropriate.
• Online newsletters/email, are you reaching customers who don't mind you interrupting their space.
• Your website - is it fast, device responsive and easy to navigate.
• Measurement Tools, analytical tools are a must if you are to ensure that you are not wasting effort.

To finish- I cannot stress enough that if SMEs are to compete successfully with the larger companies in their industry, having a digital marketing strategy is not just good policy – it’s a necessary policy.

Think of it this way – if you are smaller, you are more flexible. If you are flexible you can react faster to competitive situations. If your competitors are missing a trick, online – go for it, and once a year - have a go at a digital marketing audit. If we can help you in any way, just contact us on this site.

Stay safe - Jim