Today, the question is no longer whether to set up a digital strategy for your business, but rather how to put it in place in order to have a real impact on your business development. Here are 10 questions to ask yourself to define your digital strategy .
What is the overall strategy of my company?
Before embarking on the development of your digital strategy , it is essential to know your ecosystem well, to clarify (if necessary) your positioning on the market, your vision, your values, to know your competitors, to study their strategy , analyze your strengths and weaknesses … We also recommend that you carry out a strategic audit on the actions or the content that you have already carried out. Depending on this, it will be necessary to define business objectives. Your digital strategy must be in line with the overall strategy of the company and must be accepted by everyone within the company.
How do my competitors communicate?
Knowing your competitors is essential to carry out your digital marketing strategy . How do they communicate? On which channels? At what frequency ? What is the style of their communication? Etc. This will allow you to see what works and above all to stand out from your competitors by doing better than them.
What is my priority target?
The definition of a digital strategy necessarily requires perfect knowledge of your target. It is very often this which makes the success or not of a digital strategy. By precisely determining the targets to which you are addressing and their needs (and also those that you especially do not want to touch), you will be able to carry out specific actions and therefore reach potential customers.
To do this, you must set up buyer personas who will in fact represent your typical customer profiles. It is only by knowing the exact expectations of your customers that you will be able to implement an effective digital strategy and offer adapted solutions.
What are the objectives of my digital strategy?
As with any strategy, it is essential to set clear objectives and marketing metrics from the start . How else would you rate your effectiveness if you don’t have goals to refer to? Do you want to strengthen your brand image, generate new prospects, retain your existing customers, increase your visibility? Depending on your main objective, the different digital actions will not be the same.
To achieve this, you can use a proven method: setting SMART goals . That is, specific, measurable, attainable, realistic and time-bound objectives. Note that we generally start from business objectives to define the objectives of the digital strategy.
What are my resources and my budget?
Setting up a digital strategy with the help of digital marketing expert comes at a price. And it’s important to define it from the start. Just as it is essential to define the human resources available to you to carry out your plan. Because depending on this, you may not use the same communication channels, you will allocate your budget differently, you will be able to know which part you are outsourcing, etc. The budget depends of course on your sector of activity, the competition, the size of your company, your resources (human and financial) but also and above all on the objectives you have set for yourself and the speed at which you want reach them.
What are the most relevant levers?
When defining your digital strategy, many levers can be activated:
- The Earned Media : to touch your naturally targets without paying through the media that you do not (like SEO, social networks, press clippings, references to other internet sites …)
- The Owned Media : to reach your target through the media that your company has (like your website, your blog, your content offers, etc.);
- The Paid Media that is to say the advertising space purchased by your company on conventional digital media (such as advertising Google Adwords, Facebook Ads, etc.)
Depending on your target, your objectives, your budget, certain levers will be preferred.
Here is an infographic that presents the possible levers within a content marketing strategy and according to different objectives:
What are the most relevant channels for developing my digital strategy?
It is essential to determine the most relevant communication channels to achieve the objectives set. These depend in particular on your personas, the messages you want to convey, etc. All this must be defined when defining the digital marketing strategy . For example on social networks: What target will you reach? Which social networks are the most appropriate? When to disseminate the information? Etc. For example, LinkedIn can be very relevant in B2B, much less in B2C. For each channel, you need to determine a specific strategy.
What messages are we going to get across? At what rate?
After prioritizing the messages you want to convey, it is necessary to establish an editorial strategy in order to reach the right people at the right time and create even more engagement. Only in this way can your content marketing strategy bear fruit.
It is necessary to establish a precise timetable in order to save time. Depending on the objectives set, you can plan the actions to be implemented in order to achieve them. Of course, other elements must be considered in terms of timing: off-peak / peak periods in your business, your employees’ vacations, etc.
Are you planning to use marketing automation?
It is important to consider whether or not to use marketing automation when defining your digital strategy . You are not, of course, going to use it right away but only when you have acquired customers and you occupy a certain place in the market. Marketing automation will help you automate recurring marketing tasks without any human intervention. Be careful, these tasks are carried out according to criteria that you will predefine beforehand, it is not a totally dehumanized process.
How can I measure the effectiveness of my actions?
To measure the effectiveness of your digital strategy , you need to set up performance indicators (KPIs) . It is they who will make it possible to monitor or not the achievement of the company’s final objectives . This must be thought out from the start because it involves putting in place tools and processes to ensure the monitoring and measurement of actions in order to adjust the actions to optimize the strategy in place. Thanks to these performance indicators , you will be able to measure the return on investment (ROI) of your digital actions.
Do you need help defining your digital strategy? Do not hesitate to contact Ideagency . To go further, you can download our introductory guide to inbound marketing.