- A digital strategy will define the tactics, platforms, channels, and creative content/messaging for your digital marketing.
- A key part of the digital strategy is to understand your target audience intimately. You will need to know their behaviors, intents, influences, and the transformation they seek.
- A strategy is never fool proof, you will need to test lean, learn, make tweaks, test more, and then scale up your efforts to see big results.
“Should we be on TikTok? What about influencers, we need influencers. Our competition just released a new app, we need an app!”
Do you see what’s wrong with the commentary above…?
I’ll give you a hint, it doesn’t have any strong reason WHY the company would leverage TikTok, influencers, or an app. What else? Well, the narrative is reactionary. The senior manager at company x is reacting to current trends and the competitive landscape.
That’s the fastest way to waste money, time, and effort.
Instead, we advise the senior executive to ask, “Who are we targeting and what do we want them to do?” Along with, “What’s the current business need and what will be the future needs of the company and the customer?”
Starting with these questions allows the company to strategically define ways to engage and convert their target customers online. Also, by leading with these inquiries, you start to clear the path of the journey ahead of you.
The journey to define your digital business model, the digital strategies you will use to power the model, and the digital tactics and communications needed to fulfil your goals and KPIs.
And don’t forget the journey of the customer.
See, defining the target audience will give you insight on where they ‘live’ online. A 42 year old mother has different online behaviors than a 19 year old male gen z’er.
Therefore, their journey will be different.
So, how do you start to develop your digital strategy?
5 Steps to Defining your Digital Strategy
- Define and understand your target audience
- Define company KPIs and goals
- Get hands on and mock up the digital journey for your customer
- Lean down the journey, identify the tactics included in the journey/strategy
- Test small, measure, tweak, re test, tweak, scale
Conclusion: Remember that no strategy is foolproof. Don’t be surprised if your strategy doesn’t produce results right away. This is why we test. After at least 90 days of testing you will want to analyze and decide whether or not to keep up the current strategy or adopt a new one.
If you need help with your digital strategy, reach out to us on LinkedIn and send a message saying Digital Strategy.
Written by Jose Quiroz
If you missed the episode with Jose Quiroz, you can listen to it here: Ep.131 – The Importance of Strategy with Jose Quiroz or watch the video below: