The importance of a well planned digital strategy
So, you have decided you need a digital presence – everyone is online and your competitors seem to be everywhere you look. You may be familiar with SEO (search engine optimisation) and Google adwords or may just have decided you need to look into increasing your digital presence and need help. Social media is all the rage but does it really help businesses? Facebook is something you have probably been keeping your staff away from during working hours.
The first advice I would offer my clients before we discuss different ways to market their product or service is to ask themselves why. Why do they want to implement a digital strategy and what is their main goal. By determining clear goals and objectives and understanding what success looks like it is possible to create a clear, objective based, time managed strategy.
There are many reasons to increase your online presence some of these may include:
- Increasing a customer base
- Selling a product or service
- Lead generation
- Product awareness
- Information awareness (a charitable cause)
First ask yourself. what does success look like. Is it a monetary value or do you have other key performance indicators?
Next decide on the resource you have to create this success = time, money and skill sets. Once these are decided (external skills needed, amount of time you are willing to spend to achieve, you can now have the outline of your digital campaign. You have the ‘why’ and the ‘means’ you can then set to researching the ‘how’.