How to build an effective digital strategy - Top 4 steps! ( Part 1)

How to build an effective digital strategy - Top 4 steps! ( Part 1)

 Digital is becoming a major challenge for all companies. Chance has no place here, a real digital communication strategy must be put in place to make the most of this new trend.

 What is a digital strategy?

 Digital transformation consists of completely rethinking your internet strategy to adapt to digital. It is a reflection on the form as well as the content, a change in the way of understanding your marketing communication, and the tools used.

 Many possibilities are available to you:

• rethink the marketing model for your products and services,

• set up an omnichannel CRM (Customer Relationship Management) solution,

• work on your online presence via social networks

 Regardless of the solution(s), you are going to put in place, here we are talking about establishing a good digital strategy: it must therefore be thought out upstream to be as effective as possible and its results must be able to be measured. 

 More importantly, it must be consistent with your business strategy. 

 1 - Define your web marketing budget

  Implementing a digital strategy represents a cost for companies. You must therefore establish a budget because it will at least partly determine the means you will use to achieve your objectives.

 Digital is a real gold mine in terms of possibilities, each with its advantages and disadvantages, and above all with a different price. 

 Some means represent a significant financial investment while other solutions require above all patience and subtlety, as is the case with an Inbound Marketing strategy.

 2 - Define your digital communication strategy

 You have identified your strengths, your weaknesses, your objectives, the target to be reached, and your budget to achieve it. You can now think about the means of communication that you will use to retain your prospects.

 Depending on your needs, you can:

• Invest in social media (social networks); 

• Upload videos to Youtube; 

• Launch a newsletter by emailing; 

• Develop a website or a blog that will serve as a showcase for your brand or support for e-commerce or m-commerce;

• Create a mobile app... 

 Or why not all of that at once if it's relevant!

 3 - Set up a content creation strategy

 This point is directly related to the choice of the different digital communication channels used. Indeed, you do not broadcast the same content depending on the chosen channel. And you don't choose the same channel depending on the content to be broadcast. These two points are therefore inseparable.

 If you opt for an Inbound Marketing strategy, you will have to ensure the web writing of brand content:

• blog posts (blogging),

• e-book,

• white papers,

• infographics,

• etc 

 Outbound Marketing delivers quick results, but it's expensive. 

 Inbound Marketing is not expensive, but the results take longer to arrive.

 This is a basic strategy that focuses on the medium and long term: produce content with high added value for visitors, which will, in turn, promote your products, your brand strategy, and your values ​​through the employer brand.

 The patience it requires is very well rewarded, so much so that this strategy becomes essential. 

 To make things easier for you, consider Marketing Automation which will allow you to optimize your productivity and your results.

 Marketing automation is an emailing strategy allowing the automated sending of emails according to the actions carried out by your leads.

 4 - Measure your web performance

 You have established a strategy on the net and it is now deployed. You now need to analyze the data using performance indicators.

 Define the KPIs (Key Performance Indicators) that will allow you to measure your performance effectively. There are a lot of them, so you have to choose them carefully. 

 We can cite :

• The traffic generated on your website; 

• The conversion rate;

• SEO ranking  (natural referencing);

• The click rate;

• The time spent on the site;

• The ROI (Return on Investment).

 Don't wait to analyze the data, because it provides essential insights into what works and what doesn't.