How to put in place a good digital strategy?

In recent years, digital strategies has become an essential growth lever for companies.

In fact, companies have now realized the advantages of digital technology, which include increasing their visibility and generating a large number of leads.

In the long term, the implementation of a digital strategy allows companies to position themselves well on search engines, improve their brand image and differentiate themselves from their competitors. 

Discover the different steps to develop an effective digital marketing strategy, from market research to setting up a content creation strategy for your business.

What is a digital strategy? 

Good Digital Strategy

Increasing the notoriety of the company, gaining market share, improving profitability, promoting the customer experience and loyalty are objectives which, to achieve them, companies must put in place a real digital marketing strategy. 

The latter must be a well-thought-out action plan that makes it possible to respond clearly to these objectives identified at the outset.

Indeed, having a good digital strategy makes it easier to reach your objectives and gain in e-reputation. 

But how do you put in place an effective digital strategy in order to boost your visibility and increase your turnover at the same time? 

Here are 8 steps for you to follow in developing your digital marketing strategy.

1 – Do a market study 

Analyzing your market is an essential thing that you need to do. Before even building a digital strategy, you need to think about the state of the current market.

Indeed, you can use the SWOT analysis method which is an excellent tool to identify the:

  • Strengths,
  • Weaknesses,
  • Market opportunities
  • Threats facing the company.

After doing this analysis, you will know how to better promote your brand.

2 – Define the objectives of your digital strategy

Use the SMART method to define your goals. It is made up of five indicators:

  • Specific: A specific objective must be a clear objective , precise and understandable by all.
  • Measurable: A measurable goal must be quantified and qualified . You must be able to evolve if the goal is reached.
  • Achievable: An achievable goal should be a challenge or challenge for you and your collaborators. He must be motivating and ambitious.
  • Realistic: Your goal must be achievable. Its feasibility must be certain. 
  • Time- bound : Set a deadline for achieving your goal.
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3 – Analyze the digital strategy of our competitors

This is called benchmarking. Your competitors have the same goals as you, so you need to monitor them to see what methods they are using to successfully build their digital strategy.

So it can allow you to spot what works or not in their strategy, to be inspired by it, and to do better than them.

4 – Define the target of the digital strategy

It is not relevant to set up a digital marketing strategy without first clearly defining what the target is to achieve.

You need a very specific profile. This will allow you to know how to communicate with him, on any medium and when to talk to him to achieve your goals.

5 – Define a webmarketing budget

Before setting up a digital strategy, you must define a budget beforehand that will determine the different means that will be used to achieve the set objectives. 

This will allow you to anticipate the unexpected and help you be free from surprises when performing. 

To achieve this, you will need the skills of a digital agency to define the different expenditure items on which the allocated budget should be distributed.  

6 – Define your digital communication strategy

After doing the analysis of your online existence and conducting an in-depth study of the consumer needs and how those needs are being met today by your competitors in this market. 

This approach clearly facilitates the identification of your target customers, commonly called persona, and allows you to set up a budget in order to achieve the objectives initially set. 

So that’s when the real work begins. 

What actions should be put in place to achieve the objectives set?  

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What are the most relevant channels that we can use to reach our targets? 

To find the answers to these questions, we are called upon to mobilize all the professional bodies essential to the implementation of a strategy (action plan) which is the combination of several correlated actions in order to achieve the set objectives. 

Everything will depend on the size and scope of the project in question. 

We can have projects that call for the intervention of all the bodies of the digital profession when the demand is global, namely:

  • des designers d’interface  
  • graphic designers
  • developers 
  • consultants 
  • traffic manager 
  • web marketing consultants and 

And in other cases, just a few positions are involved, like a marketing and communication project.

7 – Set up a content creation strategy

The plan to follow set out in the digital strategy document takes into account the choices of digital communication channels to be put in place. 

Whether it is the creation of a website or a mobile application, the redesign of an existing site, referencing on search engines, communication on social networks, paid advertising etc., the basis of all its actions is the content in other words the message that we want to convey to reach the target (s).

The content to be broadcast must be adapted according to the type of channel chosen. 

In the case of the implementation of a marketing strategy with the Inbound approach, it is essential to create web content namely  

  • articles de blog (blogging),
  • e-book,
  • white papers,
  • infographics,
  • etc. 

8 – Measure your web performance

Beyond the development of a digital strategy, once it is executed at a period which again depends on the scope of the project and the defined milestones, it is vital to take a step back and analyze the results of the completed actions. 

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As we are used to saying, we cannot analyze what we do not measure. And this is done through performance indicators called KPIs.

Defining KPIs (Key Performance Indicator) will allow us to effectively measure our performance. There are a lot of them, so you have to choose them well. 

Among them we can cite:

 • The traffic generated on our website; 

 • The conversion rate;

 • The SEO ranking 

 • The click-through rate;

 • Time spent on site;

 • The ROI (Return on Investment).

Conclusion 

You should know that developing a digital strategy is not a task to be underestimated.

It is about bringing in several elements on which it is necessary to act accordingly and mobilize the skills necessary to ensure its success. 

What is advisable when embarking on a digital transformation process is to hire a digital agency that will make you benefit from its years of experience in the field to allow you to get closer to your goals.

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Oware
I am an African from Ghana who loves to read and code. As a result of being on the internet, my life has changed and this blog is about my experience building an online business with free offers and motivating and inspiring others to pursue their dreams.

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