Do you want to have a high-quality and elaborate performance on digital channels, namely social media networks, an official blog or a website? Do you want to develop your business in an online environment in accordance with specifically defined goals? Do you need a clear focus and direction for all the digital activities you carry out? If your answer to these questions is “yes,” it is time to seriously dedicate yourself to creating a digital marketing strategy. The aforementioned business is quite extensive and time consuming, and it usually requires the involvement of marketing experts who will analyse your wishes, goals, opportunities and current state and define the key directions of your company’s digital life. In short, strategy is the basis of every high-quality, systematic and successful communication on digital channels. Discover some more important reasons why you should have one!
Strategy reveals your current state
One of the important elements of the strategy is certainly the analysis of the current state, which shows on one place what you have been doing lately on certain digital channels, whether you are doing it well or poorly and what kind of results you have so far. An overview of the current state gives a comprehensive picture of what your digital life looks like now and is also a good starting point for planning and improving future activities.
Strategy brings a competitor analysis
Another important segment of the strategy is the competitor analysis, which provides an overview of the activities and practices of your closest competitors (e.g., what their performance on social media networks looks like), more precisely, it answers the question what makes the competitors more successful and better than us, but also what are our advantages over them. Together with an analysis of your current situation, an overview of your competitors’ activities will give you a better perspective on what and how you have been doing so far, and highlight the strengths and weaknesses of your past practices in the digital space.
Strategy defines the goals and direction of your activities
One of the biggest mistakes in the digital environment is having activities with no clear direction and purpose, and a digital strategy solves precisely that problem. Clearly set goals are the basis for high-quality performance on digital channels, while other elements of the strategy are elaborated accordingly. Goals can be, for example, increasing website traffic, increasing brand, product or service awareness, attracting new clients and customers, creating additional value for customers etc. Of course, in the strategy it is also important to accurately identify the target groups we are addressing in the online environment, in order to better elaborate further activities and content approaches in accordance with them.
Strategy brings actual tactics for further activities
And in order to avoid keeping the goals only written down, it is also important to define in detail the tactics for achieving them. The tactics section may, for example, elaborate content formats that are going to be used on social media networks, showcase visual examples of specific contents (so-called mock-ups), define key topics that will be communicated to the target audience, provide suggestions for future blog posts or website sections, etc. In other words, tactics show more specifically and through examples what and how something will be done to achieve the defined goals.
Strategy covers anything remotely essential for a successful digital performance
Depending on the needs and goals of the company, the strategy may be a proper small book with detailed guidelines and suggestions that can exceed 100 pages. Anything that is remotely relevant for further activities on digital platforms should be mentioned and suggested in the strategy, and the document may also include proposals for ad campaigns, defined metrics and methods for measuring activity success, guidelines for crisis communication on social media, recommendations for website design, elaboration of prize competitions on social media, analysis of current online trends etc.
And once the whole strategy is on your desk or computer screen, it is not enough to just read it, but to put it into practice as much as possible!