In 2020 the question is no longer “Should I or should I not implement a digital strategy for my company? “because, beyond being a matter of course, it has become essential for the development of your business.
The question to ask is “How to define a digital strategy adapted to the new behaviors and uses of my customers and to the evolution of the market? »
First of all, we hear a lot about digital strategy or digital strategy, but what exactly are we talking about?
It’s a strategy based on new communication technologies that include all the marketing techniques used on digital media and channels.
Thus, the main fields and techniques of digital marketing are:
- web site
- email marketing
- the mobile
- search engine marketing (natural referencing + commercial links)
- social and viral marketing
- web analytics
- display advertising and affiliation
- content marketing
The implementation of a digital strategy thus enables companies to follow the evolution of consumer behaviors by using new technologies and new digital communication levers to be present throughout the purchasing process and to better convert.
A few very eloquent figures to support this demonstrates very clearly the importance for a company to have a real digital strategy in place in 2020
- Europe has 99.7 million Internet users aged 15 and over, or 87.7% of the population.
- 41.7 million Internet users, i.e. 4 out of 5 European people (80.1%) visit at least one social network every month.
- In 2016, the mobile has become the 1st screen of daily Internet connection, in front of the computer, and every day, there are 24.3 million mobile users, compared to 23.8 million Internet computer users and 12.5 million taikonauts.
Now let’s get down to business and go through the 10 key steps together to define your digital strategy:
Step 1: Make a strategic audit of the existing, web presence
This step is often neglected or even forgotten, yet it is essential to start on the right basis by asking the right questions.
This digital presence audit allows you to analyze your company’s strengths and weaknesses related to your digital project and to have a competitive analysis of your market.
Step 2: Integrate your digital strategy into the company’s global communication strategy
It is essential to conduct its digital strategy in line with the company’s global strategy for coherent communication and coordination of actions. The digital strategy must be adopted by the management teams and promoted to the internal teams.
Step 3: Define the objectives of your digital strategy
The digital strategy must focus on SMART objectives and indicators (specific, measurable, realistic, time-defined) and have a specific approach with its own well-defined web objectives: notoriety, visibility, acquisition, loyalty, e-commerce development, CRM, …
Step 4: Identify your client target (priority, secondary, influencer, ambassador…)
An important step in the definition of the digital strategy is the identification and adjustment of its target customers according to their profiles in order to establish the buyer personas.
Step 5: Choose the relevant digital channels
The digital strategy will be built around an action plan defined on the main channels/web supports identified as relevant to achieve the objectives set and address the identified customer targets.
Step 6: Elaborate your inbound marketing strategy
A high-performance and relevant digital strategy is based on a central element, inbound marketing, which will allow working on the content in a personalized way in order to bring identified customers to the company by offering them information that meets their expectations and offers added value.
Step 7: Building an editorial plan and an editorial charter
The goal is to offer an editorial strategy for each customer segment with dedicated and personalized content. We are part of one to one marketing approach of HtoH (human to human) to create even more commitment.
Step 8: Define the internal and external resources, the budget allocated for digital actions
For the digital strategy to be implemented at the operational level, it is important to define the internal teams in place to coordinate with the consulting agency and to define the annual budget dedicated to the digital action plan.
Step 9: Choosing KPIs to measure action performance
To measure digital performance, it is important to provide dashboard tools for monitoring and measuring actions.
Step 10: Monitoring performance and achievement of set objectives, development of digital presence
The implementation of a digital strategy is a long-term process but offers the advantage of being measurable in real-time so as to be able to adjust actions and define the directions to be taken to optimize the strategy in place.
As you will have understood, it is therefore essential in 2020 for your company to have a real digital strategy in place to accelerate the development of your business.
Do you want to implement your digital strategy? Contact us today.
