The future is digital, and the future is here. Using technology, you can boost online visibility and ultimately grow your business. Marketing, customer interaction, eCommerce and business processes combine to make your online business thrive.
At Absolute Digital Media, we ensure to implement a full-service digital marketing strategy, so we can cover every possible angle and get the best results. To truly appreciate the value of a successful digital strategy, you must first understand what it is, the steps you must take, and what should be included within it. From extensive planning in the initial stages of your campaign, to monthly reports and results, Absolute Digital Media will guide you through every step of the process.
Any business that is thriving in this day and age is involved in the digital world and there’s really no way around it. We know that digital strategies are constantly evolving as technology progresses and every digital strategy should be unique, tailored to the aims and business goals of each company.
- A well-structured digital strategy will result in an increase in visibility, traffic, and sales.
- Nearly half of companies don’t have a clearly defined digital marketing strategy.
- 93% of all online interactions start with a search engine.
- Taking an integrated approach is essential to strategic success.
- 75% of successful businesses’ total marketing budget will go towards digital marketing.
- Ensuring your brand has direction enables you to set clear goals and establish strong online brand presence.
Table of Contents
01. What Is A Digital Strategy?
Digital strategy focusses on implementing systems within your business model to enhance your presence in the online world. Digital strategies are used to maximise the benefits you would usually hope for your business, while taking a cross functional approach and utilising the full potential of the digital world.
A digital strategy is, by and large, a bespoke concept thought out for your company to help you achieve your specific business goals. For example, if your goal is to increase search engine brand visibility, online analysis and strategies will be put in place to achieve this, the end result being more traffic on your page, thus more customers.
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02. Why Are Digital Strategies Important?
In the current business landscape, technology is so integrated with business and marketing they are almost synonymous with each other. Rapidly advancing technologies mean that there will always be new and exciting ways to help you meet your business goals.
Whether it’s creating new products, or reimagining current business processes, every succeeding business strategy is a digital strategy of sorts. With 93% of all online interactions starting with a search engine, technology has integrated with business and marketing to further the journey of digital transformation, allowing for the creation of a concrete roadmap to success. When adjusting your tactics to improve your business strategy, understanding what digital means for your company is necessary in order to keep up in the ever-changing landscape.
03. Providing Direction
A digital strategy will help you outline and create a clear path to your strategic goals. It will also help you determine benchmarks to hit, and the tactics that will lead you to success. To do this, you should determine what success looks like for you and create your strategy around it to help you get there.
Establishing this kind of direction will require you to have a vision of your end goal, so you can strive to meet these objectives with a clear finish point in mind. In order to engage with your target audience, you will need to think more deeply about your target audience or target market. Once you understand who you want to engage with, it will allow you to easily adjust your online marketing messages and position, create tailored CTAs and decide which digital channels are most appropriate for the people who are likely to want your product or service. This will equip you with the means to stay ahead of the game when working out solutions for your immediate problems, as well as allowing you to plan thoroughly for the future.
04. Reaching Your Online Audience
Your competitors are already using a digital strategy of some sort, so it is vital that you also stay ahead of the game! Developing a strong digital presence means actively investing in a digital strategy that works for you. Customers are becoming increasingly savvy in this respect, and it’s easy to tell when you haven’t invested appropriately into a worthwhile digital strategy. Your online marketing needs to speak directly to your target audience in order to be successful. Digital strategies are essential in helping you outline and determine the right path for you to meet your strategic business goals. By establishing the KPIs and benchmarks you want your business to meet, you will be able to determine what tactics to take to lead you towards digital success. In doing this, you must decide what your version of success looks like, so you can make a plan, paving the road to success.
The majority of people are viewing content online yet nearly half of companies don’t have a clearly-defined digital marketing strategy. With your consumers being constantly connected by their phone, tablet, or laptop, this is where you’ll want to target them. 3.5 billion searches are performed on Google every day and over half of the world’s population is using social media, so it’s clear to see the benefits of reaching your customers online. Having a cohesive strategy allows you to reach your target audience more effectively, using the platforms they prefer to spend their time on, such as Google, social media etc. If you aren’t meeting your customers where they are, another company will, so now is the time to take the lead.
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05. Tracking ROI
Digital strategies allow you to allocate your online budget appropriately. Knowing exactly where your money is going is one of the most important factors in digital business. With a well-structured digital strategy, you can plan ahead, consider ROI and be prepared to plan the next steps that you will take. One of the biggest benefits of a digital strategy is the ability to track ROI with the tactics put into place. It’s easy to keep track of your progress with analytics online. Plus, measuring every marketing tactic ensures for a cost-effective strategy, so you can create the capabilities to support your operations.
Businesses who develop a digital strategy will see better ROI results from their spend, compared to those who don’t have any strategy in place. Setting benchmarks for your online activity allows you to measure what’s working and what isn’t in your online activity. Knowing where you stand allows you to make whatever adjustments you need to, so you can reach the highest possible ROI from the money spent on your strategy.
06. What Should A Digital Strategy Include?
An effective digital strategy should be inclusive of all the different business and marketing channels available. When you take an integrated approach, utilising the various services available, you can tailor your strategy specifically to you and your business requirements. For a top-level digital marketing strategy, you can see a full list of the services involved here. These include:
- SEO (Search Engine Optimisation): 93% of all online interactions start with a search engine. Using keyword research and a thorough website audit, you can drive more traffic towards your page.
- PPC (Pay Per Click): With PPC, or paid search, you can advertise your business where you know it will be seen. Measurable and trackable, you can advertise on the leading search engines and get recognised much faster.
- Digital PR: Deliver exciting online campaigns, attract new customers, and reach far beyond your current target audience. Exposure is key in acquiring customers beyond your current reach.
- Social Media Management: Reach beyond your local audiences. With over half the world using social media, the opportunities are limitless.
- Content Marketing: A strategic marketing approach providing your current audience with relevant and exciting content with the aim of organically boosting numbers and increasing profitable engagement
- Analytics: A type of market research combined with the use of Google Analytics (GA) to collect and analyse data about traffic on your landing pages, providing you with a much more thorough understanding of where your visitors are coming from, and how those visitors become customers.
When combined, these services used in unison form an unstoppable collaboration that results in digitally strategic success! Although these are essential components that form the backbone of a successful integrated digital strategy, putting these pieces into play all comes down to how they are placed together.
The structure of all digital strategies at Absolute Digital Media involves the following key components.
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Having An In-Depth Understanding Of Your Business
For a successful digital strategy to be carried it, those carrying it out must be heavily invested in the goals and vision of your business. Working incredibly closely with clients is key, as any successful digital strategy is built on a deep understanding of the mission ahead.
A Dedicated Account Manager
Dedication and communication go hand in hand when implementing an effective strategy. Every minute detail must be recognised, and for this, a heavily invested Account Manager is essential. Knowing who you are directly working with and being sure they care as much about the final outcome as you is a sure-fire way to ensure a successful digital strategy. A dedicated Account Manager will understand your values and ethos, taking time to grasp your goals and treat them as their own.
An Analytical Approach
Data-driven digital strategies have an extremely high success rate. Taking an analytical approach will help you quantify and provide a results-focused strategy which will take into account your company goals, marketplace standing, search ranking and target audience.
Forming A Strategy Bespoke To Your Audience
Your brand audience is unique to you and getting an understanding of them is a crucial step in delivering the perfect digital strategy. Understanding your unique brand audience will help in delivering the perfect digital strategy. Understanding your target market and devising a digital strategy focused on this audience and those who share your brand interests is essential.
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Full-Service Marketing Expertise
To fully appreciate a digital strategy tailored to your business, you need to work with an agency with full-service marketing expertise. Working with an agency you can trust allows you to build the perfect digital strategy, as you know every element will be covered and no corners will be cut in any of the services you choose to opt for. When a full-service marketing team creates you a digital strategy, you can expect all your brand values, messaging and ambitions to be taken into consideration, to create the perfect combination of analytical expertise and creative thinking, in order to get you to the top.
Miguel is our Head of Paid Media who looks after the Paid Social & PPC department alongside our Head of PPC. Miguel helps clients by creating and implementing award winning read more.