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INSIGHTS

Digital Strategy

DIGITAL STRATEGY THE RIGHT WAY.

Blank Street Studio excels at constructing effective digital strategies by blending short-term and long-term, month-to-month roadmaps tailored to actionable items and scalable business solutions. In digital systems, customer insights, trends, market planning, data science, data analysis, and product strategy play an indispensable role. As businesses evolve, all strategic endeavours gravitate towards digital plans to foster further growth.

Written by TEAM Blank Street Studio
● 25th of February 2024 ● 10 minute read

Table of Contents

Navigating the Digital Landscape in 2024.

In an era where digital technology permeates every aspect of our lives, developing a comprehensive digital strategy has become imperative for businesses aiming to thrive. A digital strategy encompasses many practices designed to optimize online presence, engage with customers through digital channels, and leverage technology to achieve business goals. This article delves into the core components of a successful digital strategy, utilizing key areas as focal points to guide businesses in crafting their digital roadmap.

Digital Marketing

At the heart of any digital strategy lies digital marketing, the heart that drives brand awareness, lead generation, and customer engagement through online channels. A robust digital marketing strategy leverages SEO best practices, content marketing, social media, email campaigns, and online advertising to reach and engage target audiences.

Mr Sinek

How to Step-by-Step Create a Digital Strategy

When crafting a strategy, there are various approaches to dissect and design it. Above all, it should function as a blueprint, a framework, or a roadmap—call it what you will, but its structure should be robust enough to keep you firmly on course. Identify Your "Why" First

Everything begins here. What is the purpose of your organisation? Although it seems like a straightforward question, the solution requires digging deep.

In his iconic TED TalkSimon Sinek skillfully explains how to apply his golden circle process to uncover the "why" in your company. He links extraordinary leaders, outstanding brands, and the idea that customers buy your motives rather than your actions. Creating a successful brand story, real messages, and compelling content will be much simpler once you pinpoint your company's fundamental "Why?".

Recognise The Current Business Environment

There must be more point in designing a digital strategy in a vacuum. It is crucial to comprehend the target organisation for which we produce it.

Because they concentrated on the incorrect stage for the organisation, many outstanding digital strategies that we've seen have failed. Before focusing on innovation, a corporation, for instance, might need to get the fundamentals correct. We've also witnessed tactics with solid intentions fall short because they needed more originality to compete with and surpass the opposition. Consequently, it is crucial to comprehend the company's environment, similar to how a coach might increase performance by tailoring their instruction to the athlete's current state of fitness.

Content Strategy

Content is the currency of the digital world. A well-thought-out content strategy ensures that value is delivered, relevant, and consistent content to attract and retain a clearly defined audience. It is not just about selling your products or services but about providing real value to your customers and establishing your brand as a thought industry leader.

Busy street with potential customers

Product Strategy

How the product will help the company's needs is outlined in the product strategy. It outlines the issue the product will address and its effects on customers and the business. Once your plan is clear, you can use it to develop the product definition, which specifies what you'll construct and when. Then, using the product plan as a benchmark, you can assess your success before, during, and after production. Key objectives are necessary to develop a product strategy. You will accomplish these precise objectives or KPIs by creating your product.

Product Roadmap

A product roadmap's primary objective is to align a product's vision with a company's business goals. As a result of strategic planning, the product roadmap is assertive. It outlines a product's executive strategy as well as its general objectives. The following are critical components of a strategic product roadmap: product vision, strategy, goal, initiative, feature, timeframes, status markers, and metrics.

The number of teams engaged in road mapping can vary depending on the product and methodology employed. The engineering, UX, sales, marketing, support, operational, design, and testing teams are typically involved. These teams collaborate to contribute their expertise and efforts towards developing the final product.

Any product roadmap must be unambiguous and easy to comprehend. It aids a product manager in leading all the teams during the development process and ensuring they align with customer needs and company goals. An applicable metric is a product roadmap since it is beneficial.

A product roadmap's primary objective is to align a product's vision with a company's business goals.

Construct a Journey Map

The next step in the process is to create a path map if you are confident of your target audience. Your understanding of the online interactions you have previously had with people and the possibilities for additional or other types of interactions will improve with a trip map. Your path map can be more specific as your audience understands their habits and behaviours better. Your digital strategy will be more adaptable the more specific your trip map is.

Construct a Content Strategy

Find out what your audience wants and needs, then think of inventive ways to provide those needs. People spread positive messages, adhere to routines, and react appropriately to certain situations. You can go right if you consider quality, consistency, and customisation.

Make a content strategy tapestry by outlining the types of content appropriate for each of your target groups and then classifying them accordingly. There may be some overlaps, but that's good because the end product will be a lovely content tapestry.

You can develop this for a specific month, quarter, or season based on your campaign's strengths and resources.

You can go right if you consider quality, consistency, and customisation.

Create a Content Schedule

Calendars are timeless, even while the digital world develops quickly. The key takeaway from this is that strategic goals call for strategic means. A successful digital strategy will probably include numerous branches, each with its channels, content types, due dates, and deliverables. Half the struggle is keeping track of that, but you shouldn't let it slow you down.

A helpful content calendar lists the staff members in charge of developing, approving, and releasing each piece of content, benchmarks, and significant industry events.

Use project management software or a colour-coded Google Spreadsheet to create a complete calendar in advance to prevent avoidable workflow issues during peak periods.

Customer Insight

A comprehensive understanding of your consumers' activities, interests, and preferences is known as customer insight. You can personally engage with your customers by analysing browsing history, purchase patterns, returns, campaign responses, demographics, and predictive modelling. It enables you to consistently provide added value, fostering strong loyalty and establishing long-lasting relationships.

Leveraging the right customer intelligence tools is crucial to understand and cater to customer needs effectively. Employing technologies like customer modelling, predictive analytics, machine learning, and artificial intelligence allows businesses to anticipate their customers' requirements by analysing trends in their data. Once these insights are clear, the next step involves crafting communications and offers tailored to customers' preferences, timing, and channel choices.

Regularly Measure and Review Strategy

Digital marketing has plenty of data. Numerous third-party platforms provide various types of data reporting, and all the major platforms offer analytics options.

Once you have data, you'll be able to determine what's working and what isn't—you'll have actionable insights.

While many businesses revisit their strategy yearly, better teams think about it at least once a month (but ideally even more often than that). Additionally, the digital process can support any existing planning techniques used by your company, such as Objectives and Key Results, which might be a component of a quarterly planning framework.

  • Market Plan

Sales forecasts and analyses of previous promotional efforts are part of the market planning process's initial phase. Product analysis enables a business to determine which strategy elements should receive more attention. In addition to assessing the company's competitive position in the relevant market, the analysis also considers how to implement new business strategies.

Organising mOrganisingoals and tactics is the second stage. Developing the connections between the suggested actions is essential to carry out the plan effectively.

Product analysis enables a business to determine which strategy elements should receive more attention.

RACE planning

The framework of Digital Strategies

What is precisely a framework for a digital strategy? It’s a document that lays out the progression of the marketing process, outlining crucial conditions and significant touchpoints. It guarantees that everything in the intricate procedure is covered.

Digital strategy frameworks come in various forms and address many facets of the field, including communications, planning, and strategy. Some incorporate every element, while others concentrate on a single one. You must be aware of your company’s needs and priorities while developing your own to develop a model that effectively supports your goals.

You must know your company’s needs and priorities to develop a model that effectively supports your goals.

Social Media Strategy

Social media strategy platforms like Facebook, Twitter, Instagram, and LinkedIn are about building relationships and interacting with customers. It is about choosing the right platforms for your business, creating engaging content, and fostering a community around your brand. Social media are powerful for brand visibility and loyalty, making it a crucial element of any digital strategy.

RACE Planning

The RACE framework, a mnemonic coined by the educational platform Smart Insights, encapsulates four pivotal steps in your online marketing activities as you engage with customers across diverse channels and at different stages of their purchase journeys.

Reach revolves around elevating brand recognition and visibility while promoting your website and social media profiles. Key performance indicators in this phase encompass website traffic, earned media, external links, and online interactions.

Act (Short of Interact) entails urging visitors to take a specific action on the website or social media page. Your key performance indicators, in this case, include, among other things, the bounce rate, time spent on the site, and the number of newsletter sign-ups.

Convert entails converting devoted supporters into paying clients. Your essential performance indicators include the number of leads, conversion rate, sales, and income.

Engage: Engagement implies forming trusting relationships with clients to encourage retention. Customer churn rate and repeat customer rate are a few of your critical performance measures in this situation, among others.

RACE Planning, at its heart, can assist you in developing an efficient digital marketing plan by outlining the crucial actions for each stage of the customer journey.

Marketing Funnel

One of the most popular digital strategy frameworks illustrates customers’ paths when engaging with your business, from learning about your goods and services to purchasing. These stages are commonly referred to as the marketing funnel and include:

– Awareness: This happens when a potential consumer comes across a social media post banner advertisement or learns about your company through an influencer or a friend.

-Interest: A potential buyer is enamoured with your brand and is researching you online using other websites or reading reviews.

-Consideration: A prospective buyer recognises recognised and your brand as the remedy.

-Action: The potential client acts, makes a purchase, or schedules an appointment with you.

These stages are easy to track in an e-commerce platform. A potential consumer enters your website (awareness), clicks on a product, reads the description (interest), adds something to their shopping basket (consideration), and then completes the purchase (action).

Flywheel Model

Customers are at the centre of all business activities according to the Hubspot model called The Flywheel. Compared to the traditional marketing funnel, the Flywheel concept is more straightforward. At its core, the consumer takes the central stage, acting as the driving force within the Flywheel. The Flywheel’s success hinges on a primary element that imparts the entire strategy with its “spin” or energy.

In the digital strategy framework, cross-functional teams surround customers, including sales, marketing, and customer support. These teams work collaboratively to enhance the overall purchase experience, focusing on removing obstacles that could hinder the smooth rotation of the Flywheel. The buyer journey follows three distinct phases, reflecting established models:

1. **Attract**: This phase involves capturing people’s attention and removing barriers to awareness.

2. **Engage**: Here, the goal is to establish connections, build rapport, and facilitate accessible communication with customers.

3. **Delight**: The final phase involves supporting and empowering customers to succeed. When they reach this milestone, they are more inclined to share their positive experiences with others, effectively increasing business opportunities.

The Flywheel model creates synergy among business teams. Moreover, it speeds up digital marketing by reducing friction at every stage of the customer journey.

If you require assistance in comprehending or crafting a digital strategy for your business, consider leveraging the services of a digital strategy consulting firm. Strategic consulting is crucial in keeping businesses competitive by analysing and devising improvement plans. These consultants aid in identifying industry sectors, defining industry clusters, and formulating strategies to enhance productivity and revenue, allowing businesses to flourish through digital methods.

pricing

SEO Best Practices

Search Engine Optimization (SEO) ensures your website and content are discoverable by users searching for terms relevant to your business. SEO best practices include keyword research and on-page optimization ( using proper tags, mobile optimization, and fast loading times). The off-page techniques are link building. SEO is a long-term investment that helps increase organic traffic and improve online visibility.

E-commerce Strategy

For businesses selling online, an e-commerce strategy is vital. It involves optimizing your online store for sales conversion, providing a seamless shopping experience, and using digital marketing techniques to drive traffic to your site. An effective e-commerce strategy also includes mobile optimization, high-quality product images, and user reviews to enhance trust and credibility.

Data Analytics

Data analytics allows businesses to make informed decisions based on customer behaviour, preferences, and trends. So, by correctly analysing the data from various digital channels, companies often need to optimise their strategies to improve customer experiences and increase efficiency. Tools like Google Analytics provide invaluable insights into website performance and user engagement.

Customer Experience (CX)

Customer experience is the total of their perceptions and feelings from interactions with your brand’s digital touchpoints. A positive customer experience is crucial for building loyalty and encouraging repeat business. It requires a deep understanding of your customers’ needs, preferences, and pain points, ensuring every digital interaction adds value and enhances their perception of your brand.

Digital Transformation

Digital transformation involves integrating digital technology into all areas of the business and fundamentally changing how you operate and deliver value to customers. It’s about more than just upgrading your IT infrastructure; it’s a cultural change that requires companies to continually challenge the status quo, experiment, and get comfortable with failure.

Mobile Marketing

With the increasing use of smartphones, mobile marketing has become a critical component of digital strategies. This includes optimizing your website for mobile devices, creating mobile apps, and using SMS and MMS marketing. Mobile marketing enables businesses to reach customers on their most personal devices, offering targeted content that enhances the user experience.

Digital Advertising

Digital advertising encompasses various forms of online ads, from pay-per-click (PPC) and display ads to social media and video ads. It offers precise targeting options, enabling businesses to reach specific audiences based on demographics, interests, behaviours, and more. Digital advertising is a powerful tool for increasing brand awareness and driving targeted traffic to your website.

Brand Strategy

A digital brand strategy focuses on building and strengthening your brand’s presence online. It involves creating a consistent brand message across all digital channels, engaging with customers in meaningful ways and monitoring your brand’s online reputation. A strong digital brand strategy enhances recognition, trust, and loyalty among the target audience.

Tech Innovation

Staying abreast of technological innovations can give businesses a competitive edge in their digital strategy. Emerging technologies like AI, VR, AR, and blockchain offer new ways to engage customers, streamline operations, and create unique experiences. By embracing tech innovation, businesses can differentiate themselves in a crowded digital landscape.

In conclusion, a digital strategy is not a one-size-fits-all solution but a tailored approach that aligns with your business goals, customer needs, and market trends. By focusing on these key areas, businesses can navigate the digital landscape more effectively, creating meaningful

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