Everyone knows that the recipe for success is a solid plan. After all, if you fail to plan, you plan to fail! A true statement in life as it is in business. If you don’t take the time to pen a clear digital strategy for your company, things are going to be a lot harder.
The necessary ingredients for a robust digital strategy aren’t hard to find. It takes a little time, effort, and dedication: just like everything worthwhile in life. Here’s the best way to cook up a plan that will impress you, colleagues and clients alike.
What is a Digital Strategy Anyway?
Starting from the very top, let’s take a quick look at what a digital strategy is. It should fit in with your business plan, becoming an integral part of its operation. Essentially, it is the part of your business plan that exists online and should include all the steps necessary to conquer the market.
Digital Strategy Types: Which One is Perfect for You?
It’s challenging to distil digital strategies into three main categories, but this guide focuses on the basics. So, we’re keeping things simple to give you the best start. Below, you will find three main categories, and when you should use them:
- Positional: This is the best type of strategy to use when you are defending as a long-term position in the market. Most often, this means there isn’t a great deal of change. So you can build and maintain your strategic fortress, as well as making small adaptations where they’re needed.
- Leveraging: This is the best method in a market which is less predictable, but you have some influence over. It’s all about making smart moves and keeping one step ahead of your opponent – a little like chess.
- Opportunity: This type of strategy is all about timing because you don’t know when opportunities are coming, or how long they will last. The most important thing is to set up so you can capitalise on every occasion that sails your way.
Things to Consider When Creating a Digital Strategy
Now that you’re ready to get out there and create your digital strategy, there are a few things you need to consider during the building process. You’ll find each of the key factors below.
#1 Your Website
‘“Your website is the window to your company, and it’s the first thing a customer will see when they are researching your business or product” says Vaibhah CEO of RankWatch.
Every website, no matter their purpose, should have these features:
- Explain who you are and what you do on the first page. Never assume visitors are familiar with your company, even if you operate globally.
- Optimise for search engines, even if it is the basics, as this will improve rankings.
- Make sure you optimise for use on mobile devices. Over half of your visitors will come from there, so don’t neglect that channel.
#2 Social Media
Social media is amazing for two things: organic reach and digital marketing. More people are turning to social media when they research a company, so you need to have a strong presence. At the very least, be present on the ‘Big Three’ (Facebook, Twitter, Instagram) to have a substantial impact and appear reputable. Use tools like Brand24 to track social media mentions.
#3 Keyword Research
This is an integral part of any digital strategy, and you can use keyword rank trackers like AccuRanker to help. This tool allows you to view how keywords on your website are performing. You can use features like Search Volume to help identify the keywords you want to target. This lets you know where your strategy is paying off, and where you might want to change things a little.
#4 Agreeing KPIs
A key performance indicator (KPI), measures business objectives. You can use these in tandem with the keyword research above, again using AccuRanker. For example, you can filter and search for keywords that have a search volume of 1,000 or higher as well as a Local Pack on the SERP. After, you can save these segments for a team to access. These are important for monitoring your digital strategy.
Monitoring Your Digital Strategy
Now that you have created your digital strategy and are ready to implement it, you need to see if it’s working. This is a vital stage in the process because if you don’t keep an eye on things, you won’t know if it’s working.
You can monitor overall domain performance with a keyword rank checker like AccuRanker. This includes Share of Voice and Top Competitors, which give a clear view of your performance against competitors. You will also be able to see if the content is dropping in SERPs, and make quick changes to prevent a further decline in rankings as a result.
You can also use AccuRanker to monitor the progress of your targeted keywords. This means you can see which keywords your competitors are targeting, and see if you are moving into the top SERP results due to your actions.
The reports from this tool are also fully customisable, as well as automated so that you can update clients and colleagues instantly. The data is provided in one central location for easy access.
I hope that this has helped you start creating your perfect digital strategy. There is a lot to consider, but with a little time and patience, you will reap the rewards.
Building a strategy is a lot like cooking, and by the end of it, you will quickly realise that it was worth all the time and effort. Just keep the advice mentioned above in mind, and follow our basic steps to success. Once you have these mastered, you can move onto more complex aims.