In the inbound marketing age, where branding and digital technology plays a huge role in marketing a product or service, it is important to have a digital strategy that aligns with your company’s needs and goals.
Today’s customers expect a whole lot form a brand because they interact with different kinds of competitive brands daily so it falls on a brand to define the customer’s journey as swift, seamless and personalized as much as possible.
To achieve this feat, businesses must begin to see from the customers’ point of view. This means that they must not only understand their customer’s point of need but also understand why they do what they do. A digital strategy helps to make this easier for a business.
A digital strategy is a blueprint that shows how your business solves problems and meet business objectives.
How do start to create a digital strategy?
To create a digital strategy that aligns with your company’s objective, you have to map out the following:
- Your Buyer Persona- This is the first point of creating a strategy that meets your business needs because if you don’t know who you are selling to, the chances of scaling and doing the right that your market audience needs are slim. First, you have to know who is ideal for your product. By doing this, you understand your target customer’s age, location, lifestyle, their pain points, their needs, where they are online and the kind of experience they crave for.
- Create A Content Strategy- After you have defined who you want to sell to, you need to create contents that will market you to them. Unlike traditional marketing, inbound marketing feeds on and relies on content. Content is everything! You have to create a strategic content calendar that aligns with your business goals as well as your customer’s pain points. This means that for every content you create, you must be targeting your customer’s specific needs and challenges.
- Map Out Your Customer Journey- After creating a content strategy, the next thing is to map out the journey of your customer. In simple terms, this is simply a sales funnel. Here, you explain in a pyramid kind of chart, how your customer moves from the point of connecting with your business to the point of conversion. A sales funnel captures the content your customer feeds on through till they buy from you. It explains how your customers move from the awareness stage to Conversion Stage. Here is what a sales funnel looks likes:
- Identify The Right Channels for your business- After you have mapped out who you want to sell to( buyer persona), how you want to sell (content marketing), how your customers buy from you( sales funnel), the next is to identify “where “ you want to sell to them. Here, you identify the right channels for your business. This largely depends on where your target audience is. If your target audience is on Facebook, that’s where you should be!
- Identify The Metrics That Matters To Your Business- Having done the above-listed things now is time for you to define the metrics that matter to your business. At the end of a period of time, what do you hope to achieve? This depends on the stage you are in your business. If you are a new brand, for instance, your focus for a period of 1 or 3 months could be awareness and engagement. So the metrics that align with this goal is the number of likes and followers on social media. There are different metrics for different goals.
Now that you know what a digital strategy looks like, how about you go create one or better still send us a brief here to create one for you.