5 Essential Approaches to Strengthen your Company’s Digital Strategy
It is no secret that If you want to survive in today’s market, you must have a presence online.
People are spending more time online, and marketing resources continue to migrate towards digital as more than 4.6 billion people now use social media.
Here are some of my top suggestions for enhancing your company’s digital strategy based on my experience studying and working in digital marketing.
Conduct a digital audit.
Let’s start with a digital audit. A digital audit analysis all currently used media channels to determine their effectiveness. Essentially understanding what is and isn’t working.
By examining the following elements, you may audit the present state of the following digital marketing initiatives:
Site audit: Address your existing website or current functionality. This requires an analysis of the site analytics on a basic level.
Social and channel audit: Determine which current social media platforms are being used, as well as their purpose and effectiveness.
Email/Mobile marketing audit: Gather relative data about your delivery, open, and click-through rates, are they contrasted with your goals?
After gathering the performance data, your next step is to review, reassess, and modify your marketing strategy.
Create a digital strategy.
It’s now time to plan your digital strategy, which is the initial phase in any approach.
Build a clear plan based on what you want to do and how you want to accomplish it in order for your strategy to support your long-term goals.
Let’s break this down:
Objectives: What high-level accomplishments do you hope to make by when?
Strategy: How will you carry out your plan?
Setting a clear strategy will assist in focusing your efforts on the areas most likely to drive business growth.
Omnichannel publishing.
Omnichannel publishing, what is it? To be omnichannel means you are utilising multiple marketing channels to produce a single user experience.
There once was a time when brand recognition meant emphasising logos, colours, and slogans. But in the ever-changing digital era that we live in, businesses need to integrate customer-centric narratives if they want to stand out.
An omnichannel content strategy requires you to deliver personalised content to every touchpoint across your audience’s entire customer journey.
Furthermore, it is essential to create structured, channel-neutral content to distribute it efficiently to all channels.
Therefore, ensure that your content and use data are managed on a unified customer experience management platform. This not only gives you a uniform view of your content and target groups, but also the valuable data you need to personalise your content.
At KINSHIP digital, we provide solutions and processes for organisations to grow their reputations and take action throughout the entire communications lifecycle.
4. Use online conversation monitoring – focus on conversations not just leads.
Online conversation monitoring allows you to build a solid understanding of what exactly customers and prospects think about your brand by analysing what they say on social channels, in particular:
Brand mentions
Relevant hashtags
Competitor mentions
Industry trends
Social media sentiment analysis is also a key indicator to understand how people feel about a topic. You can use social discussions to achieve genuine business results rather than simply tracking the number of times your company is discussed online.
Being aware of shifts in social sentiment also allows you to respond immediately to unexpected changes.
This real-time sentiment analysis can be powerfully expanded to include images. With the use of visual analysis tools, content can be easily evaluated for its sentiment in relation to a specific brand, mention or even individual.
This can be seamlessly integrated, alongside the sentiment timelines and visual insights, amongst an organisation’s strategy.
The team at KINSHIP digital are here to answer any questions you may have regarding how to listen to online conversations for both public and private industries.
5. Define your target market - consider the audience.
Defining your target audience, not as simple as you think. Let’s consider showing an advertisement during the Super Bowl, although this might seem like a great way to reach as many people as possible, doing so is pricey. Additionally, only a quarter of the viewers would actually be interested in your product.
Knowing that your target audience reads a specific publication or watches a particular show means fewer people will see your ad, but the right people.
Behaviour-based advertising produces targeted adverts. When a company personalises its communications with customers, almost 91 percent of consumers are more motivated to make a purchase.
These selected messages break down audiences into the following segments:
Demographics – who they are
Geographics – country, culture, climate
Psychographics – lifestyle, values, attitudes
Behavioural – purchases, buyer stage
Understanding the core information of your target market enables companies to communicate with customers differently depending on what the brand understands about the client, elevating the customer experience.
At KINSHIP digital our mission is to empower our clients on the journey towards digital maturity, enabling them to realise the business benefits associated with a social and collaborative entity.
As a digital agency, we specialise in understanding, developing, and protecting our clients’ reputations, brands, businesses, and people on modern channels. Through partnering with leading technology providers, we provide customised solutions to empower companies on their digital transformation journey.
We believe that data is the core catalyst of digital customer return on investment and fuels the journey to a better customer experience.
To learn more about these integrations that improve customer experience contact us today!