It is no secret that the digital space is an extremely fast paced environment. Developing the right digital strategy is paramount but not insurmountable.

To help you develop a winning strategy we have outlined how you, as a business leader, can take control. We provide the framework that will make your business more agile with the ability to respond quickly to digital transformation. The flow on effect of this is that your business will be able to encourage innovation and ultimately achieve its goals.

Have a clear strategic direction

Has your business taken the time to implement clear considered goals? If you have a clear strategic direction then your goals should be able to easily identify your online value proposition, tell your key marketing message, and succinctly explain your conversion plan. Many experts argue that it is strategy, not technology, that initiates digital revolution. Creating goals that are ambitious, transformational, and realistic have the ability to focus your digital drive.

  • Ambitious goals help you plan for the long-term and understand where to pool your resources.
  • Transformational goals should emphasise where changes need to be made. An evaluation of analytics can give a great indication of what needs modification and where value can be added.
  • Realistic goals need to be measured against market perceptions. Those who make the goals must also believe in them.

Recognise your position in the online market

Do you truly understand your online marketplace? This is a two-stage process. Firstly, you must understand your customer. It is crucial to know your customer profile, their likely behaviours, online habits, and digital consumption patterns. Utilise analytics and feedback tools to understand your potential customers intimately. When you understand how they think and interact with your business online, you can plan your digital strategy accordingly.

Secondly, you must understand your competition. Targeted market research can help you identify the strengths and weaknesses of your online competitors. It focuses your attention on opportunities for growth and identifies gaps in the market.

Have a clear, authoritative online value proposition

A clear, authoritative online value proposition is a key pillar of any digital strategy. Broadly speaking an online value proposition identifies your unique selling point (USP). To understand your USP, ask yourself these two questions. Does your business have a well-defined assertion that explains clearly what you offer as your product or service? Furthermore, does it convey how you provide a solution and how that delivers unique value to your customer?

A great online value proposition will help you differentiate from your competitors. If you cannot succinctly identify your USP in a few sentences it is time to revisit this strategic element.

Be integrated

It is easy to identify that your digital marketing strategy needs to be integrated. But it is much harder to extrapolate in detail what this actually looks like. A good place to start is to isolate and pinpoint which digital outlets are converting and prompting your business influence. Once you have identified which channels convert, you can integrate your digital strategy with this multi-stage process:

  1. Recognise your target audience – As noted early in the article, knowing your audience will help you plan what digital content will achieve the greatest results.
  2. Sync content and digital strategies – Ensure that content syncs across digital channels and provides consistency across your marketing campaigns. Of course, you can allow for nuances in digital channels but the overarching themes should remain consistent.
  3. Align your digital teams – Following on from the previous point it is important to ensure that your digital team are on the same page and organised to work in close collaboration. This way you can maximise your digital effect across channels.
  4. Constantly gauge your success – Measuring the success of your content should always be a crucial step of your integration. Gauging the performance of each digital channel regularly will help you pool your resources effectively and capitalise on the right areas to make gains.

Plan and allocate your digital resources

A great digital marketing strategy will employ people with specialist e-commerce and e-marketing skills. Quality people in digital roles will save you a lot of time and money in outsourcing costs.

Remember it is always advantageous to have someone on the inside that understands the intricacies of your business.

Encourage agility

Inspiring digital innovation from business leaders is a crucial step of any digital strategy. Unfortunately, this point is often overlooked because of the potential higher costs often involved in research and development. This short-term thinking can narrow the capabilities of your digital team, and stifle any long-term innovation gains and cost-savings.

The top businesses are always looking for new, innovative strategies to make expansions on their online audience and build their online presence. Embolden your digital team to attempt new methodologies and empower them to keep your business agile.

Optimise your analytics

All businesses keep analytics. However, it is what you do with them that is important when creating a winning digital strategy. Do your business leaders sit down and review your analytics regularly. And, do the analytics fit in well with overall business goals and your digital strategy? Utilising analytics is the link between business leaders and the digital team. It allows both parties to discuss what is working and what needs tinkering. Meeting regularly also allows business leaders to be proactive and act on changes before it is too late.

Furthermore, a strong understanding of analytics creates a great foundation for your overall digital strategy. Once you can accurately review performance it is then possible to strive for improvement in little increments. You can begin to make gains across all digital channels.

Having a clear strategic direction allows businesses to pool resources and channel their energy effectively to make online improvements. Keeping in sync with your digital team also allows businesses to stay agile and optimise performance.


Is your business developing its own digital strategy? If you’re looking to improve your insights, performance or analytics, speak to the team at TestPoint today and learn how our software solutions and testing can be tailored to suit your needs.

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Author: TestPoint