Digital Strategy Basics
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In June 2013 I presented to NetSquared Adelaide a brief overview of the key considerations when developing a digital marketing strategy.
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Digital Strategy Basics
- 7. Aims Broad and general. The foundation of a digital strategy; what you want to achieve, e.g. • Build brand awareness • Improve online presence • Built brand loyalty • Increase enquiries • Increase sales
- 8. Objectives Specific and measurable. • Build brand awareness • Increase website traffic • Increase Facebook Page likes • Increase Twitter followers • Increase email database • Built brand loyalty • Increase Facebook Page post likes, comments and shares • Increase Twitter mentions and conversations • Increase enquiries • Increase sales
- 9. Audiences • Be specific • Demographics: age, gender, location • Psychographics: interests, purchase habits, activities by time of day • Focus on ideal customers • Develop buyer personas
- 10. Brand Personality • The language, tone and content (including visual graphics) should reflect overarching brand • Provides focus and consistency • Perhaps consider a famous personality that embodies brand’s characteristics • Document writing and update style, e.g. punctuation, habits (phrases, use of emoticons, slang etc)
- 12. Initiatives • Content Strategy • Channel Strategy • Campaign Strategy
- 14. Content Strategy Created content: • Original content that you (or your business/brand) create and share. Collated content: • Content from other sources that is relevant to your brand and audiences, that you share, e.g. news articles and blog posts from other sources.
- 15. Content Strategy “Evergreen” content: • Generic content that is always relevant, and can be published at anytime. • May be season or weather related, but still generic. • Can also be repeated. • e.g. quotes, tips. Time-specific content: • News and updates that should be published/shared as they happen.
- 16. Content Strategy Different media types: • Text (could be created/shared as images). • Images and photos. • Videos. • News articles and blog posts. • Infographics.
- 17. Content Strategy Different content types: • Quotes. • Tips and advice. • Related resources. • News and updates (own or related). • Features and benefits. • Special offers.
- 23. Analytics • Develop targets based on Aims and Objectives. • What can be measured on each channel? • What is most important? • How frequently will you review it? • What other KPIs need to be considered? • What can be automated? e.g. Google Analytics emailed reports
- 25. Implementation Plan • If existing channels, what updates are required? • If new channels, what set up is necessary? • Consider ongoing engagement tactics for each (content calendar).
- 26. Content Calendar • Editorial calendar • General plan for the whole year • Highlight key events/activities/campaigns • Weekly updates calendar • What to post when (and by whom) • Content log • Place to save new ideas or repeating content
- 27. Morning: • Facebook • Twitter • LinkedIn • Email Tues Wed Thurs Fri Sat Sun Midday: • Facebook • Twitter • LinkedIn • YouTube Afternoon: • Facebook • Twitter • LinkedIn Evening: • Facebook • Twitter • LinkedIn Mon Content log: • New recipe • Funny picture Motivation New blog Newsletter New blog New video
- 29. Summary • Aims and Objectives • Target Audiences • Brand Personality • Content Strategy • Channel Strategy • Campaign Strategy • Analytics / Measurement Strategy • Implementation Plan • Content Calendar • Ongoing Maintenance, Review and Refinement