Digital technology not only serves as an internal tool for companies, but it is also an efficient way to connect with the outside world. Being present on the web is a necessity and companies that do not take advantage of it will lose. Indeed, the traditional media still occupy an important place in marketing campaigns, but they present a notable flaw in terms of the analysis of the scope of the results. So the question is no longer “should your business have a web presence?” but “how can your company take advantage of digital technologies to achieve its objectives and renew itself in order to follow the evolution of these?” “.It is no longer a question of using each of the media in a segmented way, but of using them in synergy in order to present a coherent and effective digital marketing strategy.
A digital strategy, or digital strategy, is the action plan carried out on various online marketing channels of a company in order to achieve its digital communication objectives. These can be channels such as a website, social networks, mobile applications, newsletters, etc.
The usefulness of a digital marketing strategy
Technology facilitates processes, so it is important to have a game plan to use it well. In the past, we had to write a postcard, go to the post office, send it, wait for the person to receive our message and go through the same process in order to receive their reply. Today, we send an email and voila! Performing a task as an employee is much more efficient. Developing a strategy with clear objectives and precise actions thus motivates employees, without forgetting that technology helps them achieve their objectives.
Provide a better experience for your customers
Technology allows you to personalize your communications with your customers. Not only will they be happy to receive targeted rather than general messages, but it will bring you greater engagement from them and a better return on investment.
Take advantage of business opportunities
Technological supports as well as the media allow you to reach potential customers or obtain better visibility on the Web. Having a strategy will optimize your digital marketing and therefore be more effective for your business development.
How do you see your digital efforts and how do you plan to integrate your digital strategy into your overall communications strategy? The two must be consistent and the actions taken must go in the same direction to be effective.
1. Digital Market Analysis
Analyze the technologies present on the market and the trends related to them. Several studies are made each year on digital trends that you can access for free.
Digital marketing strategy statistics*According to a study conducted by the Digital Transformation Academy of Laval University
With these data, it is obvious that any company should be present on at least one social media. Observing these technology statistics will help you predict which digital trends will benefit your business so you don’t miss any business opportunities.
2. Create value
Once you’ve analyzed the market, you’ll be able to see where you stand against your competitors. But how do you add value to your products and services?
3. Define your personas
A persona is the profile of your target customer. If you haven’t figured out your personas yet, get started now! You definitely need it to properly address your digital communications, but your sales department will also benefit from it to generate leads . To do this, equip yourself with well-founded analyzes and observations, since simple assumptions could lead you down the wrong path.
Here is an example of a detailed form for a persona, where you note all the information relevant to your company with regard to qualitative and quantitative information. Please note that this information is for example only and that it will be up to you to note down the information that your business needs to reach its target customers.
4. Set your digital goals
In order to properly measure your return on investment, you must have clear objectives, starting with your business development. Indeed, if you don’t have a sales goal, how can you set numerical goals? Here are some examples of goals you could set for yourself:
