Building An Effective Digital Strategy In 6 Steps Part One
1 – Analyze Your Market Situation
Before you consider building your digital strategy, start with a little introspection about your business and thinking about the state of the current market.
Define your strengths and weaknesses but also the market opportunities and external threats to consider.
Ask yourself the following questions:
- How does your company look in terms of sales?
- How does it compare with competitors (market share, positioning...)?
- What is your public logo design image? Good, bad, non-existent?
- Does your offer meet a public need? Does it meet its expectations?
2 – Define The Objectives of Your Digital Strategy
Your digital strategy must focus on SMART objectives and indicators. The SMART method consists of five indicators:
Specific: A specific objective must be directly related to the work to be carried out: it must be personalized. This objective must be exclusive to your company. It must be clear, precise and understandable by all.
Measurable: A measurable objective must be quantified or qualified.
Achievable: An achievable goal is one that represents a challenge to be achieved and is large and ambitious enough to be motivating.
Realistic: A realistic goal is able to anticipate the obstacles you will encounter and avoid abandonment.
Timely: A time-defined objective is clearly defined in time, at a specific date.
These indicators are all variables that enable you to achieve your digital marketing strategy goals.
3 – Analyze Your Competitors’ Digital Strategy
Your competitors have the same goals as you. It is therefore interesting and instructive to see what methods they use to achieve their digital strategy.
This can help you spot what works and what doesn’t, to inspire you, and more to differentiate and do better.
For example, in a market like SaaS B2B, which is very competitive, being able to differentiate from what competitors offer becomes vital to exist and not to blend in with the masses.
- Who are these competitors?
- What are their strengths and weaknesses?
- How do they communicate with your target?
- On what media?
The answers to these questions are all ways to develop your own e-marketing strategy.