Digital Strategy – “My business doesn’t need one”

Posted By: Matt Harris

There are more than 7 billion people on the planet, of which over 2.5 billion are internet users and nigh on 2 billion are active on social networks. Oh and there are over 6.5 billion mobile subscribers.

In 2013, the average inhabitant of earth spent around 5 hours per day on the internet.

In 2013 global digital advertising spend surpassed newspapers’ print revenues for the first time ever.

Now try and justify the point that any business doesn’t NEED a digital strategy?!

40 years ago information was read in newspapers, as it still is. Marketing and promotion was also printed (as it still is) and videoed for use on TV ads (as it still is).

So, in essence, if you’re still primarily focusing on these methods of marketing your business then you are employing ancient methods (and still riding your woolly mammoth to work on a daily basis, avoiding the velociraptors on your way over the hills).

A business is a problem-solver; a provider of solutions to ensure others can make their lives easier. Businesses will always exist but ones that embrace and appreciate the power of digital marketing and spending their money on advertising in places where their campaigns are likely to receive the most exposure are, of course, more likely to be successful.

A great strategy is built by looking at the business from the viewpoint of the target audience. This can often be hard to do without the use of a 3rd party as the business stakeholder will obviously see a completely different viewpoint from their customer.

Important strategic stages to achieve the ultimate digital presence:

The website:

A website is a shop window and a problem solver. People haven’t got time to navigate around pages and pages of information to find the page they are looking for. Okay, maybe they do have the time but they certainly don’t have the patience! Your main pages need to be as easy to access as possible. If you’re a health spa and your spa package and pricing page is tucked away 4 or 5 clicks from the homepage whereas your competitor has a direct link on the homepage, you’re losing out. If a customer can’t find what they are looking for then you they will look elsewhere.

Social Media:

An important aspect of the strategy is Social Media. Google is rebelling against the ‘keyword overloading’ that has dominated traditional Search Engine Optimisation for years. Social media is a key part of your search engine rankings.

Aside from the benefits it gives you in terms of search engine exposure, Social Media is also your platform with which to engage with customers that you would otherwise not be able to communicate with. How cool would it be to meet every single one of your customers and find out exactly why they buy from your brand and their opinion on how you could improve your overall service delivery? Aside from being cool, it is incredibly beneficial to revenue.

Content and blogging:

A website page opens………..text pops up then in swivels a photo of your companies’ head office like something out of a 1997 Powerpoint presentation.

People are actually leaving websites without viewing more than a page because of the horribly laid out pages or because they find a tired website that it is in desperate need of some love.

Videos, sliders, sounds, music – each is an attention grabber and another Google-pleasing aspect of a website.

Alongside this, a regular blog is imperative as again it shows the search engines that the site is regularly updated and is relevant. Appoint someone in the company to write once a week or assign someone to write one relevant to your industry.

So get thinking digital now before the online world eats your business for breakfast. Be where your customers are, above your competitors and have an open mind – returns might not happen instantly but, then again, neither did your business.