5 Resolutions For A Better Digital Strategy
Do you want your brand to have a better digital strategy, whether in marketing or e-commerce - or both? This post is for you, a great place to start. Almost two years after initially publishing this article in the midst of a pandemic, I feel it still applies and is a great place to start!
Without further ado, here is some insight to improving your digital strategy this year.
1. Clearly defined goals mixed with flexibility
A cliché but a classic, because before you know it, you'll be drowning in deadlines and projects. Have clear messages set up.Where are you going? Why? How is that relevant for your brand? If your target audience or customers are not gen Z, maybe you should focus on the UX of your mobile site instead of a Tik Tok or YouTube content strategy? This is a plain example, but it illustrates the importance of setting your focus towards the right digital angle.
What are you going to say, how and who in your team is going to do what?
However... if last year has taught us anything, it's the importance of pivoting and flexibility. If the most unexpected * sigh * happens, what are you going to do? Do you have a crisis plan? Do you have variable options? Or better yet, do you have a strategy that allows you to be flexible without canceling out days if not weeks of hard work? It's easier said than done, but having no plan at all is the worst of all options in my humble opinion.
2. Analyse your data – it's still so underrated!
When it comes to improving the digital strategy for your brand, data is a mine of gold, provided that you're willing to dig! Making weekly and/or monthly dashboards or tables. If Google Analytics scares you – and I can easily understand why! Install it anyways and give it 3 to 5 weeks time to collect data while you take some time and binge on some tutorials.
You can also use this time to look at sources you already have. Your social media, online shop, newsletters collect data automatically and provide simpler beginner-friendly reports. And if you have already analysed those, try to associate these numbers with events, dates or commercial actions. Try to translate the numbers... if that makes sense!
3. Work with experts
There is a reason why there a people specialized in one specific area, from SEO to UX, Social Media Marketing and more. So many brands are struggling on so many levels. Some of them don't even know where to begin, and that is perfectly understandable.
If you can't afford an expert long-time, book one or two sessions with someone who's field is more general. This is helpful when you don't know from where to start – social media, website optimisation, SEO, Facebook ads? There are so many options. Analysing your data can also help you understand in which digital field do you might need more help. Get networking!
4. Get the keywords and start digging
When I first became interested in digital marketing and digital strategy in branding, the number of abbreviations and codenames seemed so scary. If you know you should be improving in a specific field – for example SEO – but don't know where to start, here's what I would do and still do.
Typing “5 mistakes in [insert your field of struggle]” or “How to” on Google might seem simplistic. However it's a great way to get started and get valuable insight and keywords.
Get the keywords and start digging! Once you've acquired keywords or specific termins in the field where you need help, you can find even more insightful sources. When it comes to Googling, I find the rules of simple questions and precise keywords work best.
You can also set up a Google alert for a field that you are interested in to get the newest insight to your inbox every week or even daily. You can also join related Facebook groups where you can ask for advice from people in the same field who often have similar issues.
5. Learn one little step at the time, and have fun with it!
While finding your way through a jungle of data, finding the right fix for the right problem might result in a confusing hours long Google search.
Google's Digital Garage offers a wide variety of free online courses – longer or shorter depending on your needs and time available.
Other than that, don't forget to have fun with it. The digital field is fast-paced and there is always something new to learn for everyone, even for the most experienced experts. Give yourself time to test and learn. Overnight results are not the best of goals to set, but little hacks found on blogs here and there or from experts can help you go – and grow – a long way!
Those were my 5 New Year Resolutions for a better digital strategy! Which ones of these do you plan to use? Do you have any other insightful tips?
This post was first published on January 14, 2021.