February 11, 2017

How to build your digital strategy framework

“More than ever, brands require a digital strategy, making your brand fit for purpose to embrace the right digital channels”.

Too many organisations put tactics before strategy. This framework seeks to reverse this issue by helping to reconnect the brand, the wider organisation and how digital channels can be used to your best advantage.

By building a solid foundation,  the digital strategy framework helps to reconnect the certain stages of your transformation, as highlighted the chart below.

 

 

A deep audit should be considered for each platform and the tactics used to enhance the brand by each platform. A thorough audit of each channel together with the current tactics being used are audited.

An audit of your brands platforms (or channels) uncovers your current position as well as opportunities to consider to further enhance your channels in meeting not only business objectives but how they support and enhance the brand and the wider organisation. Specific areas analysed include:

To help build a picture and get a better understanding of the current situation and health of channels – areas focused on include:

  • On page optimisation
  • Robots.txt
  • Site Speed
  • Inbound link audit
  • Key landing pages
  • Social channels
  • Mobile Site performance

Competitor Research

Competitors are also audited based on their platform performance and their points of difference, online value proposition, motivations, SWOT analysis and bench-marking report.

 

Creating customer personas helps brings to life who your existing customers are and what their motivations are. Persona creation also helps to get buy-in across your organisation in helping to paint a picture and bring to life your customer profiles. By understanding your audience, it helps brands to align their proposition to what their customers really want, through what platform and how.

 

Persona creation also helps to get buy-in across your organisation in helping to paint a picture and bring to life your customer profiles. By understanding your audience, it helps brands to align their proposition to what their customers really want, through what platform and how.

Areas focused on include:

  • Social Listening
  • Customer touchpoints
  • Interviews with suppliers, customers, staff, stakeholders