A successful strategy can be divided into four parts:

  • Narrative
  • Channels
  • Interaction
  • Planning

Narrative

Who is your business and why do your customers care? Set the scene. What is your goal? 

Channels

What are the targets for telling your story? 

Interaction

How will your audience interact with your content?

Planning

How will this get done?

Establishing an online presence for your business just doesn't mean getting a website and creating a Facebook page.

Chances are very good that your real-life competitors will already be competing you in the online space. Unless you have a set of clear strategic goals with respect to what you want to achieve online, not only will you not be able to achieve the targets but you’ll also miss a great opportunity to gain new customers and collect analytical data on your current ones.

The first step in the process of defining a digital strategy is to determine the primary goal behind the reason to establish a staunch online presence. Do you intend to sell a product from a website? Do you just want to raise brand awareness? Or do you merely want to keep the customer updated with the latest happenings?

Defining this early on in the process will make the rest of it easier to navigate through. For example let’s say you run a company designing boutique software. In this case not only will you want a strong social presence via Twitter and Facebook to let your users know when a new update is out, you’d also want them to be able to go to your website and download the latest updates.

It is not necessary to do what everybody else in niche is doing. The more tailored your digital strategy is to your own needs, the better you will do. An ad hoc run-of-the-mill plan will probably cost you more than it will yield. It is crucial for the overall plan to follow a structure, which is designed around the core idea or the main goal that you plan to achieve.

You have to take in stock all the different aspects of your brand while devising the digital strategy. Where is your target market located? What are the age and sex demographics of your consumer base? What is the general opinion your target consumer base has about your brand? If you have a vast consumer base then segregating them based on various parameters certainly helps.

Knowing your consumer base well helps you focus your efforts to the section that will yield the best results. It also helps you cut the effort and time that would go wasted if you were to target the general masses. For example if you’re a clothing brand targeting the demographic of girls between 20 and 28 years old, then you are perhaps better off restricting your social strategies to Instagram and Pinterest rather than YouTube or Twitter.

Given the complexities involved in this process, it’s not a surprise that a large number of businesses choose to go for external digital strategy consultants. This mostly involves hiring an agency that provides digital strategy services and letting them design and manage the whole process for you.

After all, a staunch online presence can yield sweet results over a period of time and it’s best that you let the experts handle it.