Why is digital strategy important?
A strategy may be defined as an indication of the measures and resource allocation necessary to achieve a target. It is all about setting proper targets, setting plans and prioritising actions.
When we talk about a digital strategy, the focus will obviously be on the digital channels.
First of all, you have to be aware of what you want to achieve. Read about how to set good objectives Here.
The next step is to understand how much you have already achieved. Of course, a gap will arise. To make the gap as close as possible, you need to choose the correct digital actions.
See also this video for a good explanation of the concept of digital strategy.
What problem should we solve for our business?
Think about what you want to solve:
- More attention, more physical traffic to the stores?
- Do you want to start a new business or do rebranding?
- Get direct conversions?
- Drive engagement?
Only after you have identified which problems need to be solved can you start implementing the correct strategy in the right channels. In this article, the focus will be on search engines as channel.
Tip 1 - Uncover the intention behind the search
According to Yoast, search intension (or user intervention) a concept used to describe the purpose of an online search.
There is often a reason why someone does a specific search. Does anyone search because they have a question and want a answer? Do they want to visit a specific website? Or are they looking for something they want to buy? Many of these different kinds of searches form parts of a customer journey.
Focus on what the audience is looking for, and build natural content around these themes. You can use different tools to figure out what people are looking for.
It is also important to focus on current content rather than specific keywords themes, as the trend for voice searching among others is increasing.
Analyze your customers' questions about your business, location or destination. These questions capture both speech and common searches.
Build pages and contents around these questions, as they are very relevant to your user. Make sure to provide answers that are informative and help you solve the customer's problem. Search terms are still important, but should not be the only focus of your content.
Do you have any marketing products that can meet your customer needs? If not, start making them.
Marketing agents are often adapted to content and may be presentations, brochures, e-mail campaigns and other advertising goods used to market products or services. The means may be:
- EBooks
- Blog Entry
- Guides
- Apper
- Videos / YouTube
- Images
- Social/Mix media devices
Tips 2 - Configure digital elements according to content strategy.
Look at your whole set of elements through the customer's eye. These must correspond to the type of content that customers actually need.
Tips 3 – Focus Items
According to Google, an object is defined as: a thing or concept that is singular, unique, well defined and distinguishable from other objects.
It is important to understand that an object does not necessarily have to be a physical object. It could also be a color, a date, an idea or something else.
Google also uses articles to make decisions, and it is important to exploit them. For example, forms on online banking websites operate product sales. A bank is not just a financial institution. It has different economic products where each of these has different objects.
And once we know this information, we can adjust our forms. According to Search Engine Journal, a simple adaptation can lead to a 20-30% increase in organic traffic.
Retrieved from Search Engine Journal
Read more about articles in this article from Search Engine Journal.
Tip 4 – Integrate common questions on several platforms.
There are solutions to support the changing landscape in search of more and more consumers using personal assistants.
For example, the Search Engine Journal provides a platform for companies to customize all FAQs for voice searching. The terms can be obtained from Google, Bing, Yelp and Séhrush.
Milestone's platform provides a practical dashboard to ask questions and manage answers. It allows for cooperation.
Tip 5 - Streb after having the best possible user experience.
You need to mix all channels to really interact with the user. Your website should score high on, among others:
- Authority
- Technical SEO
- Relevance
- Speed
- Clickability
Optimize also by including forms and videos.
Think about speed. Evaluate your website with Think about Google tools.
Speed – retrieved from Search Engine Journal
Tips 6 – Have a holistic approach across all channels.
By 2020, we need to create a comprehensive digital strategy to adapt the company's objectives to the SERP.
You have to determine the effect you need to measure before you decide the channel.
Do you need help with your digital strategy in 2020? Contact an unauthorized chat. Together, we will find a solution to your digital challenges.