Jason Windle from The Dux Digital talks to us about how companies can adopt effective digital strategies …
Pretty much every business on the planet nowadays has a digital face. Whether that be a website, social media accounts, a blog or a combination of these, most businesses have some form of presence online.
Latest research suggests that the average person spends almost half of their waking day online1. The internet is now equivalent to the 1950s shopping mall: brimming with enthusiastic consumers! So it’s more important than it has ever been to have your digital “Dux” in a row…
Busy shopping mall. Source: National Archives
The internet is handy for a lot of things, especially finding services and researching businesses. We’ve all been there, right? The bathroom tap is dripping so out comes the phone/tablet/laptop and we type “plumbers near me” in the Google search bar. We then spend the next half an hour or so studying the first page of Google (because going beyond the first page just isn’t the done thing. What is even on the second page? Let me know in the comments)2. We check the reviews and websites of the first few businesses that are suggested to us and then compile a shortlist of those we like the look of. Job done. Easy-peasy.
Well, what if your business doesn’t have a professional looking brand/website, or enough good reviews? What if it isn’t appearing on the first page of Google? What if you aren’t reaching your desired target audience? Would you know?
“Digital strategy” is all about understanding how your business is currently performing, who makes up your client base and using that information to develop and implement an effective plan which helps you reach your target audience and grow your business online.
Like most things, there’s a process to this and a bag full of tools that can be called upon to assist:
1. Understanding your business
This is one of, if not the, most important steps and it is often overlooked. This is where you strip everything back and consider things like: how does your business work? Who are your clients? How is your business performing online? What area/s of the business are you looking to grow? Where do you sit amongst your competitors? Asking yourself these questions gives you a rounded view of your business which helps form the foundation of your digital strategy and the beginnings of a route forward.
2. Researching and understanding your client base
Here we need to understand who makes up your existing client base and who you’re trying to target. What do your clients want/need? How do they tend to operate online? For example, we worked with a business recently whose client base was predominantly made up of those lucky ones amongst us blessed with wisdom and maturity (people aged 50 and above). The social platform most commonly used by people of that particular demographic is Facebook3. This gave us valuable insight into how the business’s target audience interacted online and allowed us to implement features familiar to the consumer which optimised their experience by reducing cognitive load and frustration leading to lower rates of abandonment.
3. Solutions and planning
Now you have a firm grip on what you want to achieve for your business, what makes it unique, who your target audience is and their online habits, you can start developing a strategy. Time to dip into the aforementioned bag of tools:
Brand development: your brand is like your coat of arms. It’s your identity and what makes you stand out. Is your brand striking a chord with your target audience? Does your logo, colour palette, typography resonate and give the impression you want it to? Do you need to refresh your brand to rejuvenate your business and generate interest and momentum?
Website design and optimisation: your website is your digital shop window and it’s often the first port of call for people searching online. How is your current website performing? Is it sending the right message? Do you know how much traffic you’re getting and where that traffic is coming from? Is your website achieving what you want it to achieve? Does it need redesigning or optimising to make it more efficient and effective? Are you appearing prominently enough on search engines?
Reviews: most people read reviews as part of their filtering process, whether that’s on Google, Trustpilot, TripAdvisor or wherever they can find them. We put a lot of trust in our fellow consumer’s opinions4. How are you performing from a customer care perspective? Do you need to look at putting a process in place to encourage and collect more reviews from your loyal customers?
Social media: Nearly 85% of people in the UK use social media5. It can therefore be a very powerful marketing tool for businesses, if used properly. How much of a presence do you have on social media? Are you using the right platforms to reach your target audience? Do you have a plan for content to ensure you’re relevant and consistent?
Online advertising: so your branding and website are ticking all of the boxes – you look the real deal. But you’re just not getting the enquiries. Are you missing out on footfall because you simply aren’t visible? Would you benefit from strategic online advertising (Google, Facebook, Instagram etc.) to help you stand out and allow you to reach the people you want to reach?
Here at The Dux Digital, we specialise in digital strategy. Based in the heart of Brentwood, we work with a range of businesses (from start-ups, to SMEs and corporates) across a number of different sectors (from health and beauty to leisure, entertainment, education and construction) to elevate their online presence and put their stamp on their industry.
If you think your business could benefit from harnessing the power of digital strategy, then please get in touch for a free, no obligation consultation: 01277 218 212 or email@example.com.
Or visit us at www.thedux.digital.
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