Step 1: Analysis, touchpoints and assets
A digital business strategy depends on services, existing products and future innovation potential. However, this essentially also includes the entirety of touchpoints, channels, content and conversion tools right up to after sales service and reputation management. In-house processes, workflows and the internal communication are also integrated.
Step 2: Channels for customer loyalty, customer addressing right up to the online shop
The digital channels that existing and future customers are found on are decided by the selection of the channels used. Some here tend to be more suitable for emotional brand staging and customer loyalty, while others are suitable for spontaneous purchasing impulses or individual customer dialogue. And of course not forgetting the web shop, via which products, services and even content can be positioned.
- Marketing strategy
- Digital target groups analysis
- Development of digital channels
- Content strategies and SEO
- Competitive advantage
- Optimised experience
- Improved workflows
Step 3: Integrate owned, earned and paid content
Ultimately the definition of channels and addressing determines the type and format of the content. The possibilities range here from editorial formats to activity information through to the specific use of user-generated content. It’s especially beneficial here to also integrate experience reports, test reports or customer recommendations into the content strategy. And paid content formats also provide a basis here for the digital scope and coverage.
Step 4: Making content findable is part of the digital marketing strategy
Search Engine Optimization (SEO) is now also part of the basis for preparing digital content, especially in the B2B area. Because the individual character of the special products and services here pays directly into the potential for findability in Google etc. Meaning: Storytelling is also ideal for B2B. Besides, the use of Search Engine Marketing (SEM) is also a fixed component of an expedient digital strategy.
Designing and implementing the digital strategy requires experts
Where an online presence once applied as a successful step into digitisation, today digital strategies and digital marketing strategies are far more complex. Not only do they transform the marketing and the entire communication into the digital context, but rather they also integrate existing and future business models. An integrated approach to be sustainably successful is important here.