Wednesday, July 29, 2015

7 Points to keep in mind when going Digital

As I work with new clients helping them make the best of Digital media, or when I interact with some of my older clients helping them plan newer growth strategies, there are some key points that I find myself repeating over & over again. Some get it immediately while others take time. So I thought why not put down a few key points that are critical to anybody who is using or planning to use Digital for their business.

So here goes:
  1. Tie in all your digital presence. Is your website connected to your blog, and your social media presence? Is your pinterest page connected to your e-commerce site? Is your blog helping you draw more customers for your product or service on your website? Is your app notification helping you increase app opens and are these then helping you increase product or service sales ? Is your e-mail marketing helping you get people back to the site or to interact with you on social? Tie in your presence with your goals. Also tie in your offline presence with your digital presence.



  2. Make sure your connected digital presence is helping your customers or target audience. e.g. Are they able to know about your new collection from your social post or app notification, see the range immediately on your pinterest board and buy it from your website or e-commerce channel?



  3. Understand that you do not have to be on all social media, but only where it's relevant. Know your business, your audience and what you want to achieve before you choose the social media to be on. It's not about being on all possible Social media but being on the right ones for you, and then, doing the right things there.



  4. Remember this is an interactive medium so try and interact. Do not just broadcast - have conversations. Engage with people. A website can be more than just a brochure. Social posts can be much more than just announcements. Don't just push. Pull. Also make sure you respond to user queries & problems quickly and positively.



  5. Measure everything. Have analytics in place and use what you learn, to change, modify and improve results. The advantage of the Digital Medium is that it is measurable. So if you are not measuring visits to your website, user demographics and behavior, social media analytics etc then you not making full use of the medium. Your visitors, members, followers, what they do, when they do it, what they react to, is all there for you to see and learn, so use it. Test changes, see results and change again.



  6. Use Marketing. First market on your website, your blog, your e-mail communication, your social presence, your mobile app, and then use marketing such as SEO, SEM, Social Media Advertising, Mobile advertising, Affiliate marketing, etc. Here again run tests, measure the response and test again.
  7. Keep testing and changing. We still have a huge overhang of traditional media where we made brochures once in a few years or ad campaigns that lasted for a while. In Digital Change is the only constant so keep changing, measuring, and change again. A website once made is not done. A social media page is not something you make once and forget . Technology is changing, how and where people access is changing, and what you can do there is changing too.


While there are many things that can be added here, and many more if we get into the details of each, just keeping the above seven in mind should help you as you go about making your Digital Strategy and then implementing it.

Please feel free to add your points to the above and do write back with comments.

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