Sep 15, 2017

A digital strategy is far more than a Facebook page or a website in today’s world—it’s a plan to connect your message to your target audiences through the right digital tools and platforms. Whether you’re a seasoned veteran or a rookie, as you’re building your digital strategy for the upcoming year, these ideas can help you get started.

Create A Strong Search Strategy

Gone are the days that a business could rely on clients and potential customers to contact them through a yellow pages listing. Today, the majority of customers are finding out about services and products through search engines like Google, Yahoo, and Bing. With this in mind, it is more critical than ever to rank high in search engines for relevant key words. You can develop a strong search strategy through the following:

  • Search Engine Optimization (SEO): Create content that is relevant to your site users and consistently uses important key words throughout body content and titles on your site. You can also increase SEO by ensuring that your website is responsive and that design standards and coding meet the most current specification for search engines. By focusing on these areas, you can help ensure the highest possible score among search engines.
  • Search Engine Marketing (SEM): Developing a search engine strategy that gets premium placements in results that appear above all organic listings is critical. SEM text ads can offer several options, such click to call functionality, click throughs to a lead generation form, or the ability for you to show up whenever a user is searching your competitor’s name.

Establish A Social Media Presence

Building a strong social media strategy is increasingly important to brands, as social platforms provide opportunities to directly engage with prospective customers, increase brand awareness, and drive traffic to your website.  When developing your social strategy, it is important to consider the following:

  • Keep Content Relevant & Engaging: Social content should be relevant and engaging to your audience. Unlike newspaper or billboards, social media is a two-way form of communication and should be used to drive a conversation between your brand and consumers.
  • Define Your Voice: It is important that you define what your brand voice is on social platforms and ensure that everyone on your internal corporate team and agency and vendor partners communicates in that voice.
  • Be Transparent: When engaging with your audience, make sure to be transparent and always respond when possible. For example, if someone posts a negative comment, rather than deleting it or ignoring the comment, make sure to be proactive and see what you can do to make the situation better.

Find A Trusted Partner

The word “digital” means different things to different people—it could mean everything from setting up a Facebook page to streaming advertising on Spotify or creating an email blast or banner ad for a website. For this reason, it is critical to have a digital partner that works with your team to identify specific goals for your digital efforts and develop a targeted strategy that will help you achieve the desired metrics. When selecting a partner, it is also wise to find a company that provides a wide range of digital capabilities, including content creation, social media strategy, development, and paid media.

Diversify Your Digital Efforts

There is no longer any one form of media that has mass reach network TV or a drive-time radio once had.  When creating a digital strategy, it is important to keep all your bases covered by developing a modern and responsive website, creating relevant and engaging content, building a strong social media presence across different platforms, and leveraging search engine marketing and paid advertisements to drive brand awareness and website traffic.

It’s not easy to navigate the ever-changing digital waters, but with trusted partners and the right strategy, it can be a game changer for your business. If you’re interested in learning more about how to create a digital strategy that will help you achieve your specific marketing and sales goals, reach out to our Media Buyer, Beth Burson at