When first starting a business, most individuals begin by writing a business plan: how the business itself will function, its focus on marketing and sales, the financial background, etc. As a business begins its journey to online platforms, though, it is important to incorporate a new section into that plan, that being a digital strategy.
The difficulty here is how to make sure the digital and business strategy are synchronous and co-exist in a way that complements one another. However, there are several ways to make this a possibility:
Maintain the Company’s Voice
When looking at the digital strategy and business strategy, it should be clear that the two go together, like pieces in the strategic planning puzzle. This may seem straightforward, but your company’s values should be the motivation behind every business decision. Therefore, they need to be expressed in both plans.
Focus on Objectives
What objectives are you trying to achieve by running this business, both short and long-term? Every business owner has a vision for what they want the company to achieve. How does this vision fit in with what you want to accomplish on your digital platforms?
The digital strategy should be the driving force behind achieving your business’s goals. In order for that to be the case, it has to work well with the business strategy.
Stick to the Company Culture
Is your company sales-based or relationship-based? A sales-based approach needs to have a strong selling platform and effective content to help drive sales. The main focus here would be e-commerce. A relationship-based business, however, would require strong social media and website content to engage audiences.
When making sure that your business strategy and digital strategy line up, keep in mind what's at the heart of the company. These key principles and goals are what should be most obvious between the two. Keeping an eye on consistency will ensure that the two plans are working together, as they should.