At Vervology, we do a lot to help small businesses with their digital strategies. However, there is quite a bit of confusion regarding what digital strategy actually is and can do for your business. As a crucial aspect to any business plan, the Vervology Team feels that it’s important to clear up some of the confusion around the term “digital strategy.”
That’s the goal of today’s article. We’ll be taking a look at what some people may think the term means, quell any rumors or misunderstandings, as well as share a few examples of what a digital strategy looks like in action.
Digital Strategy: Vervology’s Definition
In our philosophy, we have defined digital strategy as such:
“Defines the why, what, where, and when of your online presence; a plan or roadmap; to enhance a business’s online presence; creative problem-solving through strategic planning.”
It's intentional and calculated, while also creative and original. No two businesses will have the same digital strategy. And with more and more being expected from small businesses’ online presence, it’s an absolute necessity in order to guide everything you do online.
To be clear, there is no one specific way to describe a digital strategy, considering they can look different, depending on the business’s needs. Think of it as an action plan, one that’s absolutely essential to the health of your company online.
Expectation: Digital Strategies are Complicated
While there may be some nuances that those outside of the digital sphere are unfamiliar with, at its core, a digital strategy should not be confusing. It should be laid out in a way that is clear to understand, particularly in the context of your business and goals.
For instance, you may have a few social media profiles for your business. You post once or twice a week and are seeing some engagement, but maybe not at the level you’re hoping for. A digital strategy can help solve your engagement problem. By doing some research into the optimal number of times to post each week, at what time of the day your customers are most likely to interact with your content, and mixing up your posts to create fresh content, you’ll most likely see an increase in engagement.
Although it tends to be more encompassing, bringing in every part of your online presence, this is just one way that a digital strategy can help guide you to reach your business goals.
Expectation: Digital Strategies Focus Mainly on Social Media
While social media may be a big part of digital strategy, it is also not the only notable aspect. A digital strategy comprises all facets of your online presence. This may include your social media profiles, but it also takes things like your website, its content, and its design and security into account. Without a website built to engage and delight customers, social media alone cannot house all of your business’s pertinent information. Yet, only 36% of small businesses don't have a website.
A digital strategy works to make sure your social media and website are working in harmony and that you have an action plan for how to be effective on both channels. It can help increase your brand reach and voice to ensure that people know about your business and are actively engaging with your content.
For instance, you may have some strong content going up on your social media, but now customers are looking for more information. They want blog posts, galleries of your work, and possibly even a place to buy your products online.
The best way to achieve this is through a fully-recognized website that is secure, well laid-out and designed, and receiving continuous updates. A digital strategy can help make this website a reality, while also connecting it to your social media profiles and the wider online community at large.
Expectation: Digital Strategy is the End Stage for Digital Transformation
Developing and implementing a digital strategy is an important and essential step in the digital transformation process. However, you cannot have a digital strategy and expect your process from there to be over.
Digital strategies take development and tweaking. What may work for your business online this month may change during the next. It’s important to have the flexibility to pivot your strategy as the need arises (or even before).
So, while a digital strategy is entirely necessary for actively reaching and engaging your audience, there probably isn’t a “final stage” when dealing with your website or social media profiles. The internet is constantly changing, as are the needs and expectations of your customers. Be ready and willing to change course continuously, staying on top of emerging trends.
Putting It All Together
A digital strategy may sound complicated at first, but it truly doesn’t have to be. Taking into consideration all the needs of your business and customers is the first step toward developing and improving your online presence. From there, a digital strategy can be an action plan to help guide you as you engage customers, fill out your online presence, and develop your business’s online persona.
While constructing a digital strategy may sound intimidating, you don’t have to go through the transformation alone. Vervology is here to guide you and build a digital strategy that is personalized to the unique needs of your business. If you’re ready to take the next step to improving your digital storefront, get in touch. We’re always happy to help and support you.