The eight steps to setting digital objectives
Helping our clients define what they want to achieve, and just not the tools and channels they want to use, is the first and most important step on the digital journey, says Phew Internet’s Studio Manager, Kern Roderick-Jones.
It can be daunting when you realise you want to improve the digital capabilities of your business but you don’t know how to go about planning and making those improvements. I’ve outlined eight steps which I hope will break the strategy process down and prompt some new ways of thinking.
Your business objectives and how digital technologies can support them. Often this step takes the longest and holds potential to stall your overall progress in digital developments. Ask yourself whether digital can drive increased revenue, cost-savings, growth and user or customer base. Can it help reach new customers through new channels like m-commerce or online live chat? Will it improve brand experience and customer satisfaction?
Recruit an agency and/or team that want to achieve what you do.
Set a strategy
Define and set goals and project milestones for what can be implemented, how and when – and also define what might affect these such as budget, resource or other projects
Look at the channels at your disposal – which are relevant?
- PPC – choose from a combination of search, affiliate marketing, mobile and display
- Software and development
- Social media
- Blogs and email marketing
What are the specific digital objectives and indicators?
- Qualitative: increase in brand awareness, engagement and the content read or technologies used
- Quantitative: measures like improving conversion to online sale, shopping basket value, newsletter readers or open rates, reducing the number of inbound email customer service enquiries are useful to set out
How does it all work? Do your own research and meet new people to draw in new ways of doing things.
For customers, clients and users through the digital services you offer.
Tell them about anything new!
Ask for advice from those customers, clients and users. What do they think, how can you improve?
Analyse, evaluate, make iterations and return to your objectives.
And repeat. The beauty and challenge of the digital industry is it – and consumers – are evolving every day.
We can help and support your business to set strategic goals, get in touch to discuss.
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