Digital Strategy Basics

Erica NisticoScout Digital Marketing

@enistico @ScoutSocialfacebook.com/ScoutSocial

scoutdm.com.au

DisclaimerThis is my approach to developing a digital strategy…

Strategy vs Implementation

Don’t get confused between the two.You may also require additional resources,

e.g. implementation plan, budget.

Why a Strategy?Provides focus.

Benchmark to measure against.Documented for multiple team members.

letsgraph.com

Aims and ObjectivesThe foundation of any strategy.

AimsBroad and general.

The foundation of a digital strategy; what you want to achieve, e.g.

• Build brand awareness

• Improve online presence

• Built brand loyalty

• Increase enquiries

• Increase sales

ObjectivesSpecific and measurable.

• Build brand awareness• Increase website traffic• Increase Facebook Page likes• Increase Twitter followers• Increase email database

• Built brand loyalty• Increase Facebook Page post likes, comments and

shares• Increase Twitter mentions and conversations

• Increase enquiries

• Increase sales

Audiences

• Be specific

• Demographics: age, gender, location

• Psychographics: interests, purchase habits, activities by time of day

• Focus on ideal customers

• Develop buyer personas

Brand Personality

• The language, tone and content (including visual graphics) should reflect overarching brand

• Provides focus and consistency

• Perhaps consider a famous personality that embodies brand’s characteristics

• Document writing and update style, e.g. punctuation, habits (phrases, use of emoticons, slang etc)

Initiatives(or Engagement Tactics)

Aims, Objectives and Audiences provide focus for relevant digital and social media marketing activities.

Initiatives

• Content Strategy

• Channel Strategy

• Campaign Strategy

Content StrategyWhat content is relevant to your brand,

of interest to your audiences, and will assist to achieve aims and objectives?

Content Strategy

Created content:

• Original content that you (or your business/brand) create and share.

Collated content:

• Content from other sources that is relevant to your brand and audiences, that you share, e.g. news articles and blog posts from other sources.

Content Strategy

“Evergreen” content:

• Generic content that is always relevant, and can be published at anytime.

• May be season or weather related, but still generic.

• Can also be repeated.

• e.g. quotes, tips.

Time-specific content:

• News and updates that should be published/shared as they happen.

Content Strategy

Different media types:

• Text (could be created/shared as images).

• Images and photos.

• Videos.

• News articles and blog posts.

• Infographics.

Content Strategy

Different content types:

• Quotes.

• Tips and advice.

• Related resources.

• News and updates (own or related).

• Features and benefits.

• Special offers.

Channel StrategyWhat channels are your target audiences using?What channels are best suited to your content?

What channels will assist in achieving your aims and objectives?How many channels can you (realistically) maintain?

Campaign Strategy

Additional “blast” activities to complement day-to-day activities, e.g. social media competitions, email

campaigns, online advertising campaigns etc.

AnalyticsWhat to measure to track results against

initial Aims and Objectives.

Analytics

• Develop targets based on Aims and Objectives.

• What can be measured on each channel?

• What is most important?

• How frequently will you review it?

• What other KPIs need to be considered?

• What can be automated? e.g. Google Analytics emailed reports

Implementation Plan

If existing channels, what updates are required?If new channels, what set up is required?

Priorities and planned roll out.

Implementation Plan

• If existing channels, what updates are required?

• If new channels, what set up is necessary?

• Consider ongoing engagement tactics for each (content calendar).

Content Calendar

• Editorial calendar• General plan for the whole year• Highlight key events/activities/campaigns

• Weekly updates calendar• What to post when (and by whom)

• Content log• Place to save new ideas or repeating content

Morning:• Facebook• Twitter• LinkedIn• Email

Tues Wed Thurs Fri Sat Sun

Midday:• Facebook• Twitter• LinkedIn• YouTubeAfternoon:• Facebook• Twitter• LinkedInEvening:• Facebook• Twitter• LinkedIn

Mon

Content log:• New recipe• Funny picture

Motivation

New blogNewsletter

New blog

New video

Ongoing Maintenance and Refinement

Use results and experiences to refine activities and overall strategy.

Summary

• Aims and Objectives

• Target Audiences

• Brand Personality

• Content Strategy

• Channel Strategy

• Campaign Strategy

• Analytics / Measurement Strategy

• Implementation Plan

• Content Calendar

• Ongoing Maintenance, Review and Refinement

Aims and Objectives

Audiences

Brand Personality

Content Channels

CampaignsAnalytics

Digital Strategy

Thank you!Any questions?

Download the outline of this presentation at scoutdm.com.au/DSB.pdf

@enistico @ScoutSocialfacebook.com/ScoutSocial

scoutdm.com.au