The new year has just begun and it is time to plan the future of the company over the coming months. To develop an effective digital strategy, it is advisable to proceed step by step.
Step 1: take stock
Before we look into the future and aim for new goals, we must look at the past. Now is the time to wonder how the company evolved in 2021.
It is necessary to analyse its digital activity through the various media used and first analyse the results of its website
First of all, we must take stock of our traffic by analysing both quantitative and qualitatively. If the number of visitors is actually taken into account in this audit, the behaviour of Internet users is also scrutinized. The latter is visualized thanks to the rebound rate and the conversion rate. In the image of the customer's behaviour in the shop, the user's journey is carefully analysed to determine the strengths and weaknesses of the website.
Take the time to also look at the proper functioning of its website. All technical problems (e.g. error page, connection problem...) encountered during the previous year are listed.
In parallel, the technical audit also seeks to identify malfunctions that may cause discomfort to the visitor, such as too long a loading time or poor layout.
The various actions carried out in the past year are divided into two categories: those that worked, and those that failed.
The next step is to understand the reasons for these successes and failures.
Next, we need to look at the results in terms of SEO strategy and take into account the relevance of keywords, the semantic richness of content and the positioning of the site on search engines. Off-site techniques (i.e. actions outside the website) are also analysed: partnerships with other platforms, social networks, advertising campaigns, etc.
This first analysis of its digital activity over the past 12 months will serve as a basis for the new targets of 2022.
Step 2: Target new goals
The objectives guide the action plan logically to achieve concrete results.
It is advisable to refer to the SMART method to select its objectives. A Smart lens is Specific, Measurable, Achievable, Realizable and Temporel. This method avoids excess ambition and gives precise goals.
The objectives must meet a demand: to differentiate from competition, to have a better search engine listing, to retain more customers, etc. This allows us to know which indicators to look at to judge the practical effectiveness of the objectives.
These are the KPI (Key Performance Indicators), also called Key Performance Indicators. Its numerical data to quantify the real effect of the strategy on Internet users.
Step 3: Determine the nature of the typical client
The basis for a successful digital strategy is to know your customers well. What are their needs, desires, principles, motivations and brakes?
Their place of residence, social class and financial resources are also taken into account. This is called customer segmentation.
Far from being annoyed, this analysis helps estimate the positioning of its brand among the public. This then allows us to decide on the actions to be implemented to broaden and retain prospects.
Step 4: Define an action plan
It's time to get to the heart of the subject! Finally, it is time to decide on the actions to be implemented within a coherent plan.
Possible actions are based on four specific areas of marketing: the price of the product, the digital space where customers can consult and buy the product, the promotion of the product from customers, and the product itself. This is the principle of marketing mix.
By dividing the fields of action on four aspects of the product sold, marketing mix allows to prioritize the priorities of the action plan. It thus avoids the development of manoeuvres not relevant to the objectives.
Step 5: What action levers for 2022?
2022 succeeds two difficult years, marked by beatings following successive confinements and the difficult recovery of the economy.
Consumer habits and expectations have changed accordingly. Action levers now focus on specific communication channels:
- social networks (Facebook, Instagram, Youtube, TikTok...) which now include sales options;
- search engines that not only analyze keywords, but search intentions of Internet users;
- ultra-secure payment software, including multiple payment.
These three criteria are the main levers on which to play, in order to gain the confidence of Internet users in 2022.
Step 6: Calculate Budget
This is probably the most tedious step. Yet it is also the most essential. The implementation of a digital strategy implies a more or less significant financial investment.
The budget shall be calculated by determining the amount of the budget for each axis of action. This approach makes it possible to visualize, in a simple and clear way, the total expenditure to be expected across the strategy. It also helps to avoid unnecessary expenditure.
Step 7: Establish Planning
Now that the objectives and actions to achieve them are determined, they must be staggered over 12 months.
The planning allows to visualize the implementation of the action plan in a concrete way. Is all the actions planned feasible over a whole year? What are the highlights of the year to be expected (this can be a specific period, such as holidays or holidays).
Planning is also a valuable help in maintaining its strategy over time.