We are living in a digitally-driven world. As society moves further into this digital space, brands are compelled to follow its lead and boost their presence online. A comprehensive digital strategy seeks to optimize all the potential touchpoints with the brand throughout the customer journey online. These various components, when executed effectively, work in conjunction with one another to help shape consumer perceptions and strengthen the brand.
1. Mobile-Friendly Website
Above all else, your website is fundamental to your digital strategy. While it establishing this presence is an essential first step, it is not enough to just put something out there never to think of again. Your website needs to be adaptable to grow with your business and with your consumers. Even more importantly, it needs to be user-friendly with a responsive web design to be compatible with mobile devices along with a desktop. Over 50% of consumers used their phones to searching online in 2018 alone. As this number is sure to increase, you should ensure a positive user experience (UX) by making sure their view is optimized no matter what device they are using.
2. Active Social Media Accounts
Social media has unmistakably captivated our attentions. The vast majority of your customers are likely active on several social media platforms. In order to engage with them in a meaningful and relevant way, your digital strategy needs to ensure you’re present where they are. Your brand needs to be at the forefront of their conversations and be involved in their daily lives. Social media is a great tool to get people talking about your brand and stay ahead of current trends. However, it may not make sense for your brand to be active on every social media platform out there. You should therefore evaluate which platforms your target consumers use so you can communicate with them effectively.
3. Manage Online Reviews
Your customers are online whether you are or not. They can use various digital platforms to spread the word about your brand. This can be beneficial when they say good things, but consumers are more likely to air their grievances than share positive experiences. Knowing this, it is a good advantageous to monitor reviews on platforms like Yelp and Google Reviews as part of your digital strategy. You should try to respond to legitimate negative reviews. Responding with a simple, kind response can show consumers that your brand is professional and cares about its customers. This helps to build and manage your brand’s reputation.
4. Varied Digital Advertisements
Employing paid ads within your digital strategy can be effective at generating brand awareness and boost traffic to your site. You want your brand to stay in front of your customers as much as possible, especially when they are making a purchase decision. With strategically placed digital ads, you can encourage consumers to engage with your brand at the right moment to achieve conversion.
Building up your online presence is an on-going, never-ending process. As consumer trends shift, your digital strategy will also have to evolve to keep up. Although this can sound daunting, it is an incredibly important investment for your brand to maintain its strength and stand the test of time.