To create a digital strategy, it is necessary to analyze the target audience, competitors, and select relevant promotion channels. Next, we will consider in detail each of the stages of creating a digital strategy.
Goal setting
Among the primary goals on which the development of a digital strategy is based, we can highlight general marketing, communication and media. Their specification depends on what product is being promoted, what stage of development it is at, what target audience the marketing is aimed at, what tools are chosen for its implementation. But in any case, the ultimate goal is to increase sales and profits.
Goal setting
So, the primary goals at twitter data package the beginning of a startup's development, when the product is introduced to the market, will be:
general marketing – informing about the product and creating a need for it;
communication – demonstrating that the product is capable of solving the consumer’s problem;
media – impact on various segments of the target audience.
Depending on the tools used for digital strategy, the following examples of primary goals can be given: increase recognition and attract new clients, if we are talking about branding and PR; increase traffic, the number of leads with optimization of their cost; increase the average check for performance. In the process of startup development, the tasks will be reviewed and combined in various combinations.
Competitor Analysis
At this stage, they study the competitive environment and determine the startup's position in it. To do this, you need to identify two or three main competitors and compare your company or product with competitors.
The result should be an understanding of your strengths and weaknesses. This will help you find areas where you can outpace your competitors. As a result, the audience can see the competitive advantages of your product and understand that it better meets their needs. Another useful step is to understand what tools your competitors successfully use and adopt what makes their digital marketing strategy effective.
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Target audience research
To build a successful digital strategy for a startup, you need to know your end user and understand their needs. Since the target audience can be vast and consist of different groups of people, it is better to divide it into segments. It is convenient to do this by creating several representatives of the target audience that will have the same characteristics. This will reduce the likelihood of making a mistake associated with generalizing the image of the client.
You can divide your audience into segments based on the following characteristics:
socio-demographic (taking into account gender, age, presence of children of clients, etc.);
profession, field of activity;
territorial feature;
interests and hobbies;
behavioral characteristics (whether they rely on expert opinions or reviews from other consumers, whether they prefer online shopping, etc.).
At this stage, it is necessary to create a customer journey for each described type of key consumers. If we take an online tourism service as an example, we can identify the following target audience segments based on various features:
people who prefer to travel alone;
young couples;
families with children;
pensioners.
Next, a detailed analysis of the behavior of representatives of each group, which they demonstrate when choosing a product, is carried out. On this basis, those benefits that will be most valuable for this sector are proposed, and the most effective methods of influence are selected.