The expert Business Management tutors at CursosFemxa.es have detected two basic shortcomings in the business plans of new entrepreneurs. On the one hand, the difficulty in correctly defining the business model and on the other, the lack of specificity in the digital strategy.
We have already talked about the model for generating income and other factors when creating a company in this blog, and you also have a free ebook detailing the entire process of creating a business plan… So we will focus on the digital strategy.
In this post we will guide you to avoid making mistakes in basic aspects and we will give you the keys to learn more and develop a complete and effective digital strategy.
In these times, no one would consider starting a business venture without taking into account the use of digital marketing tools. What is done is to start without an adequate 2.0 communication plan that includes the digital strategy to be carried out. The choice of channels to use, and the different functions of each of them is something that is not usually recorded. This leads to various problems when planning and executing actions and tactics.
4 steps needed to set up a digital strategy
Sector knowledge. Benchmarking.
We can't be too clever, playing at being a Community Manager comes at a very high price. This really cool figure is not a guy who retweets others, he is a professional with a very high knowledge of his sector and the tools he uses. He is the first prescriber of the company's products and must know them inside out... and his sector of activity.
Do we know our company's competitive positioning? That is, what level of the market are we at? Price level and competitive strategy will mark the first step to know who we are competing with. The following steps will affect how the competition communicates in order to assess how we are going to do it. This would involve benchmarking to learn from the good practices of competitors.
Conclusion: Study the competition before deciding anything.
Competitors fighting for their digital strategy
Audience awareness. Target audience.
Do you know who you are targeting? In other words, do you know your customer profile? Selling to 16-year-old boys is not the same as selling to 45-year-old mothers. I know it seems too obvious, but trust me, it is not so obvious. The social media that each one uses and the way they consume information is different. A blog can be the wrong tool and a YouTube channel, or a Tik Tok account the right one (or vice versa). Also identify the tone to communicate, adapt your language to the people and the context of your messages.
The eternal question is: how do I know? Well, with experience. You may already have it because you are not new to the sector, so you already have basic data. Other times you have an intuition, but you are not clear about it. In this case, your own activity and the flow of the business will tell you so; you just have to pay attention to how your commercial management evolves.
Social platforms, like Facebook, for example, provide user data, so as you grow, pay attention to it.
Actively listen to your audience, through comments and direct messages little by little you will learn more until you have your own personalized audience.
Save the audiences you set up in your online advertising campaigns and study which one best suits the target audience you are looking for for your products.
Open space with an audience, choose an audience for your digital strategy
Network strategy. Keywords, channels, positioning.
I assume this section is exactly what you were thinking of as a strategy. That's right, but don't rush into it, take the two steps above first.
It's time to make decisions. Please make them consistent. Consider that you are going to provide the business with a digital identity and this must be consistent across all the channels you use. You are certainly going to set up a website... take your time in deciding on the domain. Think together and try to make sure that the names of the networks and tools you use are the same. Clients will thank you when they search for you.
Use digital marketing tools like Semrush or Google Ads keyword tools to find out how you should appear on the Internet. Based on this, you will make it easier for your users to find you. This is nothing more than defining the “keyword set”, in short, the set of keywords for which you want to rank in search engines. Don’t trust that your brand will rank and be found easily (sometimes it isn’t like that either…) most likely no one will search for your brand directly, but rather for services and products like those you offer, so be prepared and look for sets of words that are relevant to your activity.
More decisions: Which channels (and with what function) am kuwait phone number I going to use?
Here are some key ideas:
Use your page as a repository of detailed information about your business and make it the focal point of your SEO strategies . You can use different subpages to try to redirect traffic based on specific keywords.
Aim for a broad reach to promote activities and products. Use Facebook 's advertising features to reach specific customer segments.
Google my business. Improve your local positioning with the help of Google using its own tools.
Instagram or Pinterest, depending on the type of business, will help you share its most visual side and drive traffic to the website.
Post regularly on your blog to provide value-added content based on your experience. Don't try to sell directly, but include both external and internal links and consider including advertising or affiliate marketing campaigns.
Include a video sub-strategy . Even if you are not the king of YouTube, explaining your commercial offer in video can be interesting on its own or to embed in the blog and website. Also, consider the latest video content networks: Tik Tok is a reality and more and more brands are using this medium.
Use external media , the previous examples are our own and we control them directly, consider doing marketing with influencers or guest blogging .
Options for choosing keywords for your digital strategy
Monitoring the digital strategy
You're probably already prepared to use analytics, but we're also including in this step some more basic things that help you in your sales work:
Check your social media notifications daily and respond to your users. This is your best way to gain credibility. Social media can be a great way to provide customer service.