How to Build a Successful Digital Strategy

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One of the most common mistakes when planning an online communication strategy is to believe that you already know what to say and, above all, how to say it .

As with any business decision, to optimize a digital strategy accurate mobile phone number list you need to not fall too much in love with your own ideas and take a more objective look at the market, target and competitors .

A good starting point can be a SWOT analysis in terms of communication, on which to establish a starting scenario and set objectives and KPIs ( Key Performance Indicators ).

The next step, and an absolutely necessary one, is the analysis of competitors and their online strategy: who are they targeting?

What tone of voice? What numbers do they reach? What keywords have they chosen?

These are some of the questions to ask yourself when undertaking serious benchmarking with competitors (but not necessarily direct competitors).

But there is a crucial question, more important than all of these: how am I different from them?

The differential advantage over competitors is the thing that must be clear from all our online communications, and 9 times out of 10 it does not concern the product or the price (unless you can sell original Rolexes for the price of a Swatch), but revolves around "how" I offer a service or a product .

Maybe with innovative formulas, or by offering a customer care with honors, this depends on us.

Although this article is structured as a sort of sequential checklist, it is worth emphasizing that some steps are synchronous and part of the same process: the definition of the target audience , for example, comes to life as the analysis takes place .

Thus, an initial identikit of our ideal client takes shape with the SWOT and is refined as we delve into the competitor analysis.

However, each step can take on the appearance of the Alessandro Borghese of digital marketing : it can confirm or overturn the result.

Define and position!
A brand communicated blindly will most likely end up like the message in a bottle entrusted to the waves by a castaway.

Communicating without having a clear idea of ​​who we are and above all what we want is a waste of ink, bytes and above all time.

If we have worked well in the analytical phase we can give a face and an audience to our creature , but even more importantly, a position from which to propose its message .

The position , to put it simply, is the “mental place” where our customers must store our brand .

Let me give you an example: if I say “fast red car”? You see the prancing horse too, right?