Digital
strategy
With the digital marketing strategy, we outline the plan of online marketing activities, set a vision, set the goals and priorities, and measure the success of the planned actions.
- We help set the main goal of your web appearance based on your capabilities and capacities.
- We outline an ideal buyer.
- We assess your competition and target groups and choose the most appropriate communication means and channels.
- We determine the appropriate types of content (blogs, photos, videos, podcasts, infographics, etc.) to target your customers.
An efficient and well optimised website is the foundation
When we start discussing your digital strategy, we first examine the existing website. This is where it usually all starts and ends. If the website is poorly optimised in terms of technical aspects and content, if it does not attract visitors and if it does not deliver organic search results, the first thing the digital marketing strategy includes is certainly the creation of a new and better website. The aim of the redesign is better SEO and improved content.
Analysis of the current web appearance
The review and analysis of the existing web appearance is the first phase of your digital strategy. If we don’t know where we are, it is difficult to plan where we’re going and where we want to get. Therefore, it is crucial to be aware of the current situation to move ahead. The easiest way is to type our keywords in Google and quickly figure out where we are.
We can quickly see which competitors are ahead or behind us in terms of organic searches, and who is already being promoted by Google advertising. For an in-depth assessment and analysis of web appearance, we use tools such as Google’s tools: Google Analytics, Trends, Search console, Tag manager, Keyword planner, Pagespeed; and other tools, such as Moz, Ahrefs, etc. These tools provide insight into the actual situation even more comprehensively.
Each tool has its own purpose and all data can be assigned to one of the 3 main foundations of SEO.
Technical optimisation of the website – what is the website like:
It is a set of data through which browsers evaluate the site. This includes the speed and sequence of elements loading, responsiveness to our clicks, flexibility to adapt to various devices, readability, content size and many other data.
Reputation/authority/ranking of the website
Includes all other information that does not belong to one of the other two categories according to which Google ranks the website. This information contains all data related to how trustworthy and authentic a website is. This includes information such as domain age and approximate visit, the most however being the number and, above all, the quality of external links to the website. The term off-site SEO is often used for this.
Content optimisation – what is on the website and where will it be displayed:
Google only displays our website among the search results if the content on the website is the same or associated with the search string that a person enters into the search engine. There are many factors that affect the ranking, such as the amount of text, the quality of the sentences, what words are entered, etc.
What are the key needs, expectations, goals?
In order to prepare a good digital strategy, both the client and the provider must cooperate actively. We talk to you a lot to get to know you the best we can. The easiest way is, of course, in person at Verovškova 55 in our meeting room with a beautiful view, via a video call (Zoom, MS Teams, Skype, etc.), or by phone. At the beginning, we encourage you to tell who you are and what you do. We have noticed that only few people are eager to talk a lot. They don’t know how to boast a bit so we try to obtain as many useful facts and data as possible through targeted questions. When we obtain the basic and crucial information, we can advise you accordingly. If we don’t know you well and thoroughly enough, all our advice will mean nothing. At this point, we draft the key needs and expectations that you want to meet.
Different levels of digital development, taking into account the rules of the industry, the diversity of products and services, the situation on the Slovenian and international markets, the age of the company, the brand’s image, and many other factors guide us when setting the right goals. If we want to bring as many visitors to the website as possible, the main purpose will be filling the sales funnel and generating quality leads. We will most likely include content marketing and website optimisation into your digital strategy.
Despite the fact that purchasing habits have changed and online sales are rising exponentially, there is also more competition and products available. When direct online sales are your fundamental goal, we focus all activities towards this goal.
In the purchasing decision-making process, the brand nowadays plays an important role. Typically, building a brand is already outlined in the business strategy and it is a good idea to further upgrade that goal in the digital strategy. In this case, the main purpose is to improve and raise the brand awareness.
Who is our ideal buyer?
It is always useful to outline our ideal buyer. It is even better to try to walk in their shoes and capture their needs. We use different quantitative and qualitative methods to create various personas. If we are already collecting customer data (Google Analytics), it is best to work with those. However, we can also use other methods, such as surveys, interviews, and wider market research. What is important is to define the buyer precisely. For example, let’s say our customer is a natural person. Nowadays, age, gender and location are absolutely not enough to identify a real persona. It is necessary to consider their hobbies, favourite TV shows, books, music, sports, interests, purchasing habits, and all other details that define the target buyer.
What is the most appropriate communication channel?
The choice of online channels for the communication with customers depends on all previous steps: the current state of your web appearance, the set goals, the ideal buyer profile, and ultimately the business model. Most frequently, we start with activities to achieve a higher ranking in search engines. The basic activities are: on-site SEO of the website finding the right keywords, personalising the content, building a Google friendly structure, considering user experience (UX) on the page, and optimisation of the website speed. We can further upgrade this with off-site SEO or by building network links.
Depending on the target group and purpose, we advise you which online communication channels to choose. Google Advertising (Google Ads) is usually recommended when the competition in your industry has a strong online presence or where organic SEO is not sufficient for your needs, either because of the ratio between the demand and providers, or because of a more complex SEO that may result from the fact that your product mix is very diverse (e.g. eCommerce website with a very varied product assortment).
In the vast amount of social networks, choosing the right channel is a rather difficult task if we have not taken all the previous steps. If we know exactly what the goal of the digital strategy is and who our ideal buyer is, the choice of the right social network for advertising is much simpler. Facebook, LinkedIn, Instagram, YouTube – these are just a few of the most recommended and most commonly used social networks. Each network is only suitable for a particular method and advertising goal.
Email marketing was more popular years ago and is only recommended for highly targeted advertising nowadays. As a communication channel, we recommend it for special industries, especially to build trust and keep in touch with the customers.
What kind of content will we choose?
Static content on websites or in online stores has long ceased to be enough for a successful and efficient growth of a company online. Content marketing is becoming an increasingly important element in the digital transformation for achieving better results online. Adequate and attractive web content is crucial in addressing a clearly defined audience. Depending on the set goal, on the target buyers and channels, we will advise you which type of content would be appropriate for you (videos, blogs, tips and tricks, articles, images, infographics, podcasts, webinars, forums, social networks, emails, etc.).
Monitoring of the defined actions
We use different methods and programmes to monitor the defined actions. Some websites require actions to be checked several times a day, which requires their additional adjustment and setup. For others, it is enough to be checked only a few times a week to see if everything goes as planned in the digital marketing strategy. To assess the performance, we use Google tools, such as Google Analytics and Google Search Console, as well as other tools, such as Ahref, Moz, etc.