What is digital strategy anyway?

NO, IT’S NOT A DUMB QUESTION. 

Every business -- every PERSON -- in today’s world has a digital footprint. Unless you’re a spy in which case this article is probably not for you. But everyone else, come on along. 

Think about it. You have an email address. You probably have at least one social media account. Now, think about your business. It probably has a website, maybe a newsletter, and a social account. You probably also have goals. Maybe it’s to increase sales or awareness of your product or services. Maybe you want to save the world with your product. Maybe you’d like to do both at the same time. 

Your digital strategy pulls everything together and makes everything work in support of your goals. 

In large companies, digital strategy can often feel like an afterthought. Where big departments like marketing, sales, and client services don’t always work in tandem, it can be especially hard to get everyone on the same page in support of a digital strategy. Sections of businesses can work in silos. But ultimately, your digital strategy should pull in all aspects of your business because after all, everyone should be working toward the same goals. 

For smaller companies, it can be daunting to figure out where to even start with digital strategy. You get on Twitter because you think you should be there because your competitors are, but you don’t have the time or the interest to post regularly. Maybe you’re not even sure what you should say to begin with.  

That’s where building your digital strategy comes in. Your strategy outlines your goals, what your target audience is, what platforms you’ll focus on, what types of content you’ll produce, and how you’ll measure success. From there, you can align all your platforms with the same messaging in support of your business goals. 

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