From a personal standpoint, when I think about how I’m going to tackle my next digital strategy, I think of the Coldplay song called The Scientist. The video that plays in reverse, starting with the end and working its way to how it got there. For me, without putting the cart before the horse, I first develop a strategy by taking a look at the end result that I’d like to achieve and ask myself if this is a realistic goal that aligns with my overall business objective.
Secondly, I recommend that you create a road map highlighting the steps required to take in order to achieve your end goal. Then, I would get the ball rolling by researching the customer market and develop an understanding of their online behaviors and trends. Trend spotting can be discovered through multiple channels such as trendsmap, hootsuite, or radian6, to name a few.
It’s also important to review the most popular online tools and ask yourself if any of these match the tone for your digital strategy without straying from your brands identity.
After that, take a peak at what the competition is doing. Seek out their areas of strength and where they need improvement. This can be used as a reference guide when building your own campaign. For instance: gather best practices including what to do and what not to do.
When creating your own strategy, ensure your audience will be able to relate to your message. Create an emotion that captures their attention, keeping them retained and taking on your call to action (if there is one).
Once you considered all of these areas, its time to put evaluate your campaign needs. Ask yourself if all of your resources are in place? Do you have a large enough team to get the job done in a timely fashion? Is there an end date to this strategy or is it ongoing?
Lastly you measure your success. Appropriate metrics can differ based on your objectives. If it is social media that has increased your ROI, the dollar values can be measured according to when a campaign was launched versus when it was not. Hit rates to one’s website can also be measured which can identify your online traffic flow.
Well, I hope this helps to some degree. Wishing you all the best with your next campaign.