Digital Strategy Checklist for 2020
You know you’ve been here – posting content on social platforms without a strategy, running ads without proper tracking and then attempting to figure out your ROI, or trying to understand the digital landscape and how to grow your company‘s online presence. You see other businesses prospering so you know it works. Impulsively, you find yourself diving in headfirst on digital trends without truly understanding the strategy and tactics and hoping you will meet your goals. 2020 is right around the corner and business owners are revising and improving their current digital strategy. Shouldn’t you be too?
It’s always best to start with the basics, making sure your first steps in digital marketing set your business up for long term success.
Begin by determining what channels your business should be on and then make sure your clients and prospects can find you. We recommend a digital strategy that includes the following foundational elements:
- Business Listings
- Social Media Platforms like Facebook, LinkedIn and Instagram
- Google My Business
Here’s a little tip – think mobile first!
Over a decade ago everything shifted to local search and now 82% of smartphone users conduct ‘near me’ searches with many of these resulting in direct purchases and/or inquiries.
A key part of any digital strategy should include ‘reach’.
Reach involves getting in front of your audience either organically or via paid search. There are several components to reach:
- Search Engine Optimization
- PPC (Pay-per-click)
- Search Ads
- Display Ads
- Retargeting Ads
Your digital strategy should involve both organic and paid search based on your target audience, their behaviors, pain points, demographics and more.
Engaging content speaks to the stages of the buying journey, helping to attract potential customers to take action. For example, a blog post, when presented at the right stage of the purchase process and to the right audience, can help educate, establish trust and lead to a sale.
We recommend a mix of these types of content:
- Social Media Posts
- Online Brochures
A successful digital strategy is more than just a few social posts or paid ads. It starts with a strong foundation, includes a plan to grow your reach and is backed by a steady stream of relevant content.