1. Digital communication, first step: evaluate the initial situation
The first thing to do is to map the starting situation. Maybe this is your first real strategic approach to digital communication, but today it is really difficult for a company not to be present on the web in some way. A website, a blog, a Facebook page... when was the last update? Is the site design still current? Is it optimized for use on smartphones and tablets, or has it remained stuck in the Web 2.0 era? Is the content present truly informative or is it just a placeholder? A careful initial evaluation allows you to have a clearer idea of the necessary interventions , as well as the resources already present . Even an obsolete website can prove to be valuable as a source of information on the users who visit it.
Evaluating the starting situation also helps to define the resources to be used for the company's digital communication. In addition to the necessary budget, it is necessary to understand whether there is already a figure internally capable of handling these activities, whether it is necessary to hire a new person ad hoc, or whether the best solution is to contact a specialized agency.
A look at the competitors
Let's also turn our attention to the outside: there are few who can afford to ignore what the competition does. From the point of view of digital communication there are no exceptions. Especially if you don't have a well-established strategy yet, studying what your competitors do helps you get an idea of how things work on a digital level in your target market. What are the strengths of your opponents? Evaluate whether similar choices can also work for your reality. What are the weaknesses, the things that don't work? Learn from the mistakes of others to be the best. Are there untapped opportunities? It's the opportunity to stand out and perhaps conque cambodia telegram datar a slice of the market forgotten by the competition.
2. Define the objectives of the digital communication strategy
A digital communication strategy is not a tool in itself, but serves to achieve objectives. Facebook or Instagram are not places to be manned just to be able to say you are present in every space of the network. Nor do you implement a chatbot within your site because it is the trend of the moment. Every choice, every action must be oriented towards achieving the desired result . For this reason, it is very important that the objectives to be achieved through your digital communication strategy are well defined, but above all they are:
Specific : A goal like “improve your company’s social media presence” is too general. What do you really want to achieve? Increased website traffic, increased leads, or increased conversion rates?
Measurable : to know if you are going in the right direction, or if you need to correct your aim, it is necessary to do analyses during and at the end of each digital communication campaign. Establishing objectives that can be measured is the only way you have to objectively verify if and to what extent they have been achieved and, therefore, if your strategy is truly effective.
Relevant : views, likes, shares... vanity metrics are important, but if these indicators don't translate into something more interesting, like a new lead or a customer, are they really that important? Is the ultimate goal of your digital communication strategy to increase sales on your website? It will be of little use working to increase visitors if those who arrive on your site's pages aren't interested in making a purchase. In this case, it's worth improving the quality of incoming traffic and focusing on the conversion rate, rather than simply the number of visits
