A digital strategy is a plan of product or service promotion that includes everything from goal setting to budget planning. You prescribe what channels to use, who your customers are, what benefits to mention in the advertising, etc. Rest assured, we know how much time a decent digital strategy requires. Thankfully, this is when Trello comes to the rescue. Digital planning becomes easier with Trello because it helps to visualize all the information, split work, prioritize, and boost teamwork.
What does digital strategy include?
When working on developing a digital strategy, marketing teams of the most prominent companies, such as Google, Lush, and Bose use Trello. It helps to maintain workload and make the process as productive as possible. Trello gives an opportunity to create individual lists for all parts of the digital strategy, which is very convenient. If the strategy team consists of several people it is possible to easily spread the tasks among team members. Trello has a highly user-friendly interface, so any member of the team will be able to monitor the progress of their project.
The digital strategy includes 6 major steps:
1) Formulation of goals;
2) Analysis of the target audience;
3) Selecting channels of communication with the target audience;
4) Creating advertising campaigns, drafting announcements, and publications in social media;
5) Drawing up a media plan;
6) Analytics and optimization.
A team can successfully move through these 6 processes using Trello. It is enough to create 6 lists and divide work among the members. Moreover, there are many channels of communication with the target audience that are used for different goals.
Channels of communication with the target audience
Each group of digital instruments is tied to targets at different stages of the consumer’s journey concept.
Branding and PR are necessary at the very beginning of project development. With their help potential customers, first of all, will be aware of your company’s or product’s existence, as well as will be acquainted with further specifics.
Branding (3) and PR (4) include:
- Video advertising
- Targeted advertising
- Native Advertising
- Special projects
- Advertising from bloggers
- Links promotion
With high probability, the most resource-intensive process from the above list is links promotion: it requires a huge amount of time and money. If you use link building services for promotion, Trello is a perfect tool for planning your link placement strategy. All you need is to create a separate list on Trello board and list all the sites where you plan to place links.
When the targeted audience has an understanding of who you are and what you offer, it’s time to gain clients by means of the following tools and techniques:
- Contextual advertising
- CPA networks
- Targeted advertising
However, the focus is not on instruments, but on results. You do not develop performance or branding strategy separately, but use their mix depending on consumer behavior.
The sets of digital tools used may vary depending on the business. For example, branding is important mostly for large companies with large budgets, whereas for small businesses it would be rather useless.
Below, you can find what lists should be on your digital strategy board on Trello and what information they should include.
List 1: Goals
Define primary goals (without quantitative indicators) – general marketing, communication, and media.
For example, at the stage of product study, the marketing goal is to create a need for your product. Communication – to show what problems it solves or what tasks it performs. Media – cover specific, maximum target segments. Keep in mind, goals can change with time, so highlight your current goals on the list.
List 2: Targeted audience
Your task is to answer the questions: who is your targeted audience and how they choose the product.
Estimate the size and dynamics of the targeted audience in terms of demand and the popularity of the site. This provides insight into the market potential and long-term business prospects.
The next step would be to divide the audience into segments, with which you will work further. Classic parameters for segmentation: social characteristics (age, gender, income, children, etc.), geography, behavior (prefer to order online, read reviews, etc.).
List 3: Communication channels
First, examine the contact points. The strategy in digital marketing is based on the Customer Journey concept, which presents customer interaction as a continuous process of transition from one point of contact to another.
You need to explore using which channels the user is looking for information and how you can influence the user`s decision. In order for digital strategy to accurately account for user behavior at each point of interaction, it must be considered separately for each step.
It is important to study all the platforms (sites, social networks) to understand how the user perceives your product and how well advertising works.
Immediately decide at what stages you will interact with the consumer, and which will remain outside the framework.
To attract the target audience in Internet marketing there are many channels: SEO, contextual and media advertising, SMM, SERM (work with brand reputation), etc.
You need to calculate all the appropriate options for communication. With a proper strategy, the action of one channel reinforces the others.
List 4: Advertising campaigns
You have a rough idea of how the targeted audience makes its purchase decisions. You need to answer basic positioning questions: what you offer and why it will interest a potential customer.
Think about what benefits to provide. Do a competitive analysis and find out what competitors are offering. Your goal is to highlight the benefits they do not have or have not yet disclosed.
Decide where to direct the consumer (landing page, social networks) and what offers to show (for each target segment, if there are more than one target segment).
List 5: Promotion planning
1) Assess the channels by such indicators:
- Traffic and conversions on the site at the moment;
- Predicted traffic volume;
- The possible volume of clients from each channel.
2) Predict sales from each visit to the site.
3) Assess the profitability of the deal. The margin of the product is difficult to influence, but the cost of attracting users can be regulated within the strategy.
For example, the lowest cost of attracting users is for organic traffic. Higher cost has contextual and media advertising (the latter requires experience and complex planning).
If conversion or traffic data is insufficient, test the channels beforehand.
4) Prepare a work plan.
Write a budget allocation between communication tools. Also, prescribe performance targets for each channel and for each stage of the consumer’s journey.
List 6: Analytics and optimization
For each stage, set tactical KPIs that show proper media planning (CPC, CPV, CPA), as well as strategic (ROI, CAC, LTV).
Assess tactical KPIs each month and adjust further tactical planning. After the end of the advertising campaign, it is worth analyzing strategic KPIs and setting goals for the next period.
Regular data analysis allows you to find problems and growth points in a timely manner and increase the effectiveness of advertising.
All strategy teams have one thing in common – they face many challenges. Every day, strategy teams work on a variety of projects, campaigns, events, and product launches. Specialists’ attention is constantly shifted from editorial calendars to social media channels, website landing pages, product launch schedules, and analytical platforms.
Keeping up to date is extremely important when managing a team. Trello makes the working process extremely comfortable. Anyone can communicate asynchronously and organize a transparent work process due to the fact that all team members are, literally, on the same page. Inspire, copy, and create your own boards on Trello!
Marie Barnes is a Marketing Communication Manager at Adsy blog posting service and an editor at Photoretouchingservices.net. She is an enthusiastic blogger interested in writing about technology, social media, work, travel, lifestyle, and current affairs.