Digital now plays a major role in decision-making processes. Before launching into multiple points of contact, the challenge for companies is to define an effective digital communication strategy. Here are 5 key steps to guide you in defining your strategy.
In 2023, it was estimated that around 84% of consumers conducted online research before making a purchase. This statistic highlights the growing importance of digital in decision-making. Developing an effective digital communication strategy has therefore become essential for companies wishing to increase their visibility and engage their audience. The One Two Digital agency guides you through 5 key steps to building successful digital communication .
In summary, the 5 key steps to successful communication are:
- Understanding your audience
- Set clear goals
- Choosing the right channels
- Create quality content
- Analyze your results
1. Understand your target audience
The first step in any digital communications strategy is to understand who your audience is .
Who are they? What are their needs, their expectations, and how do they consume information online?
Conducting a detailed analysis of personas (a sort of robot portrait of your typical customers) is essential to adapt your message and choose the most relevant communication channels. At One Two Digital , for example, we offer a UX co-design workshop to define your personas with you, the starting point of your strategy.
2. Define your communication objectives
“Why?” is certainly one of the most essential questions to ask yourself when you want to develop your digital strategy.
What are your goals? Increase brand awareness, generate online leads, increase in-store visits, improve engagement, sell a specific product, etc.
Your goal will directly impact the messages and the platforms chosen to broadcast them. If it is not well defined, you risk spreading yourself too thin and wasting time to ultimately achieve few results.
Your goals should be SMART : Specific, Measurable, Achievable, Realistic, and Time-bound. A clear definition of goals will guide all actions in your digital strategy.
3. Choose the right communication channels
Keep in mind that depending on your audience and your goals, some channels will be more appropriate than others. Social networks, emailing, website, online directories, advertisements… Each channel has its specificities and allows you to reach the audience in a different way.
Before you start, make sure you prioritize the most relevant channels, the idea being quite simple: be present above all where your audience is looking for you! A diversified but thoughtful presence is the key to an effective digital communication strategy.
4. Create engaging and relevant content
Content is king in digital communication. Blog articles, videos, infographics, case studies, social media posts… The format should be chosen based on what resonates best with your audience .
Be aware that on the web, quality often trumps quantity. So be sure to create useful and original content for your target audience.
5. Analyze and adjust your strategy
Measuring your actions is essential to know if your goals are being met. Using tools like Google Analytics (or Matomo if you’re looking for a Google alternative) can be a good start to track your performance on your website and/or app.
In addition, each platform (Instagram, Facebook, etc.) generally gives you the possibility to access statistics on your performance. So, take advantage of it! Data analysis will allow you to continually optimize your digital communication actions.
Remember that the web moves fast: what’s true today may not be true tomorrow. Check your performance regularly, and be prepared to adjust your strategy based on the results.
Bonus: Be realistic
One of the most common mistakes is wanting to be visible everywhere , but without the resources to do it properly.
Keep in mind that it is better to have 3 well-designed and regularly updated communication channels than 10 botched ones with some completely abandoned. Each of the platforms used will contribute to the overall image of your company on the web.
When you launch a communication channel, be aware of the commitment that it will require from you later, whether in terms of money, time or skills.
The final word
Developing an effective digital communication strategy is a complex but essential process. The One Two Digital agency in Annecy is at your disposal to support you in this process, using its expertise in digital strategy to maximize your online performance.
