YOUR DIGITAL STRATEGY

Digital Strategy. We hear this term a lot these days.

But what does it mean?

Simply put, it means having a purposeful plan for using digital tools. You want to develop the most robust set of web-based tools for what you do. You are using technology to connect and interact with people.

In order to do this, you'll need a roadmap for setting up online systems that meet your goals.

Developing and implementing a digital strategy means building a virtual mechanism to meet your specific needs. It's important to always remember that what you do offline and online are two different things, but they must be aligned.

Here you are some key areas you need to take into consideration as you begin to develop your strategy: Audience. Quality. Branding. Measuring. Review.

1: Audience.

• Who are they?
• What do they want?
• What are the most important functions on the site?
• What do you want them to do on the site?

Your answers to these questions will guide your strategy. Listening to your audience is the most important step in the process.

2: Quality.

We are beyond the stage where numbers and masses of people visiting our websites is the goal. While it is good to have high traffic, it's now more about the quality of the eyes who are viewing and using your online presence. Your goal is now about filling a need so you want to target the users who will benefit from your online tools.

It's about creating a quality experience and drawing a quality audience. Creating a unique online experience is key to success.

3: Branding.

Look at your branding. A brand is what your organization stands for. It's what you promise people, your users, consumers, customers, etc. Your branding program should support your brand, which is the mental idea or perception that people have of your organization. Will your existing branding work online? Does your organization have a design brief? (Look for our email regarding design briefs next week.)

4: Measuring.

You and your team should agree on how to measure success. Digital tools are here to stay, so it's time to examine your goals and decide how you're going to track them -- regardless if you are meeting those goals or not. (Look for future emails describing ways to do this).

5: Review.

Be sure to set a timeline for reviewing your digital strategy. Select key check-in points: first at three months and then at six months after the launch of the new digital service, website or social media tools. Assess your strategy and be ready to adapt. As Charles Darwin once said, it's not the strongest nor the smartest that survive, it's the ones who adapt to changing conditions.

Finally, the best part of all this: most of your competitors don't even have a digital strategy, which means you have the opportunity to become a LEADER and an INNOVATOR - an organization that recognizes emerging trends and has the courage to take them on and make them work for your company.

Find out how we can help you accomplish your digital strategy goals. Contact us TODAY for more information on our Digital Strategy Toolkit at info@pcs-strategies.com or 626-799-1996.

Max Benavidez
President
Public Communications Strategies