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DigitalStrategy
Guide to writing your digital strategy
About Digital Ninjas
• Founded in 2013
• 17 years experience in digital marketing & fundraising
• Clients include not-for-profits and corporates
• Core expertise in Digital Strategy, Google Analytics and Google Adwords
• Google Certified Partner
• Team senior digital marketing experts backed by qualified account analysts
Content Title
A strategy that coversboth product andmarketing aspects of thebusiness/organisation asboth areas are intrinsicallylinked.
Strategy ≠ Tactical PlanChallenge: Give me an example of a strategy that youmight use to get from London to Edinburgh.
Tactical plan => ‘You could get the train’ or ‘ride yourbike, it’ll take you a while but there are some nicefields en route for you to look at’.
Strategy => ‘Take the cheapest route’ or ‘Take thefastest route’
Get Started: Writing Your Digital Strategy
Consider your existing
strategy that might have impact your plans
Learn everything about digital strategy,
Why Do You Need a Digital Strategy?
Increase your stakeholders’ focuson wider organizational goals
Secure the required budget todeliver on objectives
Well articulated strategy gives people clarity of purpose and keep the team on track
A clear strategic roadmap ensures that the people responsible for its delivery are accountable for how they
spend their time and focus
3 FOCUS AREAS FOR YOUR DIGITAL STRATEGY
Where Are We Now?
• Use SWOT Analysis to help you discover where you are now
• Review your current business vision
• Assess current business performance against plan
Key Areas of Business• Product
Is your product meeting customer requirements?
• People
Happy people likely to result in happy customers
• Customers
Your number one focus
• Financial
How much does the digital channel contribute to your
business? A regular evaluation will help you to determine whether it is time to adjust your strategy.
Where Are We Going?Look into the future and shape your business vision.
• Do we have a sustainable competitive advantage? Is there a threat to this competitive advantage ?
• What do our customers love about us?
• Why have customers left us recently? Can we prevent it?
• What is the future I want to create for my business/organisation and how does digital fit into it?
How Will We Get There?
• Plan to achieve your vision
• Set clear, SMART performance metrics
• Review progress against plan on a regular basis
• Adjust to keep on track
Key Points: Strategic Objectives• Without objectives you won’t understand the benefit of
your actions
• Your objectives provide a key basis for measuring the success of your strategy
• Strategic objectives will usually be long-term in nature
• These objectives will help you to draw a clear relationship between your mission and your vision
• Key areas in formulating your objectives: financial, customer, operational, and people
Key Points: Strategy
Match your organisation’sstrengths with customer needs and
market conditions to identify a path to achieve your objectives.
Key Points: Short-term Goals
• Convert your longer-term strategic objectives toshort term goals.
• Easier to digest with clear, measurable outputs.
• Short-term goals clearly state what you want toachieve, when you want to accomplish it by, howyou’re going to do it, and person in charge.
• Make sure there’s a specific individual “goalowner”. It will then be possible to start thinkingabout actions required to reach these goals.
Key Points: Scorecard
• Pick some key performance indicators andplug them into your scorecard
• You can regularly revisit actual performanceagainst what was planned.
• This will give you and your team a clearpciture of whether you’re ahead or behind
• It enables you to take early action to keepthings on track.
Key Points: Execution
• When executing your strategic plan make sureyour team are as focused on the plan as youare
• A lack of commitment and/or understandingof the plan will lead to failure
• It’s important to constantly evaluate things asthe plan is executed.
Our Clients
THANK YOUWant to know more or have any questions? Please don’t hesitate to
contact us:
Jon – [email protected]
or 0431 048 319
