Your digital strategy is how you use technology to improve your business performance by creating new products or making your existing processes more efficient and profitable. It helps you imagine and develop new products or services to sell and establish a competitive advantage for your business within your industry.
The internet has made the world much smaller, which means New Zealand companies can now compete all over the world – often without ever having to touch the ground in new markets. A well thought out digital marketing strategy can help you unlock these opportunities.
The first step in developing a successful digital strategy is to create a plan, which will help you work out how you will reach your digital goals. Without a good plan, you won’t know where you are going and how you will get there.
Many businesses don’t fully understand how a robust digital strategy can boost their bottom line. The planning stage is a great starting point for agencies such as Flow to outline the benefits of having a digital strategy. This helps create buy-in from all the stakeholders in your business during the implementation stage of your digital strategy.
Flow is a proud member of and supplier to the Regional Business Partners (RBP) network. RBP is a government initiative that works alongside private service providers to help small-medium NZ businesses access funding and services to help them to grow.
One of the funded services is to help businesses develop and implement a digital strategy for their business. The great news for local businesses is that the New Zealand government will cover 50% of the cost.
At Flow, we work with clients to help them design, develop and implement a digital strategy for their business. We have a proven nine-step process to plan and implement your digital strategy.
The first step is what we call ‘kick-off’. It involves an initial workshop with you and your team to cover what we call your GPCT (goals, plans, challenges, and timelines). We like to sit down and have a candid conversation and ask questions such as:
We then use this information to agree on SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals.
The next step involves us ‘running the numbers’ to:
The main goal of this step is to ensure the numbers add up and your digital strategy goals are achievable.
The next step is to work with you to craft buyer profiles. These focus on the industry and companies rather than individuals (this is covered under buyer persona development). For example, your ideal buyer profile may be health care companies with less than 10,000 employees.
To help us work this step out, we ask you questions such as:
Buyer personas are fictional generalised representations of your ideal customers. Having a deep understanding of your customer buyer persona(s) is critical to driving effective content that drives new customer acquisition. The idea when crafting buyer personas is to treat all personas as heroes of their own story. We do this by:
A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company. With the help of a customer journey map, you can get a good sense of your customer’s motivations, needs and pain points.
We like to first determine your current ‘conversion path’, then work out how to improve on this to maximise conversions going forward.
This is where we integrate communications and operations between client sales and marketing teams. This helps to implement your strategy much more efficiently and ensures a smooth flow of information between your different teams.
This step involves creating your content strategy by:
This step involves doing a full Google Analytics audit to set goals via Google Tag Manager (GTM) for your digital strategy.
The final step is to conduct a full SEO audit and introduce an initial implementation strategy to manage SEO in-house on an ongoing basis. Once all of these steps have been followed we work alongside you to ensure your digital strategy is a success!
At Flow, we understand every business has different needs and there is no simple one-size-fits-all approach when it comes to your digital marketing efforts. Rather, your digital strategy should be a compilation of different tactics served at the right time to the right audience to maximise results for your business.
If you’ve been considering the need for a digital strategy for your business get in touch with the team at Flow today – NZ’s leading digital strategy agency.