Think Local: Digital Strategy Development

Digital Strategy Development is an area that is largely misunderstood in the Nigerian Digital Marketing Space. Brand managers and marketing officers still find this quite vague; and not important. Hence, many companies in Nigeria still do not have a Digital Strategy for their brands and businesses; even though they run online advertising campaigns and other digital engagements.

The common area of focus when developing a digital strategy is to consider programs that leverages SEO, social media, and content marketing and then using elements such as subscriptions, blogs, search visibility, social mentions, social links, fans, friends, followers, web page links, comments, social shares, social links and social content and other measures of engagement as key performance indicators. These performance indicators can only be effectively achieved when the focus on the local market and audiences; not just leveraging on global trends and tactics.

Having citations in traditional online media blogs is also a good way to improve performance. We use this tactic quite often on most digital strategy developement brief at ADE. The power of local (media) relevance cannot be over emphasized. The objectives for the strategy should be SMART – Specific, Measureable, Achievable, Realistic and Time-bound, things intended to be achieved which that will eventually lead to the overall business goals, such as promote brand perception, drive customer engagement, deliver improved customer service, increase customer retention, form a referral network, establish thought leadership. The objectives intended to be achieved largely determines the strategy that is employed.

digital-onion B2B Content Marketing Strategy Ebia, Aligba

Digital Strategy Development: Content and Social

Content is the base for search and often an outcome of social media engagement. No digital strategy development is complete without content. Deliver thoughtful and insightful content to target audiences could be a route to take; merging search and social media as channels to reach target markets means that content has to provide relevance according to where it’s found and deliver specific problem-solving value based on what the target audience needs according to the position in the buying cycle. For example searchers that use broad keywords may be focused on educational or informational content to learn about the certain products.

A study cited by eMarketer indicated that 48percent of consumers globally are led to make a purchase through a combination of search and social media influences Social media and networks are also effective for information discovery, just as search engines are (eMarketer). Consumers often move between search and social media channels for information that leads to purchase, and this behaviour presents a significant opportunity for companies to be wherever their customers are. With Twitter publishing more than 200million tweets per day, LinkedIn’s growing 100million users, location-based site foursquare growing about 3,400 per cent in 2010 and Pinterest 10million unique monthly visitors, it’s obvious that consumers are active participants in creation of content and its consumption. Social networks can create awareness; build brand confidence and influence purchase, referrals and advocacy. Today, there are brilliant applications that assist individuals and brands to help achieve their digital strategy objectives, helping to optimize for keywords, fine-tune profiles, and share their thoughts through online discussions, blogs, micro blogs, and forums. In her eMarketer report, Debra Aho Williamson states, “Integrating social media with other corporate and marketing activities is a key challenge for marketers, but incorporating it is the only way to be successful, long term”.

The ability for anyone to create and share online has resulted in a growing wave of content. SEO, Search and Social Media, and Content marketing are thus critical element that should be considered in building a digital strategy. Depending on the objectives and nature of the campaign the outcomes will typically include fulfilment downloads, Inquiries, Leads, Referrals, Brand advocacy, and a Review of blog analytics.

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