guide to writing a digital strategy

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 – jon@digitalninjas.com

or 0431 048 319