Digital Strategy

Leverage The Experience Of A Digital Strategist To Maximize Results & Minimize Costs


digital strategist conducts the digital orchestra

What Does A Digital Strategist Actually Do?

A digital strategist is the person that leads the problem solving charge, helping to connect the dots between the needs, wants, and desires of the customer and those often illusive business, brand, and marketing goals.

He or she is the conductor of an orchestra made up of digital channels and tactics. These channels include websites, content marketing, networking on social media, e-commerce, search and social advertising, SEO, marketing automation, apps, media/blogger outreach. And like a conductor, a digital strategist brings together different marketing instruments to create a harmonious end result. An actionable plan that gets you to your goals.

At any given time, a digital strategist needs to be an account executive, social media manager, web analytics manager, media planner, brand ambassador, business analyst, business development associate with an overall knowledge of all aspects of digital marketing.

What Should My Digital Strategy Be?

digital strategist aligning assets to achieve big goals

Large Corporations

As in the (extreme) case of Johnson’s & Johnson’s digital strategy, large corporations may need a digital strategist to consolidate their online assets. Usually a large organisation has multiple brands targeting a large variety of consumers. This means that multiple media assets likely exist, each created to promote the brand they represent.

This is the ultimate scenario for a digital strategist! The challenge of bringing together, maintaining and exploiting all of these channels for a company is mouthwatering stuff. The responsibility will mean countless hours of sweat and toil, sleepless nights and mounting frustration, but with the promise of such a significant achievement acting as a glory coated, rainbow infused carrot… Who could resist?

Sorry, this is about you and not us… We just get excited sometimes, so sorry. Anyway, yes YOUR digital strategy should consolidate, so as to maximize the total effort and resources allocated to your digital marketing. This way each brand can feed off of and contribute to your total online footprint. Like a big, impressive champagne fountain.

Digital Strategist helping SME owner

Small To Medium Enterprises

Unlike large corporations, SME’s don’t have the resources needed to buy a prospects’ attention… You’ll have to earn it! Don’t feel discouraged though, 4000 marketers surveyed by HubSpot said that they had to earn attention 75% of the time using Content Marketing. This shows that 3 out of 4 digital marketing campaigns are made up of mostly blogs, ebooks, videos, webinars, and podcasts, also know as Inbound Marketing.

Next, a digital strategist might need to focus on the quality of your website. Nearly half of all small business websites still aren’t mobile responsive. With so much online traffic today coming from mobile devices this is a big opportunity for improvement. Other SEO improvements will most likely be needed as well. The goal here being to rank as high as possible for as many search terms as possible to increase traffic to your website and convert that traffic into sales leads.

When done properly, Email Marketing to your past and present customer base is a low cost, high return marketing instrument. Which makes it a constant in nearly every digital strategy.

And to top it off, your digital strategist might use a combination of search engine and social channels to add fuel to the fire.

digital strategist nurturing start up business

Startups – We Want To Be Your Digital Strategist!

Startups are usually short on cash and very cautious about spending any of it. As it should be. Nothing will squash an entrepreneur quite as quickly as a “when in doubt, throw money at it” approach.

With this in mind a digital strategist must focus on leveraging the more affordable and low risk channels available. The main aim being to generate as many sales as possible during this delicate phase. This type of strategy is slower and requires a lot more involvement from the client, but is the most economical.

Social media provides an opportunity to build your brand while personally learning more about your target market. For startups, we recommend that the business owner take the lead in engaging with prospects.

Content is, and always will be king. Most of it is pretty affordable as well. We also recommend small investments into paid channels, as well as optimizing your website’s landing pages for conversions. There are a number of other options available.

The overall objective is to create an affordable, low risk strategy that can be easily adapted to ongoing data and that prioritises sales.