An effective strategy for your online and social media activities is the key to building a strong presence and to bind your target group in a sustainable way. Without a sensible strategy, you just burn money. Using a thoughtful strategy, on the other hand, you can not only increase your visibility, but also actively involve your audience and build long-term relationships. It enables targeted communication based on authentic content and clear goals. It creates a focus on which all employees can orient themselves. And it also opens up new ways to get valuable feedback, which can ultimately lead to a positive brand image and growth.
Often you do not see the way for the trees. A smart online strategy once again creates clarity.
The Start: Inventory
A comprehensive inventory as a basis for an effective online strategy has both a technical and a content side to it. Technical analysis focuses on the functionality and performance of digital platforms, such as websites or apps. Aspects such as loading times, responsiveness on different devices and user-friendliness are examined to ensure an optimal user experience.
The analysis of the content is at least as important and includes the verification of authenticity, freedom of objection and the topicality of the content provided. Authenticity ensures that the trademark's messages and information are honest and consistent, while freedom of objection ensures that there is no contradictory or misleading information. The actuality of the content is crucial to ensure that information and offers are up-to-date and address the target group in a contemporary manner.
A balanced consideration of these technical and substantive aspects in the inventory forms the basis for a strategic realignment in order to improve the online presence and develop an effective digital strategy. Small changes can often have a great effect.
The Big Goal: Conversions
Many companies make a serious mistake in terms of their online strategy: they consider a higher reach on the Internet to be the decisive success factor. Anyone who is subject to this thinking error optimizes (often expensively) the reach through more social media activities or online advertising. Visitor numbers or click rate will be the most important parameters.
EXAMPLE FROM THE ANALOG WORLD
It doesn't matter much, how many people look at your shop windows. Not even how many people enter your store. Your success depends on how many people really buy something. And this value is called “conversion rate”.
Of course, shop windows and shop decorations are not insignificant. Of course, a high reach and brand awareness is desirable on the Internet. But what use is the widest funnel if only droplets get through below?
The art is to achieve as many permanent conversions as possible with as little effort as possible. To that end, we have numerous methods in our arsenal. More abstract, like marketing psychology. And rather concrete, such as the technical optimization of user guidance and ordering processes. However, the basis is always an individual online strategy that takes into account technical and content-related aspects, as well as the available resources of time, money and personnel. Good marketing does not have to be expensive. But if you want to achieve a lot, you need know-how.
Competition Firmly in Sight
In addition to taking stock of our own activities on the Internet, a competition analysis is one of the most important foundations of an effective online strategy.
In technical areas such as SEO, a competition analysis is crucial to understand your positioning in the online market. It includes the study of keywords, backlink profiles and rankings to evaluate performance compared to competitors and identify weaknesses.
In terms of content, the analysis focuses on the brand impact and social media engagement of the competition. Here, content strategies, engagement rates, branded authenticity and reputation are evaluated in order to gain insights for one's own brand positioning and to present themselves in a differentiated way.
The identification of one's own opportunities is based on weaknesses of competitors as well as unused niches or trends in the market. Risks arise from possible actions of the competition, but also from potential market changes or external influences that could affect one's own success.
A comprehensive competitive analysis, which takes into account technical and content-related aspects, is essential in order to strengthen its own position in the market, to take advantage of opportunities and to identify and manage potential risks at an early stage.
Government Funding for Digitalisation
Government funding programmes for digitisation offer companies the opportunity to receive financial support for their digital transformation projects. These grants can cover specific areas such as the introduction of new technologies, employee training or improving digital infrastructure.
Integrated into an online strategy, government support can play a significant role by providing companies with financial resources for the implementation of digital initiatives. These funds could be used to improve online presence, develop new digital services or implement security measures.
A sophisticated online strategy makes it possible to present the brand image consistently across different digital channels. High-quality content, authentic interactions and visual consistency strengthens confidence and builds up a strong bond with the brand.
Digitization is the driver behind an effective online strategy that enables companies to automate their processes, create personalized customer experiences and make data-based decisions. It opens up new opportunities for online marketing, sales and customer loyalty in an increasingly digital world.
The security and protection of data is essential for a successful online strategy. By implementing robust security measures and transparent privacy policies, the company gains customer trust and minimizes customer trust and minimizes risks such as data leaks or cyber attacks that could negatively affect the brand image.
Both long-lasting customer loyalty and the formation of an online community offer a number of advantages:
Repeat purchases: Loyalty customers tend to buy regularly from a company, resulting in a more stable sales base.
Recommendations and word of mouth: Satisfied customers often become brand ambassadors and recommend products or services to friends and family.
Brand loyalty: Building a community creates an emotional bond with the brand, which leads to long-term loyalty and loyalty.
Cost efficiency: It is often more cost-effective to keep existing customers than gaining new ones, as the acquisition of new customers can be more expensive.
Engagement and interaction: A community enables customers and users to enter into dialogue with each other and with the company, which leads to a more intensive commitment.
Knowledge sharing: Members of a community can share their knowledge and experience, which helps others and strengthens their ties to the brand.
Feedback and improvements: Close customer loyalty enables consistent feedback that helps companies improve products or services and adapt them to customer needs.
Are you also still throwing money out of the window? Or do you already have a plan to sustainably achieve more conversions and more loyal users on the Internet?
We will be happy to help you develop a sustainable online strategy - from brainstorming to detailed analyses and recommendations.
