Module 2 – Goals and Strategies
Your online goals
There are lots of clear ways digital can help your business. It’s good to start by asking yourself a simple question: why, exactly, do I want to be online?
So let’s start by helping you to find some good reasons. One easy win is listing your business in local online directories. Then you can decide to build a website to share information about your business. You could set up a social media page on the different social media that your customers might browse. And finally, use all these tools that the digital world can offer you to analyze your customers behaviors and improve your online presence.
Strategies, Mission and Vision
You may already have a business or strategic plan where your mission and vision are clearly defined. It is a good starting point to link your online presence to your mission. How can a digital marketing plan help me achieve my mission?
You have probably identified specific objectives to achieve your mission. Try to find how an online presence would help you achieve each of these objectives.
To support you in this process, it would be important to share your business plan with your advisor. He can help you to establish a strategy for your online presence. Without a clear plan, it will be difficult to continue the process.
Unique Selling Point
Another reflection to make … You will need to identify your Unique Selling Point (or USP) – this is what makes you stand out from your competition online. Find out what makes you different by looking at businesses doing similar things, and work out what sets you apart.
4 key questions to ask yourself when defining your USP are:
. who is my target audience?
. who are my competitors?
. what problems does my target audience have?
. how can I solve them?
Branding
The “Branding” is the brand image of your company. Learn how to highlight your identity through your logo, your slogan, your advertising and your products. The first step to develop the digital marketing of your business is to create your brand image that must be reflected in all advertising media. It is important to respect the official standards and colors of your brand image. In all the activities of your company that directly or indirectly affect your relationship with customers, you should think about establishing, maintaining and caring for your brand image.
Do not complicate your brand image, because the audience will be lost. Rather, your branding should be simple, effective, and memorable. With your logo, your slogan, your corporate personality or your service offering, your recipients should be able to recognize you easily.
Logo
The first step in developing your brand image is your logo. The logo will give the graphic orientation to all your digital media (website, social networks and print media). A logo must be understood by everyone and fairly quickly. Simplicity remains a safe bet in the sense that the simpler a logo is, the more legible it is and the more it remains anchored in the memory of consumers.
It is advisable not to use more than three colors and to choose one more dominant than the others. The combination of colors is also very important, some colors do not match, either in paint or for a logo. In addition to being complementary, these colors should have a meaning of your brand or your products, which will influence the message you want to convey. In any case, this should not be chosen at random.
