2021 was a challenging
time for everyone, especially small businesses who were struggling to keep
their business operating with the pandemic. However, 2021 gives you a chance
to review your business model, enhance your digital knowledge and redefine your
digital strategy to open up more opportunities for growth and increased
Key elements to making
a strong digital strategy
A customer strategy built around your business's ideal customer, something strategy focusing on catering to the requirements of your customer, and lastly, positioning your brand to stand apart from competitors. However, before you can do any of these things, you must first determine your financial goals as strategy will be designed to achieve those goals.
Why knowing your ideal
customer is critical
Very rarely is really a business “one size fits all”, therefore it is critical to understand who your ideal customer is. Individuals are different; we all want and need various things based on personal requirements.
Don't waste time and resources on the wrong customers. Your ideal customer is always the person you love working with and vice versa because you're resolving their pain points.
Fine-tune your service
to create a unique value proposition
Once you have your ideal
customer, look at fine-tuning your services to suit their needs. Then, operate a
competitor analysis to position your business apart from them. This rarely
involves making big changes, and you will find that your competitors online have
greatly reduced because of the renewed focus on your service offering to a
A great illustration of this is Sterling Fitness Results, a gym in Sydney – rather than competing with larger gyms in the region, Sonia Wray focused on her ideal customer, ladies older than 50, and fine-tuned her services to create her unique value proposition “Fit, Fabulous and also over 50”, thereby creating her own niche which stood apart from everyone else. This is what really made a positive change for her business.
Create content that
resonates with your customers
Knowing your customers and positioning your business as Sonia Wray did, makes it easier to create content that resonates. Create a customer persona, by learning valuable insights about your intended target audience. Talk to a minimum of seven of your customers to identify points like why do you use my service? Where did you go before? What do we all do better? The more you know, the more effective your communications will be. When a customer feels like you “have them,” your business becomes more attractive.
Position your business
Once you perfect your strategy, making sure you have a digital platform that supports your business growth is crucial. Today's individuals are time-poor and want to make quick decisions. A customer has to be won over within the first two to four seconds of opening an internet site!
Your website should look
world-class, and communicate instant trust and credibility. To do this, you
need to nail your web branding which should embody your strategy, services
and value proposition.
Get help to avoid
Making smart decisions from the beginning, like getting a professional digital strategist to create a digital strategy, is very important before building a website.
Once you have a strategy, make sure your branding is right so that your business can stand apart from competition and create instant trust and credibility. Only then can you build your website. Marketing it will not be difficult either because when you know your ideal customer as well as your digital platform is professional, marketing becomes cheaper and takes less time.
This strategic approach
to taking your company online will enable you to pivot during times of
uncertainty, and reinvent your business model for success.