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ARTICLE #58
How to create a digital strategy for your business?
Online Strategy
Digital Transformation
Digital Planning
Marketing Strategy
Content Strategy
Online Strategy
Digital Transformation
Digital Planning
Marketing Strategy
Content Strategy
Written by:
7 min read
Updated on: July 15, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Wondering why your business isn’t keeping pace, or how to give it the boost it deserves through a clear digital strategy? You’re not alone.
Consider Apple’s turnaround story when Steve Jobs rejoined the company in 1996—Apple was near collapse, yet in 2024, it ranks as the world’s most valuable brand at an estimated worth of $516.6 billion. Much of that shift happened thanks to a simpler digital plan that put people’s needs first. Let’s look at what digital strategy really means and how you can apply it to your own company.
Wondering why your business isn’t keeping pace, or how to give it the boost it deserves through a clear digital strategy? You’re not alone.
Consider Apple’s turnaround story when Steve Jobs rejoined the company in 1996—Apple was near collapse, yet in 2024, it ranks as the world’s most valuable brand at an estimated worth of $516.6 billion. Much of that shift happened thanks to a simpler digital plan that put people’s needs first. Let’s look at what digital strategy really means and how you can apply it to your own company.
What is a digital strategy?
What is a digital strategy?
A digital strategy is a plan detailing your online goals (often involving data science, technology, and analytics) and the paths to achieve them. It pinpoints the audience you’d like to reach, the metrics you’ll measure, and the steps customers take before they complete a desired action—like making a purchase or filling in a form.
A good strategy keeps everyone aligned, so your business stays on course. It usually spans both short- and long-term goals, all managed by a team from various departments—executive leadership, marketing, and IT among them—to ensure a comprehensive approach to success.
A digital strategy is a plan detailing your online goals (often involving data science, technology, and analytics) and the paths to achieve them. It pinpoints the audience you’d like to reach, the metrics you’ll measure, and the steps customers take before they complete a desired action—like making a purchase or filling in a form.
A good strategy keeps everyone aligned, so your business stays on course. It usually spans both short- and long-term goals, all managed by a team from various departments—executive leadership, marketing, and IT among them—to ensure a comprehensive approach to success.
Why is digital strategy important for your business?
Whether you are running a well-established company or starting out, a digital strategy outlines your targets and how you plan to hit them. Here are a few reasons it’s so useful:
1. Deep business insight
One of the first steps in building an online plan is a thorough discovery stage. You’ll clarify what you aim for, the resources you have, and any stumbling blocks in the way. This is also the perfect time to re-check your existing tactics and goals to see if they still make sense.
2. Greater growth potential
According to recent data, 40% of businesses that invest in a digital plan claim a stronger foothold in their market. When you tap into digital channels effectively, you expand your customer base and boost your share of the market.
3. Fewer missed opportunities
A quick SWOT analysis can help you find gaps and identify new angles for improvement. If you skip any part of the strategy, you risk throwing away valuable opportunities before you even realise they exist.
4. Stronger customer interaction
Armed with an online strategy, you can track how people use your website or mobile app, improving the experience and delivering prompt support when needed. Data-driven tweaks—like simplifying user flows or adding real-time chat—often lead to happier customers.
5. Tracking ROI with less hassle
Analysing the performance of each marketing campaign becomes simpler once you have an overarching plan. By looking at analytics data, you can see which efforts yield a positive return—and which ones aren’t pulling their weight.
6. More revenue
A good digital strategy often reveals fresh ways to increase profitability, whether that’s by fine-tuning workflows or rolling out new product features. It also steers your team to focus on what truly matters for long-term success.
Whether you are running a well-established company or starting out, a digital strategy outlines your targets and how you plan to hit them. Here are a few reasons it’s so useful:
1. Deep business insight
One of the first steps in building an online plan is a thorough discovery stage. You’ll clarify what you aim for, the resources you have, and any stumbling blocks in the way. This is also the perfect time to re-check your existing tactics and goals to see if they still make sense.
2. Greater growth potential
According to recent data, 40% of businesses that invest in a digital plan claim a stronger foothold in their market. When you tap into digital channels effectively, you expand your customer base and boost your share of the market.
3. Fewer missed opportunities
A quick SWOT analysis can help you find gaps and identify new angles for improvement. If you skip any part of the strategy, you risk throwing away valuable opportunities before you even realise they exist.
4. Stronger customer interaction
Armed with an online strategy, you can track how people use your website or mobile app, improving the experience and delivering prompt support when needed. Data-driven tweaks—like simplifying user flows or adding real-time chat—often lead to happier customers.
5. Tracking ROI with less hassle
Analysing the performance of each marketing campaign becomes simpler once you have an overarching plan. By looking at analytics data, you can see which efforts yield a positive return—and which ones aren’t pulling their weight.
6. More revenue
A good digital strategy often reveals fresh ways to increase profitability, whether that’s by fine-tuning workflows or rolling out new product features. It also steers your team to focus on what truly matters for long-term success.
What are the key elements of a digital strategy?
An effective digital strategy should stay current, meet your business aims, and stand the test of time. The following components are crucial:
SMART Goals
Consider it as a checklist to keep your aspirations both realistic and motivating. Common goals might include:
Boosting brand visibility
Educating potential clients about your products
Improving website performance
Becoming a top contender in your field
Driving engagement through social media and blog posts
Target audience
These are the people who stand to benefit most from your services or products. By studying demographics, psychographics, and buying habits, you can look into what they genuinely want. It’s also smart to build detailed user personas that capture your ideal customer’s traits and needs.
Competitor research
Once you know your objectives and who you are serving, it helps to see what’s happening in your industry. Keep an eye on the strengths and weaknesses of your rivals—this can reveal market trends and help you position yourself more advantageously.
User flows
Think about how potential buyers move through your digital channels. Maybe they see a paid ad, then Google your brand for reviews, then finally land on your website’s contact page. Understanding these paths helps you remove friction and create a more satisfying experience.
KPIs
These are the numbers that tell you if you are succeeding—traffic, conversion rates, leads, and cost per acquisition, to name a few. By tracking KPIs, you’ll know if your marketing and Online Strategy are really paying off.
RACE Planning
RACE stands for Reach, Act, Convert, and Engage—four stages often linked with Digital Transformation.
Reach: Expand brand awareness and draw in new visitors (measured by clicks, impressions, and social shares).
Act: Encourage users to take action (newsletter sign-ups, product demos).
Convert: Turn active fans into paying clients.
Engage: Keep them around with loyalty schemes, community engagement, or exclusive content.
An effective digital strategy should stay current, meet your business aims, and stand the test of time. The following components are crucial:
SMART Goals
Consider it as a checklist to keep your aspirations both realistic and motivating. Common goals might include:
Boosting brand visibility
Educating potential clients about your products
Improving website performance
Becoming a top contender in your field
Driving engagement through social media and blog posts
Target audience
These are the people who stand to benefit most from your services or products. By studying demographics, psychographics, and buying habits, you can look into what they genuinely want. It’s also smart to build detailed user personas that capture your ideal customer’s traits and needs.
Competitor research
Once you know your objectives and who you are serving, it helps to see what’s happening in your industry. Keep an eye on the strengths and weaknesses of your rivals—this can reveal market trends and help you position yourself more advantageously.
User flows
Think about how potential buyers move through your digital channels. Maybe they see a paid ad, then Google your brand for reviews, then finally land on your website’s contact page. Understanding these paths helps you remove friction and create a more satisfying experience.
KPIs
These are the numbers that tell you if you are succeeding—traffic, conversion rates, leads, and cost per acquisition, to name a few. By tracking KPIs, you’ll know if your marketing and Online Strategy are really paying off.
RACE Planning
RACE stands for Reach, Act, Convert, and Engage—four stages often linked with Digital Transformation.
Reach: Expand brand awareness and draw in new visitors (measured by clicks, impressions, and social shares).
Act: Encourage users to take action (newsletter sign-ups, product demos).
Convert: Turn active fans into paying clients.
Engage: Keep them around with loyalty schemes, community engagement, or exclusive content.
Steps to create your digital strategy
There are many ways to create a digital strategy and business goals, a digital action plan and digital audit results are part of it. Your strategy must serve as a blueprint, a roadmap, or a framework. Make sure it is well structured to keep you on the right path.
1. Assess your current situation
Start by gauging where you stand and where you’d like to go. Conduct a SWOT analysis to spot weaknesses or new possibilities. Tools like social media analytics, Google Analytics, and audience surveys can shed light on user behaviour and opinions.
2. Define clear goals
Set specific aims that sync up with your business vision. Make sure they’re realistic and time sensitive. Maybe you’ll decide to focus on three top goals for the next six months—anything from improving site speed to launching a new product line.
3. Pick the right channels
Choose the digital channels that resonate with your goals and audience. That could be blogging, social media, email campaigns, YouTube, or even podcasts. Remember, more channels aren’t always better—pick the ones that align with your budget and skill set.
4. Develop a product strategy
Before you finalise your digital plan, figure out what you are actually offering. Who needs this solution, and why? Once you have clarity on these points, you’ll be able to lay out a cohesive product plan and timeline and assign teams accordingly.
5. Build a content schedule
Map out what content goes live, when, and on which channel. Include who’s responsible for writing, editing, and approving each piece. A colour-coded spreadsheet or a good project management app can make your life much easier here.
6. Track and analyse
Keep tabs on your users’ actions, how much time they spend, and which parts of your funnel they drop out of. This data can guide you in tweaking your approach. Tools like Google Analytics, heatmaps, or social listening platforms provide valuable insights.
7. Review and refine
It’s wise to revisit your Digital Planning monthly—or at least quarterly—to see what’s working. If you are consistently missing a target, figure out why. It might be time to pivot your tactics or re-check your assumptions.
There are many ways to create a digital strategy and business goals, a digital action plan and digital audit results are part of it. Your strategy must serve as a blueprint, a roadmap, or a framework. Make sure it is well structured to keep you on the right path.
1. Assess your current situation
Start by gauging where you stand and where you’d like to go. Conduct a SWOT analysis to spot weaknesses or new possibilities. Tools like social media analytics, Google Analytics, and audience surveys can shed light on user behaviour and opinions.
2. Define clear goals
Set specific aims that sync up with your business vision. Make sure they’re realistic and time sensitive. Maybe you’ll decide to focus on three top goals for the next six months—anything from improving site speed to launching a new product line.
3. Pick the right channels
Choose the digital channels that resonate with your goals and audience. That could be blogging, social media, email campaigns, YouTube, or even podcasts. Remember, more channels aren’t always better—pick the ones that align with your budget and skill set.
4. Develop a product strategy
Before you finalise your digital plan, figure out what you are actually offering. Who needs this solution, and why? Once you have clarity on these points, you’ll be able to lay out a cohesive product plan and timeline and assign teams accordingly.
5. Build a content schedule
Map out what content goes live, when, and on which channel. Include who’s responsible for writing, editing, and approving each piece. A colour-coded spreadsheet or a good project management app can make your life much easier here.
6. Track and analyse
Keep tabs on your users’ actions, how much time they spend, and which parts of your funnel they drop out of. This data can guide you in tweaking your approach. Tools like Google Analytics, heatmaps, or social listening platforms provide valuable insights.
7. Review and refine
It’s wise to revisit your Digital Planning monthly—or at least quarterly—to see what’s working. If you are consistently missing a target, figure out why. It might be time to pivot your tactics or re-check your assumptions.
Successful digital strategy examples
The best digital strategy is one that keeps on evolving and meets the needs and wants of customers. Below are some of the examples of successful digital strategies.
The New York Times
Their move online in the mid-1990s boosted readership. Various subscription models and digital editions over the years have helped them stay profitable, even when traditional newspapers struggled. As they are continuously upgrading their digital strategy, their revenues are also climbing, reaching $2.43 billion in 2023.
Alibaba
From AI-driven search to automated packaging, this e-commerce giant uses technology at every turn, giving it a major competitive edge in customer experience. Currently, their annual active consumers on online shopping properties in China have reached 903 million in 2022.
Netflix
Shifting from DVD rentals to a global streaming platform was a bold step that paid off. Personalised recommendations and continuous innovation in user interface keep Netflix one step ahead. The total number of paid subscribers of Netflix surpassed 269.6 million in 2024.
The best digital strategy is one that keeps on evolving and meets the needs and wants of customers. Below are some of the examples of successful digital strategies.
The New York Times
Their move online in the mid-1990s boosted readership. Various subscription models and digital editions over the years have helped them stay profitable, even when traditional newspapers struggled. As they are continuously upgrading their digital strategy, their revenues are also climbing, reaching $2.43 billion in 2023.
Alibaba
From AI-driven search to automated packaging, this e-commerce giant uses technology at every turn, giving it a major competitive edge in customer experience. Currently, their annual active consumers on online shopping properties in China have reached 903 million in 2022.
Netflix
Shifting from DVD rentals to a global streaming platform was a bold step that paid off. Personalised recommendations and continuous innovation in user interface keep Netflix one step ahead. The total number of paid subscribers of Netflix surpassed 269.6 million in 2024.
Frequently Asked Questions
What are the three main elements of digital strategy?
Data, experience, and innovation. They help your brand stay fresh, relevant, and prepared for changes in the market.
What are the pillars of digital strategy?
Successful plans often rest on organisational flexibility, strong internal alignment, and a reliable tech infrastructure.
What are the five rules of digital strategy?
Aim high, track the wider digital impact, make calculated bets, build the right internal capabilities, and stay hands-on while making changes.
Final Thoughts
So, a digital strategy means weaving digital technology into your company in a way that tackles your unique challenges head-on—while taking advantage of every strength you’ve got. A well-created plan has the power to streamline your day-to-day processes, spark fresh marketing approaches, and ultimately drive your brand where you want it to go. Consider it as your secret sauce for staying relevant, profitable, and one step ahead when the market decides to shift gears.
Frequently Asked Questions
What are the three main elements of digital strategy?
Data, experience, and innovation. They help your brand stay fresh, relevant, and prepared for changes in the market.
What are the pillars of digital strategy?
Successful plans often rest on organisational flexibility, strong internal alignment, and a reliable tech infrastructure.
What are the five rules of digital strategy?
Aim high, track the wider digital impact, make calculated bets, build the right internal capabilities, and stay hands-on while making changes.
Final Thoughts
So, a digital strategy means weaving digital technology into your company in a way that tackles your unique challenges head-on—while taking advantage of every strength you’ve got. A well-created plan has the power to streamline your day-to-day processes, spark fresh marketing approaches, and ultimately drive your brand where you want it to go. Consider it as your secret sauce for staying relevant, profitable, and one step ahead when the market decides to shift gears.
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Work with us
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We’re remote-first — with strategic global hubs
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New York, NY
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Click to copy
Miami, FL
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Click to copy
Dubai, UAE
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Copyright © 2024 FOR®