Online succes: navigating with a clear strategy and measurable growth
By formulating the right online strategy, you provide online focus that gives clear direction to your organization's online activities, resulting in measurable results. To make this online strategy truly successful, clear definitions, priorities, and choices are essential. If you don't do this, it's like shooting in the vast online domain with no measurable results.
In our view, the online strategy is an extension of the overall business strategy. It translates marketing objectives into online actions, providing direction for the use of the necessary online resources to achieve the goals.
This provides the guidance that is essential for maintaining a consistent vision.
How do you get to the right online strategy
To give substance to the right online strategy, the starting point is:
Definition of the scope
Start met een afbakening van je online strategie. Wat wil je bereiken?
Based on the scope, we make a choice of primary and secondary target audiences that we want to reach through online channels.
To gain a clear understanding of the desires and requirements of your online target audiences, it's useful to define personas, which are personifications of your target audience. To be successful online, you need to know what your target audience is interested in and where they spend their time online. What do they think of the current information provided? What are their preferences regarding communication or service? Which processes and information on your website or other online channels are currently popular and why? A persona not only describes personal characteristics but also their leisure activities, areas of interest, online usage and behavior, and any information and communication preferences related to your organization.
Key Performance Indicators
Next, we establish online goals for each target audience. If the goal is, for example, increasing revenue, this can be achieved online by attracting more visitors to the website, working on conversion optimization, or increasing the value of the shopping cart. Improving the position of relevant keywords in Google search results may also be part of the strategy. Additionally, the online strategy may focus on efficiency improvements to reduce costs in the logistics process or support organizational recruitment.
Interested in discussing your organization?
Do you want to discuss defining your online strategy with us? Contact us for an inspiring conversation.