Why Your Digital Strategy Is Not Working
2016 is an exciting time for digital rebranding. There is a sizable group of mid level organizations that are slightly behind the curve and don't have a digital strategy.
Recently a client of ours, that is a fairly healthy print publication, told us that they're advertisers keep asking them for their "digital strategy". So, they did what most baby boomers would do and invested in a website and told us "Voila!" our digital strategy.
Don't get me wrong, a website, or digital destination (doesn't always need to be a site) is a strong element but is just that, a single element. Honestly, the reason your digital strategy isn't working is because you don't have one.
What is Digital Strategy?
You have to look at a Digital Strategy the same way you would a presidential campaign. You have to outline the tone, method, and frequency of your audience engagement. You need to think about what distinguishes you from other candidates. Why should I vote for you? You need to write a platform to explain what you stand for in the main issues of your community. Again, why should I vote for you?
Digital strategy is the unification of branding across multiple platforms. Digital strategy implores that you develop a method to create, or curate content specific to your niche market. Some brands have used the digital space as a way to change their tone, others have used it to double down on past values, and the choice to do those things is the real opportunity of the digital space.
I listen to self proclaimed digital gurus, talk in vague terminologies about "tremendous opportunities" in the digital world. They make it seem like because the digital space is varied, that making bold declarations about "leading your tribe", or "going viral" doesn't have to have any basis in habitual and quantifiable practices.
I know it may sound vague when I say: you have to know what your brand means, and how it speaks, so that you can create messages that accurately represent you. And that's because I can't tell you specifically what tone your brand should take; only you can. But once you do, there is a systematic process that incorporates a healthy amount of carefully calculated trial and error to use content to start an engaging dialogue with your audience. The moral of this story is:
Whether you're a personal brand or a major company if you have multiple accounts, on multiple platforms, and post then you my friend have a digital strategy. The question is: Is it a good one?
Dusha Holmes II Digital Media Savant
