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5/5 - Strategy & Planning – PR guide to creating a killer Digital Communications strategy

Date Posted: Monday 16th May 2016

One of the most common questions we get asked is ‘how do I develop and plan a digital strategy?’

The biggest mistake is to just create a document with lots of busy and confusing social media tactics for each of your brand launches that sit independently of each other instead of complementing each other. It really isn’t about just building a social media following for the sake of it, but more about how you are building brand strategy with the consumer at the very heart. 

Below are five ways you can ensure you are building a strategy that is based on consumer insights and that will help build your brand equity in the long term.

1. Create an iterative process.

The dynamics of your market place, your customers, your competitors and your USP/competitive advantage will all determine how best to build a strategy that stays true to your brand essence, but also gives you the flexibility to adapt your approach as needed.

2. Understand your audience.

Consider their situation, what they want to achieve, where they ‘hang out’ both on social and in the real world. All of these things will influence their behaviour and, in turn, should influence how you connect with them.

3. Agree on your approach.

Whilst it’s beneficial to have a good understanding of how the key digital marketing channels can help drive your brand strategy, it may be best to select the fewer approaches that will make the biggest step change to your brand objectives.

4. Always consider the legal and ethical implications.

Most online marketing is permission based, so it’s essential to understand and ensure compliance with any data capture related activity especially.

5. Measure, analyse & iterate.

It’s important to create an action plan that clearly maps out frequency, measurement tools, KPIs and spend. When considering spend, this also includes talent and time, so definitely worth looking at areas that you can perhaps pitch out to experts or agencies, so you can focus on building powerful relationships and creating killer content.

As PR evolves from a presentational to a more interactive approach, it’s important to give ourselves check points at which we can review, amend or boost activity if needed to encourage campaign success.


This article was provided by training consultancy Digital Marketing London Ltd.

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