Unsurprisingly, 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 confusion social media tactics
for each of your brand launches that site independently of each other instead of complement 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 or 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
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
As PR evolves from a presentational to more interactive approach, it’s important to give ourselves
checkpoints at which we can review, amend or boost activity if needed to encourage campaign