An online strategy is essential to provide a clear direction and hold for your online activities in the complicated online spectrum of countless sites, social media, theme-specific forums, 'my environments' and intranets, and to make results measurable. How do you develop such an online strategy? In the first part of this diptych, you saw what input you need. In this second part, I will discuss the question of how to set up your online strategy.
Choices and priorities
Once you have all the necessary input on the table, you can start drawing up your online strategy list to data In fact, this is a process of making choices and setting priorities. Which online target groups get priority? What do you want to achieve with them? Which online activities are required? What are the functional, financial and organizational consequences? What will the online activities yield us? What do we do first and what later?
To make your online activities truly successful, it is essential that you make clear definitions, priorities and choices. If you do not describe this, you are shooting with a shotgun in the vast online domain and you do not know where all your efforts lead to. Your euros and time are too valuable to leave to chance.
ScopeWhich business issue underlies or is the reason for drawing up your online strategy? Is it externally or also internally oriented? National or international? Do we include all product/market combinations or are there exceptions? By defining it properly, you will get a clear picture of what your online strategy relates to, but especially what it does not relate to.
Online target groups
Based on the scope, a first choice can be made in primary and secondary target groups that you want to serve via the online channels. Please note that the online target group does not automatically have to be the end customer / end user. Perhaps intermediaries or opinion leaders (press / media) are the most important target groups to do something with online?