An online strategy is essential to provide a clear direction and hold for your online activities in the complicated online spectrum of countless websites, social media, theme-specific forums, 'my environments' and intranets, and to make results measurable. But how do you actually develop an online strategy? In the first part of this diptych I will show you what input you need. In the second part I will discuss the question of how you then set up your online strategy.
Everything you do online, you do for a reason, a goal. In order to make your online activities truly successfu list to data it is therefore essential that you make clear definitions and choices. For example, it must be clear which online target groups you want to serve, what your online objectives and KPIs are, what the consequences are for the organization, which online tools you use and what you do first and last. If you do not describe this, you are shooting with a shotgun and you do not know where your efforts will lead. Your euros and time are too valuable to leave to chance.
Required input
Steps to an online strategy
In one of my previous articles I described that as a first step to online success you need to have a vision of the role of online for your organization. In this you sketch an online future image based on trends, developments and organizational principles. This vision ensures that you can take the next step to online strategy with a broad view. As input for this strategy you need on the one hand a clear picture of what your organization wants to achieve and on the other hand what the wishes of the target group are.
What does your organization want?
Insight into current position
It is important to first outline where your organization is now. Therefore, start with an analysis of the current use of online and how you perform compared to your competition. Methods that you can use for this: