How to do a digital strategy study for any business?

Strategic communication, campaign creation, organic positioning and any discipline that has to do with the creative process are the most undervalued in terms of recognition of work. This is because this type of communication has the objective that the work behind it is not perceived. And it is intended that it be perfectly integrated with the information received by the message recipient. But to be aware of all the work behind this type of task, today we want to tell you how to do a digital strategy study for any business step by step.

What is a digital strategy study for any business?

A digital strategy study is a document prepared and written based on all information collected to carry out strategic communication of a business or a company. The study does not consist of exposing the information accumulated over time. This compilation, although tedious, can be done by practically anyone.

The main thing in the digital strategy study is to work on the conclusions and interpretations of the data obtained. And can express them most directly and simply for the client to understand. Providing with all this an objective and verifiable data analysis, always with references to the sources consulted. An annex of data that corroborates information can be included as an attachment.

And once these conclusions and data distribution has been made, apply them to a communication strategy with the guarantee of obtaining the expected results. We could say that the analysis explains the reason for the developed strategy based on it. Since to know which is the best line of communication and strategy for a particular business, it is necessary to have previously done an exhaustive investigation of multiple factors. 

What is a digital strategy study for?

These studies are usually carried out by companies specialized in these areas. At Mavenup Creatives, we carry out these studies thanks to our experience and specialization in market research and strategic communication.

This element aims to achieve business objectives through established communication based on collected evidence. With the analysis results, each business will have defined the communication that must be used based on its market, competition, desired media, and route.

This study can be carried out in emerging companies that want to carry out a neat digital communication from the beginning to ensure that they do not make a false step and do not waste time or resources. But it can also be done in companies and businesses that have been in the market for years and want to achieve specific objectives, change their public image and the general opinion that the audience has about them, make a breakthrough in the digital market or simply learn how the market works. In which they are moving and what is the fastest way to achieve results.

What should the digital strategy study for any business contain?

This study includes a lot of information susceptible to updates and changes. It should also be clarified that there is no magic formula for doing this work because it depends on the person in charge who executes the study and in which market the client is moving. The distribution of information or the points to be detailed may vary. We tell you how we distribute this information to adapt it and present it in the client's language and, of course, its audience.

Introduction to the report

In the first section, the reader will have to be put in context, in this case, so that he knows what we will talk about if he is a person external to the client. It must be well explained to understand any person, how the report will be prepared and what objectives it is based on. Also, briefly explain the contracting company or business, its activity, and the need to use this study.

The introduction must be brief but concise, avoiding being too long and without naming practical examples or specific particularities; we will have other points later to include this information if needed.

Competitor analysis

This section is where we will begin to place the reader in the position he should be. And there is no better way to start knowing the type of communication that should be done than by looking at the communication of the main competitors.

Depending on the client and the market in which it operates, we can divide the competition into direct and indirect. Through this section, we will be able to show what has worked and what has not, the mistakes made in the competition to avoid them, and the strategies that have worked to implement them.

It is not about copying ideas but knowing how information moves in our market niche. In addition to general analysis, it will be possible to choose the most powerful competitors and analyze some areas of their strategies separately.

Competitors website

The website's speed will be measured, its usability, content structure, and text readability... In short, a complete web audit will have to be carried out on how the competition's website is made and works.

Social networks

It is also useful to see how they have communicated through their social networks, what images they use, how they identify themselves and which networks they use the most because it will be in those where your target audience is true.

Within the study of social networks, in addition to the profiles and content feeds, interaction with the public, the visibility of publications, how they structure their frequency and all the details that can be converted should be observed in a communicative pattern.

SEO positioning

Here we must include information about each competitor's organic positioning in search engines. For example, see which keywords they have used, which ones are working and how and for how long they have been rising in search positions.

It's also helpful to look at the keywords they match up on and how each ranks for them. Sometimes it is necessary to geolocate the keywords to establish a geolocated positioning strategy.

Online advertising

Here we will see which competitors use "the heavy artillery," observing their campaigns, Google ads, images and words used in this internet marketing agency. It is also advisable to see if they have advertised on social networks, which ones they have done it on and how their campaigns have worked.

Analysis of the market situation

We cannot focus on the study's results if we do not know how the market works; here, we will prepare a summary, with the competition data in front of us, of the functioning of the communication between competitors and users. The time of the business in the market and how it has evolved over the years will also be analyzed if it is emerging in the digital presence and where the public is mainly.

SWOT Analysis

This point must be consulted and written with the help and presence of the client at all times since it consists of carrying out an analysis of four sections for the client: Weaknesses, Threats, Strengths and Opportunities.

The weaknesses and strengths are part of the analysis of the internal activity of the company, and problems or improvements can be solved from within. Instead, the opportunities and threats focus on the outside of the company, the environment and the points to take into account that could act positively or negatively for the business. By collecting this information, we can get a reliable idea of ​​where the company is to its aspirations and resources.

Target customer analysis

A more specific part of the market analysis is detailing the target audience or target of the client's business activity. Here we must build in detail the company's buyer persona, which consists of preparing a description of what the perfect client would be like for the consumption of the business activity in particular.

Through the construction of this figure, several market points can be located. With verified data on the target audience's characteristics, we can develop a content marketing strategy capable of generating interest in the maximum possible target. It is important at this point to know the size of the real target audience, helping us with precise data such as percentages, certified studies or official reports on business activities. This information will make it easier to develop realistic and manageable strategies.

Brand analysis

At this time, we are already focused on the client. In particular, we forget about the environment, the market, the competition and everything previously investigated. However, we will use this information to guarantee the strategy's effectiveness and the definition of the following points.

Definition of 'reason why.'

The reason is the concept that defines the "soul" of the brand. The value or values ​​by which they want to be recognized, taking into account the identity they want to have and the image they will project abroad within the construction of the reason why a company philosophy is usually established, along with its mission, vision and values.

Definition of the tone of communication

Considering the target audience, the competition and the market in which the client will move, we must be realistic and adapt the communicative tone to the public that will receive the message. Cordial communication is not always effective, and you have to adapt to the jargon and colloquial language of the client's target. As well as knowing the technicalities or important specific words of the business activity.

Desired position in the market

In this section, we build a realistic and achievable fantasy of the positioning we want to obtain organically with communication. Considering the competition and the resources used, it should be an acceptable position. 

Communication objectives

The wording of this section includes a list of concise phrases that refer to those purposes to be achieved through communication. You have to set realistic, achievable timetables and measurable goals. Sometimes counting on different types of objectives such as general, specific or operational.