How to Create a Digital Strategy

1. Define Objectives

   • Decide what you want to achieve (e.g., increase brand awareness, generate leads, drive sales). To some people this might be a trivial - but honestly, is the catalyst to doing something great or something terrible.
     
     Often this comes from truly understanding the problem - clients often want more sales or leads, but that doesn't totally define the problem. The question to ask here is "why are leads not converting?" - by answering that question the solution becomes intrinsically easier to tackle and answer.
     
     
     

2. Know Your Audience

   • Research your target audience’s preferences, behaviours, and pain points. With so many data points on our customers it's not enough now to ask Facebook to do the heavy lifting. Whether you are a service provider or selling a product - the chances are you've created your business with a core audience in mind.
     
     

   • Use tools like Google Analytics or social media insights to gather the information - you can then start to build a persona around your audience understanding where they shop, how they shop - what are the affinity interests they're into. In understanding this you can start to develop the right content and ensure it's relevant.
     
     

3. Audit Your Current Digital Presence

   • Review your website, social media, and existing campaigns - Identify strengths, weaknesses, and opportunities.
     
     If you've done the audience research piece the following sections start to flow quite nicely. In short - do your digital channels speak to that audience? If no, then adapt the messaging, change the imagery. This doesn't always mean a total rebrand, but a refocus of efforts to whats working.
     
     

4. Choose the Right Channels

   • Focus on platforms where your audience is most active (e.g., Instagram for visual content, LinkedIn for B2B connections).
     
     Nearly all brands operate on a number of different channels. it provides more reach and gives more opportunity for awareness. In years gone by, us marketers used to be able to create a single asset with a line of copy and hit "publish to all channels". This approach has long gone. fundamentally - if you're just using the same asset on a number of channels - you're doing it wrong.
     
     Just like your audience. Social channels have different audiences to - research the right channels for you and your business.
     
     

5. Develop a Content Plan

   • Create content that aligns with your goals and audience needs.

   • Use a mix of formats like blogs, videos, and social media posts.
     
     

6. Allocate Budget and Resources

   • Assign clear roles and responsibilities.

   • Decide how much to invest in paid ads, tools, or hiring experts.
     
     

7. Track Performance

   • Set measurable KPIs (e.g., website traffic, conversion rates).

   • Use analytics tools to monitor and adjust strategies as needed.

How to Define a Digital Strategy

A digital strategy outlines how your business will achieve its objectives using online tools and platforms. Start by asking yourself these questions:

• What are my business goals?

• Who is my target audience?

• What digital channels should I use?

• What resources are available to execute the strategy?

Your answers will help form a clear plan of action, making it easier to focus efforts where they matter most.

What is a Digital Strategy?

A digital strategy is a plan that integrates technology and digital channels to achieve specific business goals. It includes:

• Audience insights: Understanding who you’re targeting.

• Channel selection: Deciding which platforms to focus on.

• Content planning: Creating relevant and engaging materials.

• Performance tracking: Measuring outcomes to refine your approach.

Defining a Digital Strategy in Sport

In sport, a digital strategy connects teams, brands, and fans through technology. Here’s how to define it:

• Audience Engagement: Use digital channels to connect with fans and build loyalty.

• Sponsorship Value: Demonstrate ROI for sponsors through digital activations.

• Revenue Growth: Leverage e-commerce and digital ticketing systems.

• Brand Building: Create memorable online experiences that reflect your team’s identity.

How Do I Create a Digital Strategy?

Follow these steps to create your strategy:

1. Analyse the Competition

   • Identify what competitors are doing well and where they fall short.

2. Set Clear Goals

   • Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).

3. Map the Customer Journey

   • Understand how your audience interacts with your brand online.

4. Create a Tactical Plan

   • Outline key actions for each channel.

   • Prioritise high-impact activities.

5. Test and Refine

   • Run small experiments to see what works.

   • Use feedback to make continuous improvements.

What Should a Digital Strategy Include?

A solid digital strategy includes:

• Objectives: What you’re aiming to achieve.

• Audience Analysis: Who you’re targeting.

• Channel Plan: Where you’ll focus your efforts.

• Content Strategy: What messages and formats you’ll use.

• Budget and Resources: How much time and money you’ll allocate.

• KPIs: How success will be measured.

Dropshot’s Approach to Digital Strategy

At Dropshot, we take a tailored approach to digital strategy, combining industry expertise with data-driven insights. Our process focuses on:

1. Collaborative Planning

   • We work closely with your team to understand your goals and challenges.

2. Audience-Centric Design

   • Our strategies are built around your target audience to maximise impact.

3. Agility and Adaptability

   • We embrace flexibility to keep your strategy aligned with evolving trends.

4. Full-Funnel Focus

   • From brand awareness to conversion, we ensure every stage is optimised.

With a deep understanding of sports marketing, Dropshot crafts strategies that drive measurable results. Visit dropshotagency.com to learn more.