Now you have thousands of likes, fans and followers – the kinds of numbers that merit attention and strategy. At the end of the day, it doesn’t matter how you got here, but it’s time to plan where to go now.
Start with this…
1. List Your Assets
Make a list of all your digital assets – web site, social networks, email marketing, mobile app, etc… Also, list the high level numbers/stats that you have for each asset.
Take a good look at what you have – can you identify why are you in those spaces? What sorts of “returns” are the producing? Is there anything missing? Is there too much of something? Have you been listening – what is your market saying?
2. Determine Your Objective
Now that you have an idea of what you have, what do you want to do with them? What is the goal or objective that you want to achieve with this? As with any goal setting, be specific. You might have overarching as well as specific goals. Goals could be anything: direct revenue, increasing stats, growth of X or Y, increase in A or B… But be sure to make things measurable so you can track your progress.
3. Align Your Resources
Lastly, align your resources – both staff as well as digital assets – to accomplish those objectives. For example, if you want to launch a point of purchase initiative, consider a foursquare promotion. But also consider how you will support it – how can you use your other assets to support this? Ideally, your digital assets are continually reinforcing one another as required to achieve both short-term and overarching goals and objectives.
There’s a ton of details that need to be flushed out in these steps – though the structure is simple, how you execute, innovate and strategize is the real key element. The main take-away here is to begin to structure your efforts within a defined plan.
Execution, innovation and strategy – the real meat behind the structure is exactly what the projects I work on are all about. If you have any questions, just let me know!