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5 steps to a perfect digital strategy

5 steps to a perfect digital strategy

5 steps to a perfect digital strategy

home / Archives for June 2019

Not sure if you need a digital strategy or what to write? Read on…

what is a digital strategy?

A digital strategy is like a blueprint or roadmap for how you plan to achieve your company’s objectives online. It’s a bit like a business strategy, but focusing specifically on digital goals and tactics.

It may seem arduous to write a digital strategy (and indeed it takes substantial thought, time and research) but it ensures that your digital activities make strategic sense. It also helps your company plan for the long-term and avoid making chaotic, knee-jerk reactions to technological and digital changes.

A strategy validates the need for investment in digital, and ensures clarity and cohesion between the different staff and departments involved in digital work.

Here are our five steps for creating a brilliant digital strategy…

1. do your research

Before you write your digital strategy, it’s important to do some background research:

  • Consider your competitors: What are your they doing online? How is your company different or similar?
  • Look at analytics and customer data: How are people finding your website? Which activities get greatest (and least) digital engagement?
  • Audit your current digital systems and capabilities: Are the technologies you use fit for purpose? Do staff have enough understanding and knowledge of digital?

Collating and thinking about this information will ensure your digital strategy is on the right track.

2. set SMART objectives

What do you want your digital strategy to achieve? This should tie in with your wider business objectives, but be focused on what can be done digitally.

Make sure all goals are SMART (specific, measurable, achievable, relevant and time-measured) – so rather than saying something general, like ‘increasing conversions’, clarify the timeframe and specific output you’re seeking eg. to increase online purchases of t-shirts by 10% by 31 August 2020.

Make sure to consider the ‘why’ of every objective – what is the business benefit of achieving it? For example, many companies seek to increase their followers on social media, but don’t actually think about what purpose this will serve or whether it’s beneficial for the bottom line.

Finally, don’t forecast too far ahead; the digital landscape changes rapidly, so planning five or ten years in advance is unlikely to be effective.

3. divide and conquer

Once you have a few main objectives, divide each of these into smaller tactics and goals that go towards achieving the end-goal.

Make sure to create a clear timeframe and plan for achieving each objective, bearing in mind that things may need to be adapted in line with technological and digital changes.

4. be specific

It’s impossible to do all things digital across all channels and reach all people.

Who is your target audience, and which channels will be most effective to reach them? Who will be responsible for making digital decisions? What work will be done in-house and what will be outsourced?

What is your brand’s personality and tone online? Where is it best to invest your resources – social media, website, email marketing, digital advertising, SEO and/or a mobile app?

Clarifying your focus and approach in advance will not only prevent wasting time and money but also help reduce conflicts down the line. You may also need to create separate strategies/policies for things like event marketing, social media usage and crisis management.

5. analyse and revise

Once your strategy is written, it’s time to put it into action!

But things don’t end there. It’s important to keep analysing and updating your digital strategy to ensure it’s achieving its objectives, working cohesively towards wider business goals, and taking full advantage of the latest digital opportunities. Good luck!

If you’d like on-demand support with digital strategy or any other aspect of digital performance, please get in touch and we’ll be happy to help.

top digital industry news – June 2019

top digital industry news – June 2019

top digital industry news – June 2019

home / Archives for June 2019

We share the digital industry’s best news stories, insights and tips from June 2019…

Pedalo & client news

web design & maintenance

SEO

marketing & social

tech & digital

Don’t forget to follow us on Twitter and LinkedIn for regular news and updates. Or, for on-demand digital expertise, please get in touch and we’ll be happy to help!

pedalo launches new website for Yes to Life

pedalo launches new website for Yes to Life

pedalo launches new website for Yes to Life

home / Archives for June 2019

We’re proud to share our beautiful new website design for Yes to Life

Yes to Life is a brilliant, integrative cancer charity. It empowers people with cancer to make informed decisions about their care options, providing evidence-based information through its website, phone helpline, publications, conferences and specialist practitioners.

The new Yes to Life website has a clean and clear design in its blue and white brand colours. It focuses on providing information for cancer patients, as well as encouraging people to support and fundraise for the charity.

Check out the new Yes to Life website now at www.yestolife.org.uk and let us know what you think!

If you’d like a new design for your website, please get in touch. We offer high-quality web development services on-demand, and have specialist expertise across a range of digital platforms including Drupal and WordPress. The best way to contact us is on 020 8747 3274 – we’re always happy to chat through your needs and requirements.

Q&A with Pedalo founder Guy Courtney

Q&A with Pedalo founder Guy Courtney

Q&A with Pedalo founder Guy Courtney

home / Archives for June 2019

As we launch our new website and on-demand digital support model, Pedalo founder and director Guy Courtney shares his thoughts about being an entrepreneur, the changing digital world and the importance of working with good people…

how did Pedalo come about?

Pedalo came about in 1999. I was employed with an NHS hospital doing some database work, and they needed a website. It was the early days of digital, and I learned HTML and helped design the site. It was to showcase the research the hospital was doing – and was a great success at getting the message across. Having always wanted to work for myself, I decided I’d set up a business making websites. The onset of the internet and digital felt like a perfect opportunity.

did you have an entrepreneurial background?

I’d always been interested in business. I ran lots of small ventures as a teenager and into my early twenties, but unfortunately not very successfully! But you learn a lot running unsuccessful ventures. Then I studied social policy at university – which wasn’t really relevant to what I’ve ended up doing, but did give me great foundation skills, like adaptability, analysis and having a clear vision. I think I probably took a lead from my dad – he’d always run his own business, which made me want to do it.

what makes Pedalo unique?

Our model is unique in that it’s on-demand, and clients just pay for the services they need as and when they need them. They can buy blocks of hours at a discounted rate and use them over the long-term, with no time limit. We’re trying to be totally transparent both in terms of communication and cost – not forcing clients into contracts where they have to pay a monthly retainer for little return, as a lot of other agencies do. We’re also really focused on providing ongoing support and strategic input, where we can develop and improve clients’ websites and digital strategies over time rather than thinking ‘project done and move on’.

Aside from that, it’s not really unique but it does make for a solid business – and that’s our ethos of having good, collaborative relationships with clients. We’re willing to challenge clients – to encourage them to slow down and think more if needed – so they can get the very best outcomes. We really try to support them and use our experience, expertise and technical knowledge to add value and help them move forwards digitally. 

how has Pedalo changed over time?

The business has evolved significantly over the years. Digital changes so quickly – it’s totally different to what I might have imagined 20 years ago. In the early days, companies just wanted a basic website to share information – it was more like a digital version of a print brochure.

Over time, functionality has become much more important – from different options for content production to integrating websites with other systems. There’s also increasing challenges around digital marketing, such as through mailing lists, social media, advertising and search engine optimisation. At the beginning, we mainly did one-off web design projects but now we’re more interested in ongoing collaboration with clients, and our residual revenue from existing clients is increasing year on year.

what are your goals for the next five years?

Digital is constantly evolving and that’s a real challenge. We’re now focusing on our ongoing maintenance and support services as that’s where we can really add value for clients, as well as still providing great user experience, research and design/build. Over the next five years, we’ll be broadening our service offering – increasing the number of technologies we work with, and providing more digital services like animation, print design and SEO to enhance our support model and make things easier for clients.

what advice would you give to other entrepreneurs wanting to set up a business?

Work with good people, take risks, plan, and understand where you’re trying to get to before you start. I can’t emphasise enough the importance of good people. It’s not cheap to hire experts but it really helps grow your business. I now work with three other directors and between us, our expertise in business analysis, technology, user experience, strategy and project management provides really strong leadership for the company.

It’s challenging running a business, involving a significant investment of time and mental resources. You need to be constantly assessing where the business is at and where to go next. But it’s really worth doing. It’s such a huge opportunity – to do something you’re interested in and push forward. Be your own boss!

pedalo partners with Ten Health & Fitness

pedalo partners with Ten Health & Fitness

pedalo partners with Ten Health & Fitness

home / Archives for June 2019

We’re delighted to be digital support partners for this award-winning boutique fitness provider…

Ten Health and Fitness provides dynamic and energising health and fitness programmes at studios throughout London. Its trainers and therapists have been described as “miracle workers” by The Daily Telegraph, and the company has won the Tatler Gym Awards four times.

Over the last year, we’ve partnered with Ten to improve the integration of their website with MindBody software (which enables users to make online class and therapy bookings) and provided ongoing WordPress maintenance and upgrades. Ten previously had problems on its live site whenever updates were performed, but we’ve now created a robust development and testing process that ensures that Ten’s site is always working optimally.

Find out more about our work in this case study, or visit the Ten Health and Fitness website at www.ten.co.uk.

If you’d like expert, on-demand website support and maintenance for your organisation, give us a call on 020 8747 3274 and we’ll be happy to help.