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FUNDAMENTALS OF DIGITAL MARKETING: MODULE 4/26
Plan your online business strategy
From identifying your goals to knowing how to track your progress, this topic will show you how to put your best foot forward when creating a digital business strategy. Learn how to stand apart from the competition and how to impress customers at every point of their experience.
Lessons 1
1. The benefits of an online strategy
Key learnings
An online business strategy can boost your chances of digital success, helping you to define clear goals and focus your online activity. In this lesson, we’ll explore:
how an online business can benefit from a business strategy
best practices when creating a business strategy
examples of common goals and popular strategies to achieve them.
Sam has recently decided to launch an online fitness coaching service. He has registered a domain name and set up a website, but is unsure of how to launch his business online in a way that will help him grow sustainably.
Help Sam create his own online business strategy, by selecting the correct steps he should take.
Lessons 2
2. Taking a business online
Key learnings
When taking a business online, understanding how customers browse on the web is an important factor in ensuring your online efforts are rewarded. In this lesson, we will explore:
customer behaviours online, and how these overlap with offline behaviours
the “See, Think, Do, Care” framework, and how to use this to help understand the online customer journey
how to group your audiences using audience segmentation.
Omar owns a stall selling handmade cosmetics, and wants to launch an e-commerce site. He has lots of experience selling his products in person at markets, but is now hoping to reach more customers online.
Can you advise Omar on how to make both his online and offline business successful?
Lessons 3
3. Understanding customer behaviour
Key learnings
Create the best possible online experience for customers by understanding how to make the most of the moments when they interact with a brand. In this lesson, we’ll explore:
what customer touchpoints are
how to map common online customer journeys
how to identify customer touchpoints that generate business goals.
Holly owns a dance studio. To improve sales of dance classes, she is reviewing how her marketing team could update the company’s online presence.
As part of the rebrand, the team listened to customer feedback and mapped customer journeys. They identified two things online customers generally struggled with: navigating the website and finding the business’s contact information.
Which of the brand’s touchpoints should Holly modify to help address her customer’s feedback?
Lessons 4
4. How to stand out from the competition
Key learnings
Understanding the competition is a key component of your online strategy, enabling you to position a business correctly in the marketplace. In this lesson, we’ll explore:
how to identify what makes a business stand out in a busy marketplace
why Unique Selling Points (USPs) are important and how to construct them
online tools available to help you research the competition.
Bobbi owns a protein shake company, which has been trading for 3 years. Her products are stocked in a number of gyms, but the company has not seen much growth in recent months. Bobbi would now like to break into the online market to boost product sales.
Which of the following actions should Bobbi take to identify opportunities for online business growth?
Lessons 5
5. Using goals to improve business performance
Key learnings
When marketing your business online, it’s important to use the data and metrics available to evaluate how your online activities are performing. In this lesson, we’ll explore:
why setting goals and KPIs is so important to online businesses
how to construct a KPI using the SMART framework
how to analyse data gathered to help improve online marketing efforts.
Ryan has written some KPIs to help his fitness centres achieve the business goal of “improving overall client satisfaction”.
Review these four KPIs. Which do you think fit the criteria of being specific, measurable, attainable, relevant and time-bound?
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