This article is a continuation of \”Your own online strategy – Part 1\“. Once the current situation has been clarified, the next step is to define the target situation and finally determine the strategy.
2. target condition
This section is about describing the target state. A target state includes:
- A vision
- Objectives derived from the business objectives
Please don’t set your goals too narrowly. Objectives at this level can normally be reduced to one of the following three main objectives:
- Increase turnover/sales
- Increase awareness of your own brand
- Consolidate interest group
\”Establish Facebook page\” would be a bad goal, for example. When is the goal considered achieved? Better would be e.g: \”20% increase in acquisition via the website.\” Here are a few ideas on how a goal/target status could be formulated:
- 20% increase in acquisition via website
- The turnover generated via the online store is greater than the turnover of the physical store
- We process all orders online
- Every new product is co-designed by our customers
- etc.
The target state can also be visionary. The vision could well be: \”We acquire new customers online\” and then a corresponding quantifiable target to go with it.
3. define strategy
This is the creative part of the work. The simple question needs to be answered: What is the quickest and most efficient way to get from the current state to the target state? It is best to build on the actual status that you have determined. How can you use your strengths and build on them to achieve your goal? Where are there weaknesses that are preventing you from progressing and which you need to turn into strengths?
Depending on its size, a strategy contains individual activities or projects that need to be completed. The strategy typically also includes a timetable, as you are unlikely to implement all your ideas and plans at once. Possible elements of a strategy could be
- Create a Facebook page and 100 new fans from the surrounding area by the end of the year. That would be xy new fans per week.
- Set up a store on the website and enter all products.
- Place local advertising via Facebook, Google etc.
- Establish a blog with tips and tricks for DIY enthusiasts
- Establish a newsletter
- Introducing a digital order tool
- Facilitate contact via website
- etc.
4. metrics/numbers
Based on the strategy and the target state, you can now define corresponding measurement data so that you can measure whether your strategy is working. At this point it should be said that the number of visitors is in no way an indicator of success or failure. It certainly makes sense to keep an eye on this number, but you may also achieve your goals with fewer \”good\” visitors.
Possible metrics could be:
- Monthly turnover online
- Number of contacts via online form
- Number of visitors who have downloaded a specific brochure
- Number of orders processed online
- Number of comments
- Number of new recipients of the newsletter
Before you start implementing the strategy right away. Give yourself a month to record these figures and establish them as a baseline. You can now show exactly what influence your measures have and whether the effort is worthwhile or whether a strategy correction may be necessary.