DIGITAL STRATEGY LIFECYCLE
§ Find a Company Name and URL without a lot of competition online
§ Basic search on Google and Google Trends
§ Begin even before your company begins
§ Thought Leadership
§ Guest Blogging (HuﬀPo, Forbes, etc.)
§ Build proﬁles and pages on all relevant social networks
§ Twitter, LinkedIn, and any industry-speciﬁc social networks
§ Begin inviting people to follow, connect, like, etc. At launch time, you don’t
want to be at zero.
§ Post sketches, thoughts, questions for you audience, photos of your team, etc.
Keep your audience engaged.
§ Don’t post just for the sake of posting. Make sure the content is interesting,
and enjoyable to the audience.
§ Ask for feedback through your Facebook page. This is a great place for early
product feedback, and multiple diﬀerent viewpoints. If you’re embarrassed of
this interaction at launch time, the posts are simple to delete.
§ Find articles written about your industry.
§ Figure out writers and publications interested in your sector
§ Set up Google alerts
§ Who is your audience?
§ Prior to launch, build and pitch content that is:
§ Take a look at the speciﬁc publications, and tailor your content to ﬁt their
style. Ex. “Top 10 List…”
§ At launch time, put together a press release focused on:
§ Your Product
§ Founder Stories
§ Why you’re diﬀerent
§ Keep it simple. Begin your pitch with a short intro that explains what your
pitch is about. Don’t mention every single thing about your product.
SEO – search engine optimization
§ 70% of the links clicked on Google
are organic (not paid)
§ To rank website importance,
Google and other search engines
§ Backlinks – How many
websites have URLs linking to
§ Keywords – If someone is
searching for chocolate
donuts, Google will show sites
that discuss chocolate donuts
§ This is why it’s important to get
blogs and media outlets linking to
Purchasing Sponsored Listings on search engines, usually Google.
Clickable “Banners” that show next to content on websites
Ads on Facebook, LinkedIn, Twitter
Showing display or social ads only to people that have visited your website
Paying to have an article written by a major news outlet
We invest heavily in customer ratings and reviews
because they are used by up to 80% of shoppers to
Global Director, 3M
The shopping trip now begins long before the
shopper enters the store, so store-focused marketers
have to move their efforts forward.
CEO, Saatchi & Saatchi
§ Even if you have an oﬄine product or local business, people will look online to
learn about you.
§ When building your company’s website, it’s important to include:
§ Explain “Why should people love or trust you?”
§ A place for people to enter their email addresses
§ Positive testimonials
§ Links to your social media site
§ Relevant product or brand images
§ A clear explanation of how to access or purchase your product (CTA)
§ It’s important to test the elements of your website, emails, and ads.
§ Test one thing at a time to make the results easier to read.
§ All tests should be “actionable” = results can be used in future rollouts
§ Product explanation
§ Featured Product
Examples of elements to test
§ Recipients have low patience
§ Get to the point fast
§ Focus on only 1 or 2 subjects
§ Use an equal amount of image and text
§ Avoid writing long paragraphs. Try bullet
points and images.
§ Only send emails to people who have signed up