Continuing from my earlier blog post, here you go:
Your basic digital toolbox
- · A couple of latest, well-equipped computers/laptops with the latest software
- · Key team members equipped with Smartphones for smoother mobile access to digital networks
- · A good, solid broadband internet connection: This facilitates faster data uploading, downloading of heavy files – content, videos, audio
- · A good brand plan in place – The digital plan is a subset of your brand plan and has to cater to the brand’s larger goals
- · A sustainable strategy and wherewithal to continue the digital plan over the long term
- · The right team mix with knowledge about your business and knowledge about the digital ecosystem
The dos of a successful digital strategy
- · Align it to the big picture: Align it to your brand /company strategy and goals
- · Budget: Earmark a budget for digital from your marketing or advertising budget. Set clear milestones and monitor progress weekly/fortnightly/monthly
- · Plan the digital activity step by step: Else, you might get overwhelmed and not be able to do justice to anything
- · Don’t be present on all digital media: Be there where your target audience congregates. For example, Facebook may not be the place for you if you are into auto components. Research and find the digital platform – social media sites and websites where most of your target market/buyers go. Don’t be on Facebook just because everybody else is there. That could mean a waste of valuable budget
- · Sustainability is key: Digital is no jadoo-ki-chaddi (magic wand); it is a long term investment. If you expect overnight results, you are likely to be crushed. Digital is more about building your brand/name over a period of time. It is about diligent, sustainable efforts worked upon every day so you are visible to your target market and stay top of the mind. Giving up is not an option.
- · Have an internal digital team: Even if it means two or three people; have an internal team for this job. Sustained effort is a must; moreover, your internal team can do this job better than entirely outsourcing it to an outside agency. You can do that initially, and then train your team to take over, with a consultant overlooking the progress weekly.
- · Offline presence and delivery: Promises made online have to be ‘kept’ offline. In simple words, what you promise, you have got to deliver, else you are likely to lose face and therefore business and reputation. Your online reputation must always have an offline plan to live up to your word.
The good and the bad about digital
- Your markets and marketing are at your fingertips and can be reached through even a mobile
- You can achieve far more marketing effort in a lesser amount of money as compared to printing costs or traditional media expenditure
- Digital marketing can be implemented sitting right at your desk. All you need is a well-equipped, reliable computer
- You can find your buyers from all over the world and reach out to them in a jiffy
- You can incorporate to-the-minute updates about your products and services and stocks, so your buyers always know the latest information about you
- You can also effect online orders and make the buying and payment process simple for your buyers, thus saving valuable time
- Starting digital activity with a big bang and giving it up in a short time is a sure case of loss of face – it may amount to lack of seriousness on your part and present a wrong image to your buyers
- Being everywhere on the digital platform without a clue of what will work for you or where your buyers are
- Allowing your digital activity to devour your entire marketing budget without assessing if it is the right strategy
- Not having your digital strategy aligned to your brand strategy/company strategy
They did it. You can do it too.
B2B, they say is not cut out for digital. That’s a myth. Many big and small enterprises have proven this wrong. We will look at how two companies did it the digital way and successfully at that.
Dell’s Digital Savvy
Dell is known for its digital experimentation. Dell even won an award for its focused campaign on LinkedIn. This campaign included creating a close network of IT professionals that it wanted to target for its core products. This activity by Dell focused on using custom groups on LinkedIn.
Dell has a huge number of popular B2B Twitter feeds it operates. Some deal with and announcements, while others are dedicated to answering customer service queries. provides 24×7 global support and answers questions from small and medium size businesses. Different feeds also communicate with one another to ensure that customer queries are dealt with through the proper channels. To make sure it stays on top of things, Dell’s social media command centre collects customer conversations around the web that enables the company to effectively identify problems, address complaints, collect feedback and respond to it.
for B2B Office Supplies, recently introduced a new range of School Stationary Products and launched it via a campaign on Twitter. , India’s #1
To do this, they launched the campaign with the insight that people love to reminisce and talk about their School Memories. People were invited to tweet their favorite School Memory using the hashtag #SchoolMemory. Their winner was declared each day and rewarded with a set of Back-To-School Goodies.
, Officeyes successfully established School Stationary as a part of its product portfolio.Office Yes was successful in reaching out to over 1.6 lakh Twitter users in 20 days and saw a 50% hike in the number of followers as well. The brand maintained an engagement score of 99% through the course of the campaign and hence despite
You may feel they can do it easily. But believe me, taking the first, step, even a small one, is the way to success. When are you going to take that step in your digital journey?