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Digital Strategy – part 1

Take a step back

 

In the last few blog posts I’ve been focusing on improvements that you can make to your website and SEO to improve your online presence.

Now we are going to take a step back and look at the bigger picture. I’ve broken this down into four parts, and each week for the next four weeks we will focus on one of them. Let’s do this step by step.

Your website is one piece of your overall digital strategy, and Google is just one way to drive traffic to your site.

To develop a cohesive digital strategy to achieve your business goals, we will start at the beginning. So whip out your Preparation Worksheet again, and we’re going to go deeper.

The important questions 

Think of this part of the process as an audit. Take notes, answer questions, draw out plans as you go through this.

What are your business goals? (yes, art is a business)

What are the needs and priorities of your collectors (clients)? What drives them to buy your art (products)?

What are your needs and priorities?

Why does your work matter?

Is your work and your message inspiring and genuinely encouraging?

What is your big idea?

What is your mission?

What is your vision?

Can you distill your entire plan down to one big idea that you can remember and believe in?

Try summing it up in just a few words.

The idea is to boil the plan down to what matters most and what you want to see happen.

What are your digital objectives?

At the highest level what do you want your digital presence to do for you?

Where are you currently providing the biggest value in your digital presence? What’s already working?

What areas are you strongest in online and what areas do you need some help in?

What do you already have?

In each of the toggles below, there is a series of questions. Answer all of these questions.

The answers to these questions will reveal holes in your digital strategy and suggest new ideas to you that you may not have considered. You will need these answers for the next part of this series, which will cover putting it all together into a Digital Strategy Master Plan.

Website

Do you have a website?

Is it responsive? (Does it look good on mobile & tablet)

Is there an obvious flow for visitors to follow through your website? Is it obvious what you want them to do when they get to your homepage? Do you lead them through from one page or section to the next with calls-to-action?

Have you set up SEO with keywords?

Is your website fast?

Do you have a secure certificate on your site?

Email

Do you collect email addresses from visitors to your site?

Do you send out emails to the subscribers on your list?

How often do you send out emails?

Do the emails look good on desktop and mobile devices?

If you collect email addresses from an international audience, are you GDPR compliant?

Do you tag incoming emails and segment your list if you have more than one offering on your website, i.e. selling art and teaching workshops?

Does your branding appear on your emails?

Are you using your authentic voice in your emails?

Do you have an automated welcome series of emails for new subscribers?

Do you create offers for your subscribers?

Social Media

Have you set up social media accounts?

Is your branding consitent across all social channels?

Do you create native posts on your chosen channels?

Do you always include links in your posts (except Instagram)?

Do you have a link in your Instagram profile?

Do you use keywords in all of your social media posts?

Do you include hashtags in your Instagram and Twitter posts?

Do you have a number of pillar topics that you regularly post about, and write blog posts about?

Do you use the Facebook page chatbot?

SEO

Do you have a primary keyword that you concentrate on?

Do you do keyword research?

Have you researched what keywords your competitors rank for?

Are all the pages of your website optimised for your keywords?

Do you have links from other websites back to your website?

Analytics

Do you have Google analytics set up?

Have you implemented the Facebook pixel?

Do you look at the reports from Google Analytics and analyse them to understand where your website traffic is coming from?

Client / Collector Avatar

Have you drawn up a comprehensive collector or client avatar?

Have you included psychographics in the avatar? e.g. personality, values, opinions, attitudes, interests, and lifestyles

Have you included demographics in the avatar? e.g. age, education, career, nationality, where they live

What are the goals of your ideal collector or client?

What are the objections to buying your art or product of your ideal collector or client?

Lead Magnet

Do you have a lead magnet to encourage subscribers to your email list?

Is it ultra specific to what you do?

Does it offer immediate gratification to your subscriber?

Does it speak to a known end result?

Does it have a high actual value to your subscriber?

Does it have a high perceived value to your subscriber?

Does is shift the relationship between you and your subscriber?

Offers

Are you making offers to your readers and subscribers?

Are the offers clear?

Do you have a sales page on your website? e.g. online shop, or landing page selling a specific product or service

Do you retarget existing collectors and clients with new offers?

Is the copy that you use to make offers in your own authentic voice? Is your grammar correct? Are their any spelling mistakes? 

Are you following a proven selling template when writing your offers?

Organic Traffic Engine

Do you have a strategy for driving free traffic to your website?

Do you make YouTube videos?

Do you post on Instagram?

Do you write a blog?

Do you post on Facebook?

Paid Traffic Engine

Do you have a strategy for driving paid traffic to your website?

Have you tried Facebook video view ads?

Have you tried Facebook lead generation ads?

Have you tried Facebook Messenger ads?

Have you tried Instagram ads?

Have you tried Google Adwords?

Have you tried YouTube ads?

This post is one of a series of tutorial posts that I am writing for my Facebook group of artists and creatives who want to get their online presence up to scratch and create a practical digital strategy while we are self-isolating. Let’s come out the other side of this time better prepared to make a good living with our creative talents. You can join us here.

Learn more about creating a website and marketing your art, creative services or products online with Websites for Artists.

Tracy Algar is a visual artist, web designer and digital strategist who has been selling her art online since 2013. For more tips on creating a website and marketing your art and creative products online subscribe to her email list below or Like her Facebook page.

Digital Strategy – part 2

Digital Strategy – part 2

Part 2 of a 4 part blog series that takes you through the steps you need to follow to create a digital strategy master plan and then to get on with implementing it.

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