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DIGITAL GROWTH STRATEGY
CONSULTING SERVICE

Before you commit time, energy and budget to a digital growth strategy, create a blueprint of what success looks like.

Once you embark on a digital growth journey, you want the momentum to keep building. Having a clear roadmap ensures that you are always aiming in the right direction.

Why a Digital Growth Strategy Blueprint is Essential for Success

Digital Growth Strategy Checklist

In the sections below we ask all the questions you need to answer if you want to build a robust Digital Growth Strategy Blueprint.

1. Discovery

BRAND IDENTITY

Is our brand messaging crystal clear and consistent?
Is our brand identity “digital friendly“?
How will we differentiate our brand online?
How will we maintain brand consistency as we start expanding into different digital channels?

COMPANY CULTURE

Do all of our employees understand the goals and objectives of our digital growth strategy, and how their roles contribute to those goals?
How can we communicate our digital growth strategy to employees in a way that is clear, engaging, and actionable?
What training or resources do employees need to be successful in executing our digital growth strategy?
How can we create a culture of innovation and experimentation to support our digital growth strategy?
How can we align our digital growth strategy with our overall business strategy and ensure that all departments are working towards the same goals?
How can we incentivize and reward employees for their contributions to our digital growth strategy?
Are there any potential barriers to internal alignment that we need to address, such as silos or communication breakdowns between departments?
Is there anyone with enough power to sabotage the strategy, should they want to?
What do they need to know so that they feel comfortable to not sabotage the strategy?

COMPETITIVE ANALYSIS

Who are our digital audiences?
How are they different from our legacy audiences?
Who do we compete with on Google Search results?
What are our online competitors’ strengths and weaknesses?
How do they engage with their audiences?
Which digital channels do our audiences prefer?
What kind of content is shared by competitors?
What kind of content resonates with our audiences?
What keywords are our customers using when looking for our services or products online?
What keywords are our competitors ranking for?

JOBS-TO-BE-DONE ANALYSIS

What are the main “jobs” that our customers are hiring our product to do?
What “emotional jobs” are our product doing?
What “social jobs” are our product doing?
Are there new “jobs” that our customers need help with that we are not currently addressing?

80/20 ANALYSIS

Which 5, 10 or 20% of our products generate the majority of our results?
How can we optimize our high-performing products to further improve their results?
Is it feasible to initially optimize our digital growth strategy only for these products?
Are there any low-performing products that can be excluded from the digital growth strategy?
What experiments can we try to further enhance the performance of our top products?

ORGANIC SEGMENTATION

Having discovered the digital landscape in which we will compete, how will we segment the market?
Does our legacy demographic market segmentation make sense in this digital environment?
Should “Search Intent” be considered in segmenting the market?
What are the key differences between our various customer segments when it comes to their digital engagement with our brand, and how can we use these insights to optimize our digital strategy?
Are there any customer segments that we should deprioritize or eliminate from our digital strategy?
How can we use data and analytics to better understand the behavior and preferences of different customer segments?
Are we confident that the data analytics used to come to these conclusions can be trusted?

2. Positioning

STRATEGIC NARRATIVE

What is our vision for the future of our business, and how does digital growth fit into that vision?
How can we communicate our vision for digital growth in a way that motivates and inspires our employees and stakeholders?
What are the key messages that we want to convey through our strategic narrative, and how can we ensure that they are consistent across all digital channels?
How can we use storytelling to make our strategic narrative more engaging and compelling for our audience?
What are the potential challenges and obstacles that we may face as we implement our digital growth strategy, and how can we address these in our strategic narrative?
How can we measure and evaluate the success of our digital growth strategy, and how can we communicate these results through our strategic narrative?
How can we integrate our strategic narrative into our overall digital marketing and branding efforts?

NICHING DOWN

Are there specific niches or subsegments within our industry that we can target with narrowly tailored digital strategies?
What are the pain points and challenges that these niches or subsegments face when it comes to our product, and how can we address these pain points through our digital strategy?
Are there any emerging trends or technologies that are particularly relevant to these niches or subsegments, and how can we leverage these trends to gain a competitive advantage?
How can we use data and analytics to identify and target these niches or subsegments more effectively?
What are the risks and challenges associated with niching down too much, and how can we mitigate these risks?
How can we communicate our niche focus to customers and stakeholders, and how can we ensure that our messaging is clear and compelling?
What are the potential benefits and drawbacks of focusing on a niche strategy versus a broader, more general digital strategy?

PURPOSE & PERSPECTIVE

Are we positioning our product from our perspective (features & benefits), or are we positioning it from a client perspective (solving a problem, addressing a desire, showing why they should care)
How will we ensure that the clients in our various niches “feel heard”?
How are our competitors positioning their offers?
When analyzing competitors’ offers from the perspective of a potential client, do we “feel heard”?
Do we know what the singular kernel of pain/desire is that will shift a prospect’s perspective from mmm to wow?

THE HERO'S JOURNEY

FOR OUR AUDIENCES

How can we use storytelling and other narrative techniques to make our products more compelling and engaging for our target audience?
Personifying our target audience as a “reluctant hero going on a journey to conquer the dragon and get the girl“, what are the hero’s characteristics?
What are the different stages of his journey?
How can we tailor our digital strategy to address each of these stages?
What challenges or pain points are they facing in their journey?
How can our product help the hero overcome these challenges and achieve their dreams?

FOR OUR OWN HERO’S JOURNEY

What are the potential benefits and drawbacks of using the hero’s journey as a framework for our digital growth strategy, and how does it compare to other strategic frameworks?
How can we measure and evaluate the success of our digital growth strategy from the perspective of the hero’s journey, and how can we use these metrics to adjust our approach over time?

COMPETITIVE POSITIONING

How does our offer compare to our competitors’ digital offerings?
What is our unique value proposition, and how can we communicate this effectively through our digital channels?
How can we differentiate ourselves from our competitors in the digital space?
What are the key features and benefits of our offer, and how can we highlight these through our digital marketing efforts?
How can we use data and analytics to better understand our customers’ preferences and needs, and tailor our offer to meet these needs?
What are the potential risks and challenges associated with our competitive positioning in the digital space, and how can we mitigate these risks?
How can we measure and evaluate the success of our competitive positioning strategy, and how can we use these metrics to adjust our approach over time?
What are the potential benefits and drawbacks of different competitive positioning strategies, and how can we determine which approach is best for our business and target audience?
How can we use digital channels to build brand awareness and credibility, and position ourselves as a leader in our industry?
How can we use digital channels to engage with our customers and build relationships that drive loyalty and repeat business?

CRAFTING THE OFFER

What are the key pain points and challenges that our target audience faces, and how can we address these through our offer?
How can we tailor our offer to meet the specific needs and preferences of different heroes?
What are the key features and benefits of our offer, and how can we communicate these effectively through our digital channels?
What are the potential benefits and drawbacks of different pricing and packaging strategies, and how can we determine which approach is best for our business and target audience?
How can we use social proof and other persuasive techniques to increase the perceived value of our offer and drive conversions?
What are the potential barriers or objections that customers may have to our offer, and how can we address these through our messaging and positioning?
How can we use data and analytics to optimize our offer and increase conversions over time?
What are the potential risks and challenges associated with crafting an offer that converts, and how can we mitigate these risks?
How can we measure and evaluate the success of our offer, and how can we use these metrics to adjust our approach over time?
How can we use customer feedback and insights to continually improve and refine our offer over time?

3. Planning

BUDGET PRIORITIES

How important is the Digital Growth Strategy in context of the overall growth strategy of the company?
Does the budget allocation reflect this importance?
How and when will we measure whether the investment in the Digital Growth Strategy was worthwhile?

STRATEGY PRIORITIES

Given the budget allocation for the Digital Growth Strategy, how are we going to prioritize spend?
Which market segments should get most of the budget?
Which digital channels are we going to focus on?
Are we confident that the strategy priorities will allow us to effectively compete in the chosen market segments, given what we know about the digital competitive environment?
What is the outcome we can reasonably expect to achieve with these Strategy Priorities?
What is the return on investment we expect to get with these Strategy Priorities?

SCENARIO MAPPING

Having chosen the Strategy Priorities, do Scenario Mapping of the chosen strategies, and then answer the following questions:

Does the scenario result reflect the expected financial outcome?
What are the risks and challenges that may negatively impact this outcome?
What should be changed to get us to the expected ROI?

CONTENT STRATEGIES

What are our goals and objectives for our content strategy, and how can we ensure that our content aligns with these goals?
What types of content is our audience most interested in consuming?
How often would they want to see new content?
Which digital channels do they prefer consuming this content on?
How can we use storytelling and other narrative techniques to make our content more engaging and compelling for our audience?
What are the potential benefits and drawbacks of different types of content, such as video, blog posts, or social media content?
How can we use data and analytics to better understand our customers’ behavior and preferences when it comes to content consumption?

TRAFFIC STRATEGIES

Given the priorities established during the Scenario Mapping process, ask the following questions:

What are the most effective channels for driving traffic to our website or digital offerings, and how can we optimize our presence on these channels?
How can we use search engine optimization (SEO) techniques to improve our website’s visibility and ranking in search engine results?
What are the most effective paid advertising channels for our target audience, and how can we optimize our campaigns for these channels?
How can we use social media to drive traffic to our website or digital offerings, and engage with our target audience in a meaningful way?
What are the potential risks and challenges associated with different traffic strategies, and how can we mitigate these risks?
How can we measure and evaluate the success of our traffic strategies, and how can we use these metrics to adjust our approach over time?
How can we use data and analytics to optimize our traffic strategies and drive greater success and growth?

"SELLING" THE BLUEPRINT

Once your Blueprint is complete, you need to “sell” it internally to relevant stakeholders, so that you can get the buy-in required to build momentum over the long term.

Who needs to be convinced that this is a good plan?
Is there any aspect of the plan that will meet resistance in a specific department?
How can we give every stakeholder what they want, without compromising the plan?
When will we know that the plan is 100% approved and ready for kick-off implementation?

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