Digital Strategy’s Positioning Between Marketing and Sales

Digital strategy may not be a term that the average small business owner hears on a day-to-day basis. At Vervology, we feel like it’s time for that to change. Digital strategy should have a prominent role in any business plan, especially given the digital world we are living in. That’s why, in today’s post, we are breaking down digital strategy: what it is, how to use it, its impact, and its place in the world of small businesses, particularly as it relates to marketing and sales.

Marketing and Digital Strategy

Marketing is traditionally associated with activities such as advertising and using persuasive story-telling to effect action. This often results in buying a product or booking a service. Today, there are approaches like organic digital marketing that can be utilized as ethical and effective ways to target audiences. Organic digital marketing is centered on authenticity and consumers finding the company in a natural way. The process as a whole is strategic. It relies on momentum and audience build-up over time through a steady stream of timely content content. As the world economy recovers from COVID-19, there is a strong need for marketing to make companies stand out and appeal to consumers to get people back to consuming. So, how does marketing and organic digital marketing fit in with digital strategy to drive this momentum?

Simply put, digital strategy supports marketing by maximizing efficiency and serving as a force multiplier. Aspects of digital strategy, such as careful research into audience analytics on social media and one’s website combined with a particular eye on crafted user experience, are the points at which these two practices meet. Without a digital strategy to guide the way, a marketing effort may be at risk for lacking significance. It may seem disconnected from your brand. Or it may go unnoticed by key members of your target audience.

Sales and Digital Strategy

In business, a sales department is typically in charge of connecting goods and services a company provides to the consumers and businesses that need or want them. Sometimes these consumers and businesses have advanced knowledge of the company, and sometimes they don’t. Without active conversation taking place inside and outside the business (on social media, for instance) an audience cannot be built. How does digital strategy come into play here?

Digital strategy supports a business’s sales and financial growth because it covers all facets of a company’s overall online presence. Without an effective website and social media channels, a small business may find it hard to ramp up sales, especially newer businesses without significant word-of-mouth or older ones that have never ventured online. A company’s public web presence, guided by a digital strategy provides for a very positive first impression. Even if a customer chooses not to purchase that day, they will still be able to access your online information. This is a particularly valuable thing as everyone’s time begins to get more and more valuable. Your digital strategy can even incorporate elements like e-commerce as a way to open up new avenues for customer engagement and sales beyond a trip to your physical location. It’s flexible and expandable and can help you adapt to rapid changes.

Why It Matters

As you can see, a good digital strategy can help guide and inform your business’s marketing and sales efforts. It can, in fact, do even more than that. Think of it as a modular framework that can adapt across many different functional aspects of your business. Therefore, just as technology permeates through more and more areas of business, a digital strategy can also inform these areas. Your business’s internet presence is important to maximize. Without a solid plan to reach goals and create value for online users, businesses can struggle.

Are you interested in taking your online presence to the next level? Get in touch with us for a free consultation and a digital strategy best-suited to your unique needs as a business.