¿Cómo puedes crear una estrategia digital centrada en el usuario?

It’s important that your ultimate goal is whatever your company goal is (typically it’s either to increase revenues or profits). From there, you can build your next set of output/input goals. Inputs are levers you can move directly that leads to your output (e.g. revenues or profit growth). For example, if your ultimate goal is to increase revenues year-over-year by 10%, that’s your output goal. Your second level output goal would be to increase # of new customers by X% year-over-year. Your input goal (what you can control) would be to increase reach of your digital marketing while maintaining conversion rates via increased impression volume (how many ads you’ve served) and frequency (how many times your ads are shown per time period).

In my experience, the best method is to speak to your users and involve them in the development journey from Day 1. Have constant engagements with them, make them feel involved, and surely sense of ownership will increase through time. The more you know your users, the more they feel involved, the better the digital strategy can fit to their true needs.

Mapping user touchpoints is crucial when crafting a user-centric digital strategy. Imagine you're running an online store, your touchpoints could include your website, social media ads, email newsletters, and customer support chatbots. By optimizing each of these interactions, like making sure your website's checkout process is smooth or providing fast responses through chat, you'll make users happier and boost your conversion rates. Plus, by spotting any issues, such as slow website loading or unresponsive chat support, you can fix them promptly. This approach keeps your digital presence in sync with what users want, building loyalty and enhancing your brand's reputation.

It will also be good to understand how you will measure your user's interaction and experience across the touchpoints. Lay out KPIs that are key and measure them continuously.

Designing your user experience is only possible with focus and understanding. Gather information to make the services better, accept feedback. Read through the value radar, what value are you providing to the customer based on their need and search. That will make user experience better

While chalking out your content strategy, keep in mind the 'PLAN' framework: 1. Purpose: Clearly define the purpose of your content strategy. Determine your business objectives, whether it's increasing brand awareness, driving conversions, or providing educational value. 2. Learn About Your Audience: Understand your target audience deeply. Create detailed personas to identify their needs, preferences, and pain points. 3. Assets and Resources: Assess the resources you have available, including budget, team members, and technology. 4. Narrative and Content Creation: Develop a consistent brand narrative and tone of voice. Plan and create content that aligns with your purpose and resonates with your audience.

It hinges upon the continuous measurement and enhancement of the strategic process. Crucial measures, user responses, sales, paint a fragment of the picture. A digital plan should not just echo stats but predict user needs via data evaluation and automation for proactive adjustment. Assessments should utilize feedback cycles, translating lessons into strategic actions, ensuring an evolving plan tied to fluctuating user needs. Digital strategy isn't a singular event, it's recursive, dependent on data, insights, and market adaptability. Success hinges on sustained dialogue between the organization and users, bridging planning and execution gaps. This ensures continued strategy relevance, enhancing the likelihood of enduring digital triumph.