Digital Strategy: What it is and Why You Need One.
Do you need a Substack? Should you post more on LinkedIn? Do you need to switch website platforms?
If you find yourself asking these questions, what you really need is a digital strategy.
I resist calling myself a digital strategist, even though it’s what I am. Clients aren’t usually familiar with the term (but often need it and are happy when they get it). It also sounds like an attempt to puff up what I do—like a garbage man calling himself a sanitation engineer.
People sometimes think they need a web designer or social media marketer (and they may need these services), but often, what they really need is a digital strategist.
What is a digital strategy?
A digital strategy, in its simplest form, is a plan for achieving your professional goals using digital means.
This sounds deceptively simple, but in a world full of fragmented digital communication, publishing platforms, and channels, figuring out the right combination of components can be overwhelming.
What are you trying to do?
Clients usually approach me with the presenting symptom of needing a website. They’ll say, “I need a website” or “I need to post on LinkedIn/Substack/Instagram more.”
Similar to a self-diagnosed medical problem, they’re often half-right. But what they think they need probably won’t solve their problem or get them where they want to go.
The first thing they need to figure out is what they actually want—the real goal. This isn’t always easy. There’s the stated goal (the presenting symptom), but behind it is usually a deeper desire or need: to signal legitimacy, attract funding, consolidate work, streamline processes, or showcase expertise.
Taking time to get this right is fundamental. The right digital strategy is downstream of the true goal.
Once you figure out your true goal, you can move on to creating your strategy.
The 6 Dimensions of a Digital Strategy
A digital strategy is made up of six components: a goal, platforms, positioning, branding, content, and distribution. If positioning and branding sound like marketing, you’re not wrong—there is overlap. While defining positioning and branding might not always be part of developing a digital strategy, they’re definitely needed as inputs.
Let’s break each one down:
Goal: What do you want? Taking time to get this right is fundamental. If you get this wrong, your strategy won’t work.
Positioning: What are you the go-to person or organization for? Who are your competitors and peers? What makes you different from them? What are you offering the world?
Brand: Who are you (or your organization), and why do you matter?
Platform: What is the best online platform to house and showcase your expertise and accomplishments? How should it be structured?
Content: Your thinking and ideas in a consumable format (e.g., articles, podcast interviews, white papers, OpEds, books).
Distribution: How do people find you? How do you share your content?
Once you have your goal, you can figure out how to brand and position yourself, where you should have an online home (usually, but not always, a website), what content to publish and/or consolidate, and how to get it out there.
What happens without a digital strategy?
Without a digital strategy, you risk wasting time and spinning your wheels. We’re living in an era of fragmented media, distribution, and platforms. Every month, there’s a new hot thing.
You may need to go omnichannel (be everywhere, all at once, all the time), or a slimmed-down website and a podcast guesting plan might be just the right fit.
A digital strategy is a map that serves as your online north star, ensuring your efforts are streamlined, focused, and effective.
Want to talk about what your digital strategy might look like? Book some time to connect below.
