It's 2020, and we are living in a digital world which is continuously evolving, growing bigger, faster and more powerful with each day. Technology has made it possible for us to do things that our ancestors never imagined possible. 

Today, most communications and interactions occur via digital channels such as email and social media and this is a critical fact that all businesses need to consider. 

What makes digital communication so important?

Why should businesses prioritise digital communication? Quite simply, companies need to do this because that's where customers are, both existing ones and potential clients. To ensure that your customer communication efforts are effectively reaching your target audiences, you have to have a presence where the people are present. 

In addition to the fact that we're able to reach more people, both locally and internationally, digital communication allows us to do this at a significantly lower cost compared to that of traditional means (i.e. T.V. and print media). Furthermore, it enables us to distribute content which has the potential to go "viral", ultimately having the potential to expand reach organically and with no additional costs. Perhaps most importantly, digital communication allows businesses to personalise content based on customer demographics and interests. In a nutshell, if you're seeking to grow your business, you have to consider digital communication efforts.

When does your business need a digital communications strategy? 

So, we've agreed that digital communication is of utmost importance to your business, our next question is, when do you need it?  

In short, the answer is simple, as soon as possible. To grow your business, you need to reach your target audience in order to acquire new customers and retain your old ones. As we've already mentioned above, you have to go where these customers are - the digital world. 

Of course, that's easier said than done. It is of vital importance for companies to analyse their current situations before diving into the development stage. Ask yourself these questions:

What is your team already doing? What is working and what isn't? What resources do you have at your disposal? And most importantly, what are your company marketing goals? 

To determine what your business marketing goals are, here are some examples of questions you might want to consider: 

• Are you in need of new investors for your enterprise? 

• Do you need to interact with your customers as you manage through a crisis? 

• Are you losing market share to a rival? 

• Do you need to keep your brand "top of mind" due to new contenders in your market? 

Through a correct understanding of your current state of affairs, you'll be far more knowledgeable about when you'll require the proper digital strategy.

How to create a successful digital communication strategy. 

Just how do you go about creating a successful digital communication strategy? Developing a sound strategy can be overwhelming at first, especially for those with little to no experience. However, it's not as challenging as most people would think. These following steps should assist in mapping out your digital strategy and give you the abilities to integrate it into your current marketing plan.

1. Define your audience. 

Defining your audience is by far the most critical aspect of your digital marketing strategy. Who are your target audiences? Who are the people you want to communicate with? 

There are several ways of defining the various audiences your business needs to reach. Make use of surveys, focus groups and customer interviews to collect data. Furthermore, there is a myriad of social listening tools which give you the ability to determine how people interact and react to your brand as well as with your competitors. You can also collate previously collected demographic and behavioural data from your current customer base. 

Once you've gathered sufficient data, you can begin creating buyer personas. Personas are fictional characters which represent your business's ideal customers or vital segments of your target audience. These personas provide a more in-depth understanding of your various target audiences, their motivations, interests and more. 

Why is this the most important step? In short, when you put your customers at the epicentre of digital communication strategies, you'll be able to develop focused, relevant and engaging content for them which will ultimately lead to brand loyalty and aid in generating revenue.

2. Select the correct digital communications channels. 

Once you've achieved a clear understanding of who your target customers are, you'll be able to select which channels will be more effective in reaching them. Instead of spamming your messages across all the digital channels available, you need to focus on those which your audience spends the most time on. Not only is this cost-effective but it will also save you time and effort. Here are some examples of digital communications channels to consider:

• Website/blog. Your business website is an excellent resource for customers to learn more about products and/or services as well as your brand. That being said, on the Internet, you're competing for the attention of your customers with millions of other websites. For your audience to engage with your brand, you're going to need a website blog that provides quality of a high-calibre to your existing and potential customers. Content aside, you can make use of several tips and tools to drive traffic to your website and blog, including search engine optimisation (SEO), and pay-per-click (P.P.C.) ads. By use of effective website practices such as correctly using headlines, language and tone which attracts readers, and using imagery and designs which are mobile-friendly will aid you in creating engaging customer experiences. 

• Email newsletters. Provide your customers with company, product and promotional updates at least once a month via email newsletters. 

• Social media. Much like the content on your website, blog and email newsletters, the content you choose to post on social media needs to always be highly relevant to your target audience. Include messages which are informative, fun, socially meaningful and engaging. Be sure to interact with your community by posing questions and answering comments and direct messages. Before you jump into social media marketing, you need to determine which social media platforms align best with your business and audiences. 

• Customer Relationship Management. Make use of a Customer Relationship Management (CRM) system to help you deliver targeted, personalised content at the correct time to the right customers. A CRM system provides you with in-depth data on your customers and potential clients, including where they sit in your sales funnel. Furthermore, it also allows you to store data on previous conversations, interactions and past behaviours you've experienced with your clients. By making use of this data, you'll have the power to tailor your customer experience and develop more personal relationships.

3. Reaching your audience with the right messaging and approach. 

Once you've determined who your audiences are and where you'll be communicating with them, you'll need to develop the correct message. What do you want to communicate with them? Does your message reflect your brand ethos and tone? Remember that it is of vital importance that your message caters your customer's needs and desires. However, it also needs to convey your brand's online identity in a way that helps you stand out from the rest and as well as build brand loyalty. 

Conclusion.

To determine how effective your digital communication efforts are, you'll need to set benchmarks and measure the results of your strategies. When determining your goals, remember to ensure that they are specific, measurable, attainable, relevant, and timely (S.M.A.R.T.). By means of a set of achievable, realistic goals, you'll have the tools to define your key performance indicators (KPIs), which you will use to measure the success of your strategies. Once you've determined what your metrics are, decide on how you'll monitor and evaluate your results. Following this, remember to always, tweak, revise, test and assess your digital communication strategies to adapt to any new data you collect along the way.