When it comes to growing your business, the world of digital media is one of your best opportunities and also your biggest threats at the same time. By now you’ve probably read, heard or been told to “optimize your website for search engines”, “engage on social networking platforms”, “write and share content”, “do an email newsletter” and so on. Although much of what you’ve heard to this point might be true, it might be leading you down an endless spiral pathway of activities and investments in digital media that aren’t generating a return-on-investment.
Digital business development focuses on the people, platforms and processes that support the purpose (mission, vision, values, ethics and goals) of your company using digital technology. It’s a way of thinking. It begins to shift your way of thinking from “we should be doing this” to “here is why we need this”. Digital business development also incorporates the order that strategies are deployed based on technical dependencies. For example, most companies need to ensure their website properly represents their brand before implementing strategies to drive traffic to it.
What Makes Up Digital Business Development
When you think about growing your business leveraging digital technology, think digital business development. It incorporates ALL of the different strategies and tactics that support business growth.
Terms such as “digital marketing” get thrown around a lot and often are used out of context. For example, digital marketing includes all of the strategies and tactics designed to increase sales such as search engine optimization, content marketing, influencer marketing, social media marketing and e-mail marketing. What digital marketing doesn’t touch on heavily is sales conversion, sales process and building internal efficiencies using digital technology. Digital business development is really an umbrella thought process to focus your time, energy and investment into sub-parts that support business growth from all angles of the business.
Digital business development doesn’t always include technology. Sometimes it incorporates traditional strategies and tactics that support processes. For example, having a person call potentials leads or clients to invite to an upcoming webinar.
Here a few of the components that make up digital business development:
- Project planning
- Project management
- Project staffing
- Business strategy
- Change management
- Digital media education
- Digital media consulting
- Sales training
- Search engine optimization (SEO)
- Paid search engine marketing (SEM)
- Social media management
- Email marketing
- Social networking outreach
- Direct phone lead generation
- Online media buying
- Content marketing
- Video production
- Graphic design
- Print collateral
- Domain name management
- Social media presence design
- Website development
- Mobile application development
- Online community development
- Customer relationship management (CRM)
- Custom application development
- Real-time business dashboards
- Website analytics
- Website company tracking
- Social media analytics
- Digital media resource staffing (contract, contract-to-hire, direct-hire)
Overall, the components that makes up digital business development need to support everything externally (marketing) and internally (operations) that drive business growth.
The goal here at Phase 2 Solutions is to help you develop and implement a digital business development strategy to help:
- Discover your Purpose (mission, vision, values, ethics and goals)
- Define a needs assessment so we can understand what’s keeping you from achieving your Purpose
- Develop a written (real-time) strategy to include projects that sequentially generate short and long-term return-on-investment
- Implement the strategies with the right mix of contractors, vendors and staff that are the best fit for your type of business
- Measure the results of each project on a weekly and monthly basis to assure you are coming closer to achieving your goals
- Improve by refining the strategies, vendor/contractor relationships, etc.
As you can see, there is nothing technical or digital about this process. We believe that in order to take true advantage of what the digital world can produce for you, there needs to be real business processes established and maintained. There isn’t a social network, line of code, tweet, like or technology that will change that.