Before you move ahead with a Digital Success motion...
...make sure you have the five pillars of Digital Engagement in place first:
1️⃣ Content
2️⃣ Insights
3️⃣ Creativity
4️⃣ Technology
5️⃣ Measure
⛽ Content is the foundational piece of any digital engagement strategy. Think of this as the fuel for the engine. If you are running on empty, you won't get far. Make sure you have a coordinated and sustainable content creation strategy that will keep the program moving.
💡 Insights are what will allow you to provide the right content at the right time to the right persona. Blanketing all contacts within all customers with the same information that may or may not be relevant to them is a good way to get a bunch of unsubscribes. Mine your customer data to deliver personalized, impactful content that your customers want to consume.
🎨 Creativity will be needed to move beyond email as single-channel engagement. With email open rates in decline, you will need to find new ways to engage with your customers and ensure that you are meeting them in the channel that they desire. While I'm sure you have many creative people within your team, this directly speaks to the need to have an accountability owner who is specifically tasked with thinking outside-the-box and expanding and optimizing your strategy.
⚙ Too often, companies lead with technology, only to realize that the content available to use in digital engagement is weak. For that reason, I like to put technology last on the list. Technology is an enabler of engagement and can be added as the program expands. Your customers will want to consume information in a variety of mediums and channels, and adding tools will help you with delivery to create a scalable motion.
📏 Supporting all the legs, is measurement. Customers will tell you pretty quickly what they like and don't like by how they interact with your content, so be sure to track and measure your engagement to determine what is working and what needs attention. Measuring the impact of this new digital motion will also show the impact it is having, and build support and funding for expanding your efforts in the future.
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