Business model, niche, financials, competitors & reach.
You need to be thinking about your business in terms of business model, niche, financials, competitors & reach alongside your products and/or services and what exactly are your short/medium/long term goals, challenges, objectives and ambitions.
The status of your domain names (if any), any existing website and hosting presence alongside the use of paid advertising, email marketing and social channels needs to be completely understood alongside how your sales process is carried out across the business and what is the current ROI (return on investment) – if known.
Ultimately the objective of any digital marketing strategy session is to get you really thinking about who you are, where you are presently & what you want to realistically achieve i.e. what direction do you want to go in to determine the best way to accelerate business growth and identify the best actions required within the marketing & sales funnel to achieve rapid improvement.
RETURN ON INVESTMENT
Realising an acceptable R.O.I (Return on Investment) on any digital investment is ultimately what’s important for any growth-seeking business.
At the outset, you need to decide upon a set of K.P.I.’s to effectively measure the digital marketing & sales effort – over time – while conducting regular quarterly or monthly performance reviews.
K.P.I.’s or Key Performance Indicators are simply any agreed measurement method to determine whether or not the digital marketing & sales effort is producing the results you are seeking..
When your K.P.I.’s are agreed upon you need to set up a measurement program (web analytics) to gather data, analyse it and adjust the sales funnel to achieve improved results over time.