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Combining Digital Strategy And Website Strategy: Learn How Alpha Alias Creates Meaningful Value As A Goals-Focused Digital Strategist

At Alpha Alias, we believe the most critical activity in any project is understanding its purpose in your higher business strategy and producing it to bring value to the core objectives. We do this by combining digital and website strategy into a comprehensive plan that strikes the perfect balance between your business objectives and the technology needed to achieve them.

What is a website strategy, and why does my business need one?

A website strategy is a comprehensive plan used to direct ongoing development and optimization to achieve long-term goals. Forming a website strategy takes into account these objectives and tailors the planned activity to achieve them.

Here are just some of the website strategy segments for planning and improving digital business:

  1. Content strategy
  2. Search engine optimization strategy
  3. Technical specification documentation
  4. Information architecture design
  5. Digital merchandising strategy
  6. Content personalization automation strategy
  7. Conversion optimization strategy
  8. Data-driven optimization strategy
  9. User-sourced optimization strategy
  10. Marketing team workflow strategy
  11. Sales team workflow strategy
  12. Growth-Driven Design strategy

These deliverables connect to form a more comprehensive strategic approach to building, operating and optimizing your website. 

Most websites won’t need every type of strategy, which is why you should select a digital strategist who understands what is necessary to achieve the nuanced goals of your business. 

Your digital strategist should take a practical approach when working with you to outline the business goals and website objectives. This information is the driving determinant of how strategic deliverables are selected.

Combining Digital Strategy And Website Strategy: Learn How Alpha Alias Creates Meaningful Value As A Goals-Focused Digital Strategist: Website Strategy Segments For Planning & Improving Digital Business Infographic

Does my business need a website strategy?

Websites that support strategic business goals should have a website strategy. 

Some website strategies are more robust than others. As a digital strategist agency, Alpha Alias takes the approach of considering whether a website falls into one of the following three categories:

  1. Business-Critical Website
  2. Supportive Business Website
  3. Business Card

Business card websites

A business card website strategy might include a streamlined content and search engine optimization strategy for the limited content presented. Calling these deliverables “strategies” could be considered overkill, but even a business card website, we still consider how we can optimize for its purpose.

Supportive business websites

A supportive business website typically includes a proper content strategy, an SEO strategy, information architecture design, and conversion optimization strategy. Smart websites also have a content personalization automation strategy.

Business-critical websites

For business-critical websites to be developed properly, they must have the following three strategic deliverables in place:

  1. Information architecture
  2. Content strategy
  3. Technical specification 
Information architecture

The information architecture will explain content prioritization and how it can be placed throughout a website to be the most effective. It defines the highest-level structure before a sitemap and can help to identify what needs to be built both functionally and regarding the technical content structure.

Content strategy

Content strategy is vital to building a business-critical website because it defines how you create and present your content. With various forms of media, interactivity, and presentation formats, outlining how the website displays content becomes essential to optimize the user experience. 

Content creation and organization within the website structure are two more vital elements to the content strategy. Planning the organization of content within the website defines how we can support pillar and content clusters, blogs, e-commerce merchandising, top-level pages, etc. The content organization effort helps determine what to show and what not to show at various touchpoints throughout the website.

Content creation fits into the overall content strategy by taking the previously mentioned deliverables and defining how to create for each circumstance. The content creation strategy establishes how content is created, curated, or otherwise produced. There are many ways to optimize workflow and output, including using artificial intelligence to write blogs and integrate content personalization automation tools. 

Success strategies

Planning and building a website can take various nuances depending on your industry, the market for what you offer, and how critical the website is to your business activity. Those websites considered business-critical or support business activity with some priority should have a strategy for achieving success. A success strategy can be built with elements from three optimization strategies: 

  1. Conversion optimization strategy
  2. Search engine optimization strategy
  3. Data-driven optimization strategy

Conversion optimization strategy

A conversion optimization strategy supports success by focusing on what compels a target audience to convert. This activity looks at what attracts website visitors, engages them, convinces them to convert, and the conversion touchpoint itself.

Search engine optimization strategy

The SEO optimization strategy supports success by optimizing your website’s single most valuable asset: content. For those websites currently running in a live environment, auditing the content can focus on a few specific tasks:

  1. Identifying the content that performs the best.
  2. Understanding what keyphrases people search for when they find your website.
  3. Recognizing what content could be valuable but is under-performing.
  4. Learning what keywords and keyphrases you would like to get value from but currently aren’t.

We also look at the volume of content created, the frequency of publishing new content, and how other publishers find your content and link to it.

Because the evolutionary cycle of the web churns so quickly, the search engine optimization strategy should define intervals in which this audit renews.

Data-driven optimization strategy

The data-driven optimization strategy supports success by aggregating information from multiple tools to create an objective view of how the website is performing. The plan should identify the tools and KPIs you care about, intervals for optimization and instruct us on how to implement optimizations found using this strategy.

A successful data-driven optimization workflow should include: 

  1. Time to aggregate and analyze the data
  2. Understanding what the data communicates
  3. Defining what can be done to optimize the website
  4. Prioritization the work
  5. Implementing the upgrades

In the early days of a website’s existence, this strategy helps identify many of the low-hanging fruit items that can be upgraded. It should naturally evolve into a workflow that drives new value from existing content and helps plan new content and features to bring value to the business.

Why every business needs a website strategy

A business website should feel like one of the most valuable assets of any company. This is because a website’s worth is unlimited. The more you invest in a website, the more you will get out of it. 

Website strategy is the foundation of what, how, where, and when you should invest in building and upgrading your website. It defines how these investments are used and under what conditions particular activity is expected to happen. 

Website strategy also defines how marketing and sales teams use the features that have been designed to enhance their output. The tools built to optimize how you reach your target audience integrate seamlessly with those that manage relationships and leads. The way to use this workflow successfully is defined with a website strategy.

What is a digital strategy?

A digital strategy is an approach to developing or using software and technology to drive value for your business. Alpha Alias uses digital strategy to understand how we can bring value with the tools we build and how the tools themselves can be optimized with the operational workflow we create.

Digital strategy is about more than one tool; it’s about all the tools used and how they benefit your business.

Why is digital strategy so important?

Without a plan, we are simply reacting. We react to what our competitors are doing, to what the market is doing, and to anomalies in our data. We react to opinions.

Reacting is not leadership. 

If we want to become leaders in our respective markets, we must be forward-thinking and devise an approach that takes us there. It is vital that your digital strategy accurately represents the investment you make into your business’s future.

How does digital strategy combine with website strategy?

Alpha Alias combines digital strategy and website strategy to develop a comprehensive approach for building a website’s digital ecosystem and operational workflow. We do this by:

  1. Defining the goals of your business and understanding how we can contribute to achieving them.
  2. Creating the tools necessary to conduct the activity that works toward achieving the goals.
  3. Designing a workflow that leverages the tools built to achieve the goals.
  4. Optimizing the workflow and tools to be the most efficient for the value they contribute.

The Alpha Alias Project First Operational Model: Providing Meaningful Value Through Strategic Operations

In contrast with conventional website agencies, Alpha Alias employs an operational model that allows the goals of each project to define the technologies necessary to achieve them. Put simply, we outline the objectives needed to achieve the goals and select the most appropriate technologies to satisfy them.

Here’s how we do it:

We call our operational strategy “Project First.”

  1. During our initial information gathering sessions, we learn the primary goals our clients want to achieve.
  2. We take this information to be analyzed and document the objectives necessary to satisfy the goals. 
  3. The core technological solution is selected by identifying which tool will allow us to appropriately accomplish the objectives. 
  4. Similarly, supporting technologies are selected for integration and use based on additional objectives or the necessary workflows for managing our chosen tools.
  5. We then determine the appropriate resources and level of expertise required for the activity needed to reach the objectives the tool is meant to achieve.
  6. Finally, we manage the project by prioritizing the goals through the activity of achieving each objective. 

You can learn more about our Project First operational model in the blog post, “What Is Project First?” https://www.alphaalias.com/blog/insights/what-is-project-first/

Benefits of building a digital strategy with Alpha Alias

As your digital strategist, Alpha Alias works with your business to understand how each of your digital touchpoints fits into the broader digital strategy and how each can be optimized to accomplish the larger goals. 

The role of a digital strategist is typically focused on digital marketing and understanding how that effort fits into the broader marketing effort. Alpha Alias takes the digital strategist role forward by considering how your website, mailing list, conversational touchpoints, and social channels work together in a conversion funnel. 

  1. Alpha Alias is exceptionally good at understanding and embodying the nuances of each business we choose to work with. We fully understand business goals and formulate a digital strategy optimized to achieve them. 
  2. Alpha Alias cares about your target audience, and our work helps us identify and define them in a valuable way. Through audience analysis, we improve audience segmentation into more nuanced key groups, and we learn to speak to each target segment in a way that will resonate with them. 
  3. Alpha Alias uses a project-first methodology which means that we allow the goals of your website and your business to dictate the technology we will use to achieve them. 
  4. Alpha Alias will build a digital strategy that provides a transparent view into what you truly need to accomplish your business goals. We guide you through the website strategy and planning process, help you make strategic decisions, and produce a highly optimized plan for us to take forward.
  5. Alpha Alias aggregates the information learned and defines an information architecture, content strategy, and website conversion plan that carefully attracts, engages, and convinces the defined audience.
  6. Alpha Alias views itself as an extension of your team, embodying your company’s terminology, your motivations, and your values. We are your digital partner.

What is a content strategy, and how does it help with content creation?

A content strategy is a plan of action for how content is utilized to achieve business goals. At Alpha Alias, content is the key to building successful smart websites. That means a well-planned content strategy is vital to have in place before content creation can begin. 

An impactful content strategy will be a mixture of the effective best practices of how humans interact with digital touchpoints right now and the nuanced approach to how your business handles communications.

A content strategy starts with identifying your business goals. 

  • Do you want to use more powerful SEO marketing techniques to increase overall website traffic? 
  • Are you looking to optimize conversion touchpoints to increase your volume of sales qualified leads?
  • Will your webshop benefit from engaging content that positions your brand as a thought leader in your market?

We can define an approach that enhances content creation by understanding the primary objectives you hope to achieve with your business. Further, it will help us optimize the overarching digital strategy.

This is the first step toward content creation becoming a science and not an art. 

The science of content creation.

The art of content creation is an essential element that would have a hard time being replaced by a machine, but the science of content is objective and quantifiable. Let’s not forget we need to convince machines to show content to humans and persuade humans to convert.

This is why the Alpha Alias approach is a perfect marriage of the two.

Alpha Alias uses artificial intelligence to assist in creating keywords, keyphrases, content ideas, content outlines, draft content, and much more. 

Once we have our draft text, we humanize the content and add any new, inspired thoughts. The way content flows can shift to communicate it in an appropriate way for the target audience. 

We then implement the humanized text into a machine to leverage artificial intelligence that helps optimize the overall content for grammar mistakes, clarity in communication, measure its engagement and ensure it matches our desired tone of voice. This process is monitored by a human and optimized by a machine.

We start with a series of AI-powered machines to generate needed textual content, move on to human adaptation, and polish the final result with AI-powered recommendations approved by a human.

How content strategy helps with content creation

Content strategy helps with content creation by providing the context in which all content should be created. We validate our decision-making during each content creation step by verifying that it meets the expectations of the content strategy.