{"id":26902,"date":"2021-06-02T09:23:10","date_gmt":"2021-06-02T09:23:10","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/2021\/06\/02\/online-growth-pilars\/"},"modified":"2024-01-30T16:19:15","modified_gmt":"2024-01-30T16:19:15","slug":"online-growth-pilars","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/online-growth-pilars\/","title":{"rendered":"Online growth pilars"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-26902'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-ju1b8xks-71f9c87a33184b82f31a6cda9cb53486 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">By now you should know that at The Dot Society we simply want to enable great brands and products to scale up and realize online growth. All too often we get the question from our clients: \u201cWhat are important success factors in realizing online growth?\u201d. Now, this is not an easy one to answer &#8211; as the digital world exists out of various pieces of the puzzle which all have a crucial role to play.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, we must say over the years we\u2019ve certainly gathered some first-hand experience in what drives online growth.\u00a0<\/span><\/p>\n<h3><b>Technology stack &amp; data insights\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">In order to be able to write your online success story, you\u2019ll need to take a careful look at the core of your business. It all starts with the backbone of your business namely the <\/span><b>cms <\/b><span style=\"font-weight: 400;\">on which your website runs. There are a lot of providers out there like: Shopify, Woocommerce, Magento, Wix, Webflow and so on. All of them have their advantages and disadvantages. In order to make the right decision here, you need to know exactly what you\u2019ll need for at least 5 years ahead. Cause there\u2019s no one size fits all approach here.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next to a website that runs on the cms you\u2019ve chosen. It\u2019s of crucial importance you have enough attention for data captation in order to gather useful insights on your business. Installing <\/span><b>Google analytics<\/b><span style=\"font-weight: 400;\"> should be a no-brainer as it gives you insights on the performance of your website as well as the customer behaviour and the customer journey. (Read more about the customer journey in <\/span><a href=\"https:\/\/thedotsociety.be\/2023\/\/en\/deep-dive-customer-journey-analytics\/\"><span style=\"font-weight: 400;\">this article<\/span><\/a><span style=\"font-weight: 400;\">.) Gathering and translating these insights into clear next steps to optimize your website but also your online marketing strategy is what we at the Dot society do best ;-) Next to Google Analytics, you should also think about the platforms you\u2019re active on like Instagram, Google, Pinterest,&#8230;\u00a0 and make sure <\/span><b>your website speaks to those platforms<\/b><span style=\"font-weight: 400;\"> in order for you to gather the optimal insights and to be able to optimize your paid campaigns to get maximal results.\u00a0<\/span><\/p>\n<h3><b>Digital Strategy\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Next to a solid back-bone and tracking of your business, you\u2019ll need a digital strategy. Start by <\/span><b>translating your business goals into digital KPI\u2019s<\/b><span style=\"font-weight: 400;\">; how many sessions you\u2019ll need, your target CVR, target email subscriptions and so on\u2026 Once you have it crystal clear on the targets that need to be attained, you\u2019ll need to break this down into the different channels that typically drive traffic to your website;\u00a0 an <\/span><b>owned, earned and paid media mix<\/b><span style=\"font-weight: 400;\">. Owned media, is all traffic a business actually owns such as organic social media channels, emails etc. Earned media is all traffic a business earns f.e. Influencer content or PR articles etc. While paid media is the traffic a business actually pays. At the Dot Society we strongly encourage you to work on those 3 pillars as this is the only way to keep on growing over the long term. While of course with paid media you will be able to increase sessions significantly over the short term. As soon as you start you\u2019ll also need to think of a CRM strategy as this will be your long-term gold. When you have defined your ideal media mix, start t<\/span><span style=\"font-weight: 400;\">hinking about your buyer&#8217;s persona and determine what message\/content speaks to them specifically. This exercise will allow you to attract the right people and thus deliver you qualitative traffic. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Small side note here: your digital strategy is a <\/span><b>continuous work in progress<\/b><span style=\"font-weight: 400;\"> (WIP), you are never done (otherwise we at The Dot Society would be out of business ;-)). It\u2019s a continuous process of learning, iterating and optimizing your strategy to what you have learned.\u00a0<\/span><\/p>\n<h3><b>Qualitative content is King<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The quality of your content is of the utmost importance. You may have the best marketing funnels, tactics and strategies and even the biggest advertising budgets, but if your content sucks you will never be able to grow your business online. So <\/span><b>dare to invest in good content<\/b><span style=\"font-weight: 400;\">. A good rule of thumb would be to spend 80% of your time on creating your content and 20% of your time on the distribution. Next to that try to incorporate the first 2 pillars into your content creation. You can integrate data insights of what works best for a certain audience or on a certain platform to optimize your content strategy. And know you\u2019ll need <\/span><b>a variety of content<\/b><span style=\"font-weight: 400;\"> to keep your potential customer engaged. We all know seasonality is fading away, so one shoot to cover the whole year simply won\u2019t do the trick. Plan your marketing calendar ahead and fit your product\/service into content that speaks to your buyer&#8217;s persona the whole year-round.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Insider tip: Use the 60\/30\/10 rule for your organic content:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">60% engaging content: content that will generate likes, shares and reactions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">30% shared content: content from your followers, influencers, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">10% promotional content: content that actually promotes your products or services, sales actions, etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Want to get custom advice on your business?\u00a0 Don\u2019t hesitate to drop us an email. Our Dotters are more than happy to discuss your must take digital steps.\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-976ec82477ebae4d8c53e4340b8bec8c av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Deel dit artikel<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/online-growth-pilars\/&amp;t=Online%20growth%20pilars\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Online%20growth%20pilars&amp;url=https:\/\/thedotsociety.be\/en\/?p=26902\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fonline-growth-pilars%2F&amp;description=Online%20growth%20pilars&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2021%2F06%2FEngels-2-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Online%20growth%20pilars&amp;url=https:\/\/thedotsociety.be\/en\/online-growth-pilars\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Online%20growth%20pilars&#038;body=https:\/\/thedotsociety.be\/en\/online-growth-pilars\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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