Do You Have A Digital Vision?

It's redundant to say digital has changed business, we all know it has fundamentally changed the way we can interact with our customers. 

Perhaps, one reason why is that digital changes the consumer, it changes the expectations. Not only do you have to be the best sock shop on the street, people now have expectations to get your socks delivered to their front door. 

While digital offers artists, creatives and small businesses numerous opportunities in all shapes and sizes. 

At times it can be tempting to jump right in to digital and try and do everything. Except that's probably one of the worst things that you can do. It needs to make sense and it needs to fit with your business goals. 

There is a definite temptation to do everything and hope something works. Instead, we should take a step back, take a breathe and really reflect on our business purpose and our business endgame.  

Rule 1.  Does it fit?

When deciding to use a digital tool or platform, one really good guiding question to ask is, can I see myself and my business using this everyday? Can I see my customers using this everyday? If you can't, that's probably a good sign that it won't be a good fit and you should leave it alone for the time being. 

With social media, you need to be prepared to use it everyday to have a healthy and growing presence. 

Rule 2. Save Your time, Do some research

In all our excitement to get things up and happening sometimes we can unintentionally rush into things without really knowing how we fit in the digital marketplace or what our digital offering will be. While we might be familiar with the offline world, we can't assume everything will be mirrored in the digital world. 

One of the best places to start is to actually see what your competition is doing, see what things seem to be going well for them, what things aren't going so well. Are there things you think you can improve on, or things you want to avoid? 

Rule 3. Be Specific

In the not too distant past marketers would try and reach as many people as possible as mark that as a business metric. Now, marketers are being very specific about the type of people they're targeting. The world we live in is bigger than ever but for small businesses, our markets are incredibly niche. Don't try to be everything to everyone. Understand who your market it and put in all your efforts to reach and engage these people. And when they are engaged with your business, keep them engaged! 

Truly understanding who your customer is and how your business brings value is fundamental to success. From that place, use the information you now know to guide your digital decisions. 


Not sure where to start with forming a digital vision? Working out who your customers are? And how to effectively engage digital marketing tools and strategy? OneToo are more than happy to talk about getting your business on track to thrive online! 

Marcel McCarthy

Melbourne, Australia

I am a New Zealander. I have lots of nerdy facts in my head because I listen to way too many podcasts. I appreciate good socks.