Three P Framework

The three P framework to find your sweet spot online

A strategy is a plan of action designed to achieve a long-term or overall aim. We use strategies every day. For example, when we do our grocery shopping. We write a list containing what we want. We go to the shop, grab an item and cross it off the list. When all the items get crossed off the list, we make our way to the checkout. The checkout person scans the items, gets the total and then asks you for the money. You pay the money, collect your groceries and take them home. We all follow this process to some degree. Without even thinking about it, you’re using a strategy.
 
If you’re like me, your grocery shopping changed during the pandemic because of lockdowns. My grocery shopping strategy got a touch of digital. I started shopping online and had my groceries delivered. I still created my list, I still paid but I didn’t have to go into the shop anymore to “hunt and gather” for all the items. My grocery shopping strategy upgraded to a digital grocery shopping strategy. Lockdowns are over but my grocery shopping strategy hasn’t changed back to the way it was before. Why is that? It’s because a good digital strategy makes things easier for the customer. A great digital strategy makes things easier for the customer and the merchant.
 
How do we know what a great Digital Strategy is? Not every business is the same but every business IS a technology business. They just don’t all know it yet. To have a great Digital Strategy you need the three P’s. Presence, Process and Pleasure.
Three P Framework

Presence

 
You need to be where your customers are and they need to know you’re there. I see a lot of business owners scrambling to be on all the social media platforms. Facebook, Instagram, TikTok, Snapchat, YouTube, Pinterest and the rest. The problem is, all of these platforms use algorithms that change all the time. You could put a lot of effort into gaining traction on these platforms and then overnight the game changes. Suddenly your organic reach dies off and so do your sales. It’s becoming more and more difficult to succeed on these platforms but you can’t ignore them. It’s important to focus on where your customers are. If you’re selling a product or service to people aged over fifty years of age you probably won’t find them on TikTok or Snapchat.
 
When talking about presence though, there’s really one investment that every business owner should make. Your business needs a website. I hear a lot of objections from business owners when I tell them they need a website. The most common one is; I’m on Facebook so I don’t need a website. To them I say, that’s a big mistake. 93% of online experiences begin with a search engine like Google. Over 65% of consumers proactively search online for a business before they make a purchasing decision. Why? One word; credibility. The average Australian spends over eight hours online each day. We’re becoming more digitally native. It’s expected for a consumer to be able to find your business online.
 
Once you have your website it’s important to make it visible to your customers. Remember I said in my first sentence, your customers need to know you’re there. Given that 93% of online experiences start with a search engine, the best way to be visible is to use Search Engine Optimisation or SEO for short. I won’t go into detail about SEO here but basically it’s about making your website content easier for a search engine to store. Using the right tactics can help your website display on the first page of Google. Keep in mind that 75% of people don’t go past the first page of search results.
online presence

Process

 
Going back to the grocery example, the process I followed initially was to write out a list on a piece of paper. When I got something I was looking for I crossed it off the list. The process changed though when I moved to using a digital strategy. I no longer wrote out my list each time. I no longer crossed things off as I grabbed them. Instead, I scrolled down a list in the shopping app, clicked the quantity I wanted and then added it to my cart. The elements of the process were the same. I still did the same things, I just did them differently.
 
When investing in a digital strategy it’s important to improve the process. Thinking about your business, what takes the most time for your customer? What takes the most time for you? Is there something that could be improved?
 
I worked with a client recently that sold a digital product. The product was an online course that they delivered through an email marketing platform called Mailchimp. Previously the client would sell the product online and then get notified via email. They would then login and manually add their customer to the email list. Long story short, the client was getting tired of having to manually do all of these steps. The change that I implemented was to use an automation tool which would trigger when the customer purchased the product. Their details would then get automatically added to the email list and the course would start getting delivered. This change saved my client hours across the week. When factoring in the hourly rate of my clients time and how many hours they saved, the client made an incredible return on their investment.
 
Saving time while making money is the nirvana of business. That’s why process is the second P in a Digital Strategy.
workflow process

Pleasure

 
Alright so have the presence, we have the process but do we have the pleasure? So far we’ve talked about how the customer finds you, the presence. We’ve talked about efficiency by upgrading the process. The real question is, do the customers like it enough to tell their friends? 92% of consumers say they trust word-of-mouth or recommendations above all other forms of marketing.
 
Online reviews across social media and Google help new customers decide whether they want to use your product or service. This is why your digital strategy should also entice your customers to leave a review. Psychology tells us that people are more likely to complain online than compliment. Of course if your customers love what you do and how you have delivered it with the help of your digital strategy, you could prompt them to leave a testimonial or review. Making sure your process is efficient is important, but it should also be a pleasure.
 
Don’t be afraid to incentivise your customers to leave a review such as a discount voucher for their next appointment or sale. If the customer comes back they are more likely to keep returning again and again. They won’t come back if your Digital Strategy hasn’t nailed the pleasure aspect though.
pleasure

Your Digital Strategy

I hope this has made you think about how your business could improve with the three P framework. >When you have the right mix of presence, process and pleasure you find your sweet spot. Your business will thrive online. Investing in a Digital Strategy is arming your business to the changing world. Once upon a time business got disrupted by the invention of the telephone. Then it changed again with the invention of the computer. Then the internet. Now the business is changing with the combination of the phone, the computer and the internet. Your Digital Strategy could unlock many doors for your business and your customers.
 
Get in contact with me if you would like to discuss how your business could evolve with a Digital Strategy.
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