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What are some strategies for explaining complex Digital Strategy concepts to a non-technical audience?

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If you are a digital strategist, you might face situations where you need to explain complex concepts to a non-technical audience, such as clients, stakeholders, or interviewers. This can be challenging, but also an opportunity to showcase your skills and communicate effectively. Here are some strategies for explaining complex digital strategy concepts to a non-technical audience.

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1 Use analogies and metaphors

One of the best ways to simplify complex concepts is to use analogies and metaphors that relate to something familiar or tangible for your audience. For example, you can compare SEO to a library, where keywords are like book titles, and links are like references. Or you can compare a landing page to a shop window, where you want to attract and persuade visitors to enter and buy. Analogies and metaphors can help your audience visualize and understand your concepts better, as well as make them more memorable and engaging.

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2 Break down the concepts into steps

Another strategy is to break down the complex concepts into smaller and simpler steps, and explain them in a logical and sequential order. This can help your audience follow your reasoning and see how the concepts fit together. For example, if you want to explain how a conversion funnel works, you can start by defining what a conversion is, then explain the different stages of the funnel, such as awareness, interest, desire, and action, and then give examples of how to optimize each stage. Breaking down the concepts into steps can also help you avoid overwhelming or confusing your audience with too much information at once.

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Martin ?ztürk

Schneller entscheiden, besser handeln – wir machen Ihr Unternehmen digital begreifbar // Weil Ihr Unternehmen st?rker ist, als es denkt. ??
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Explaining complex digital strategy concepts to a non-technical audience is like aligning body, mind, and soul. It's about bringing together various layers - business, processes, organization, systems, and data - in a harmonious way. We analyze these aspects, challenge them, and then reconcile any discrepancies. This approach might sound intricate, but it's actually quite sturdy and logical. It's all about making complex ideas accessible and relatable, breaking them down into understandable components for everyone. #DigitalStrategy #SimplifyingTech #InclusiveCommunication

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3 Use visuals and examples

A picture is worth a thousand words, and a good example is worth a thousand explanations. Using visuals and examples can help you illustrate your concepts and make them more concrete and relevant for your audience. For example, you can use graphs, charts, diagrams, or screenshots to show data, trends, or processes. Or you can use case studies, stories, or scenarios to demonstrate results, benefits, or challenges. Visuals and examples can help your audience see the value and impact of your concepts, as well as spark their interest and curiosity.

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Christina Herman

Strategic Marketing, Design, and Communications Leader
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In my opinion, this is the most effective method for communicating digital strategy to a non-technical audience. Frequently when I've presented to boards, they value data. By speaking their language and providing the data to support decisions and strategy, presented in a visually engaging and easy-to-understand format, we can get their buy-in and support for projects.

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4 Avoid jargon and acronyms

One of the biggest barriers to communication is jargon and acronyms, which can alienate or confuse your audience if they are not familiar with them. Therefore, you should avoid using jargon and acronyms as much as possible, or explain them clearly if you have to use them. For example, instead of saying "We need to improve our CTR and CR", you can say "We need to increase the percentage of people who click on our ads and the percentage of people who buy our products". Or if you have to use an acronym like UX, you can explain that it stands for user experience, which is how people feel when they use your website or app. Avoiding jargon and acronyms can help you make your concepts more accessible and understandable for your audience.

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Bruno Oliveira

?? Head of Digital Hub & E-Business SUMOL + COMPAL | ??Docente Marketing Digital e Inteligência Artificial Generativa | ?? +3.000 alunos | ?? Comunidade Digital de +1.900
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Explaining digital strategy concepts to a non-technical audience without resorting to jargon and acronyms involves using simple, accessible language. The goal is to make complex ideas understandable and relatable. Avoiding technical terms, or when necessary, taking time to educate the audience about these terms in a practical way, helps demystify the subject. For instance, instead of saying "SEO," you might explain the concept as "improving the visibility of a website in search engines by making it more appealing." This practical translation of terms empowers the audience to grasp and engage with the strategies being discussed.

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5 Check for understanding and feedback

Finally, one of the most important strategies is to check for understanding and feedback from your audience. This can help you gauge how well they have grasped your concepts, as well as address any questions, doubts, or objections they might have. For example, you can ask them to summarize or repeat your main points, or to give you their opinions or suggestions. Or you can ask them open-ended questions, such as "How do you think this concept can help you achieve your goals?" or "What are some of the challenges or risks you foresee with this concept?". Checking for understanding and feedback can help you ensure that your concepts are clear and relevant for your audience, as well as build rapport and trust with them.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some strategies for explaining complex Digital Strategy concepts to a non-technical audience?

1

2

3

4

5

6

1 Use analogies and metaphors

2 Break down the concepts into steps

3 Use visuals and examples

4 Avoid jargon and acronyms

5 Check for understanding and feedback

6 Here’s what else to consider

Digital Strategy

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What are some strategies for explaining complex Digital Strategy concepts to a non-technical audience?

1

2

3

4

5

6

1 Use analogies and metaphors

2 Break down the concepts into steps

3 Use visuals and examples

4 Avoid jargon and acronyms

5 Check for understanding and feedback

6 Here’s what else to consider

Digital Strategy

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