What happens when you don't ask for feedback in Digital Strategy?

Not seeking feedback can lead to strategies that are misaligned with client needs or market realities. For example, in a campaign I observed, the team didn't solicit client feedback during development. Post-launch, it became evident the content didn’t resonate with the target audience, leading to poor engagement and ROI. This could have been avoided with regular feedback to ensure the strategy was on track. Without feedback, there’s a risk of operating in a vacuum, potentially wasting resources and missing key insights.

Feedback is a crucial component of any digital strategy as it provides direct insights into what works and what doesn’t from the perspective of those who matter most - your audience or customers. For instance, a company that introduced a new website design without seeking feedback experienced a decline in user engagement. Had they solicited feedback, they might have learned that users found the new design confusing or less user-friendly, allowing for adjustments to be made promptly. This example highlights how feedback can act as a critical tool for ensuring that digital initiatives meet user expectations and needs.

Lack of Improvement: Without feedback, it is difficult to identify areas for improvement in your digital strategy. This can lead to stagnation and missed opportunities for growth. Lack of Accountability: Without feedback, it is difficult to hold individuals or teams accountable for the success or failure of your digital strategy. This can lead to a lack of ownership and motivation. Missed Opportunities for Growth: Without feedback, you may miss out on opportunities to expand your reach, increase engagement, and drive growth through your digital channels. This can limit your potential for success and growth.

A successful digital strategy is one that's implemented effectively. A strategy is rarely the work of a single individual; rather, it involves collaboration among various teams such as marketing, brand, content, and site teams. In larger organizations, this collaboration often extends to include additional stakeholders like legal and compliance departments. Excluding these key players can jeopardize the strategy's implementation and success. To ensure buy-in, align the strategy with how it will positively affect each team's performance metrics and KPIs. Remember, even the best strategies benefit from the strength of collective input and effort.

I'd go one step further, especially regarding feedback from users. It's not merely asking for feedback in that case, the idea is to make sure you are building feedback loops in your process when executing your strategy. For users, this can take multiple shapes, from traditional satisfaction surveys to the voice of customer, different engagement metrics, or regular user testing & interviews.

Don't feel guilty about asking for feedback; it's part of your growth process! Make the act of seeking feedback from a manager, a client, or a colleague a continuous part of your routine to aid in your development. Set clear and measurable questions to assess your performance. Implement all relevant feedback into practice.

Soliciting feedback regularly can transform a digital strategy from good to great. It allows for continual refinement and alignment with user preferences. A tech company, for example, frequently asked for feedback on its mobile app through in-app surveys and review analysis. This proactive approach led them to make several user-driven improvements, such as enhancing the app’s navigation and adding requested features, which significantly increased user retention and overall satisfaction. This approach demonstrates how incorporating user feedback can lead to a more effective and engaging digital product.

Implementing best practices in asking for feedback involves crafting specific questions, using varied methods like surveys, and actively monitoring social media channels for unsolicited feedback. A digital marketing agency, for example, used targeted surveys to gather detailed feedback on various aspects of their clients' digital marketing campaigns. They asked specific questions about campaign effectiveness, content relevance, and user experience. This approach not only provided the agency with actionable insights but also helped tailor their strategies to better meet client needs, leading to more successful campaigns and satisfied clients.

Tips for Requesting Feedback in Digital Strategy: Continuous Process: Seeking feedback is not a one-time event but an ongoing, evolving process. Define Goals and Questions: Understand what you aim to achieve and the right questions to ask at each stage of the process. Choose Methods and Tools: Pick the best approaches for your audience, such as surveys, interviews, analyses, and more. Representative Sources: Ensure your feedback sources are diverse, representative, and relevant. Communicate Your Requests: Clearly state what you're seeking and your expectations regarding feedback. Express Gratitude and Take Action: Acknowledge your feedback sources, share results, and implement suggestions for improvements.