The breakneck growth of digital technology over the past two decades has forever changed the marketing and advertising world. And while many traditional tactics like out-of-home advertising and print publications still have a viable place for many clients, there’s no denying that very few brands can get away without having a stable digital presence.
So let’s take a look at the 4 key pillars of what we’re calling your “digital ecosystem.” These individual elements are often treated as related yet separate tactics, occasionally overlapping but often being thought of as distinct from one another. We believe that they must be taken holistically to be truly successful, and we’ll tell you why.
1. Your Website
This is ground zero for all your digital activity. Without a robust website, there is almost no justification for investment in other digital tactics (email, social media, etc.). That’s because you need to have an owned-and-operated platform from which to do things like sell products, convey key brand messages and collect information from interested customers. You can do many of those things on social media platforms or third party e-Commerce websites, but you will always be “renting” those distribution channels from other companies.
Outside of the baseline information that makes up your website, you’ll want to invest in an ongoing content strategy as part of any digital efforts. This is particularly important for any B2B efforts, as without a physical consumer product to sell, content will be one of the ways you “sell” your brand and position yourself as a trustworthy, instructive partner for your customer. Content can run the gamut from as simple as a weekly blog post on industry news to in-depth instructional videos and tutorials. Some pieces of content will be easier and more affordable to produce regularly, while others you’ll want to plan for as part of a bigger strategy. Content will also help improve your SEO rankings, by populating your website with content that features your target keywords.
3. Email Campaigns
One of the oldest forms of digital communication has had a love-hate relationship with marketers over the years. With the rise of spam and less sophisticated marketing campaigns, it fell out of favor, but as social media is now being scrutinized more closely than ever, marketers are falling in love with email again. For starters, email campaigns still allow for direct, personalized communication with your audience. And unlike social media — which can also allow for those kinds of relationships — you will always “own” your email list.
4. Social Media
To use the parlance of the largest social media platform on the planet, our relationship status with this marketing tactic is “Complicated.” What was once dismissed as a passing fad has grown into a cultural phenomenon. It went from widely derided to widely adopted — and we’re starting to come full circle again. But that doesn’t mean social media shouldn’t still be a part of your digital ecosystem. In fact, the platforms themselves remain as powerful as ever, you just have to reorient how you’re thinking about them.
5. PPC: Pay-Per-Click Advertising
The final puzzle piece in your digital ecosystem is PPC advertising. As the paid complement to SEO, this tactic primarily revolves around Google Ads. Here’s how you’ll work to be the first result when someone searches for keywords or phrases related to your brand. Depending on how specific or broad your services or products are, this will be a very obtainable goal or one you’ll have to work very hard at.
So How Does This All Work?
Think of these five pillars as a kind of virtuous cycle. Each tactic feeds the other, working in harmony to help you meet your goals. For example, you can have a Facebook campaign that drives new visitors to your website, where you then offer them a free eBook download, who you later target on Google Ads with a more hands-on piece of content. Or, you can use an email campaign to drive webinar signups, and then send reminder Facebook ads to everyone who converted on your website. Whatever you do, make sure you take your campaign into consideration holistically, not just tactically.
In the process of writing this blog post, we realized we had a lot more to say about building a successful “digital ecosystem.” Stay tuned for a forthcoming Quick Look white paper that features more details, tips and insights. If you want to learn more in the meantime, simply give us a shout below.