Often in online marketing, there are silos of social media, SEO, and most recently, content marketing. All of these pieces should work together like clockwork, according to Michelle Stinson Ross, who at the time of the video shoot was at Authority Labs but is now the founder and principal consultant at Firestarter Social Media. As she explained to us at Pubcon in Las Vegas, each of these areas acts as a mechanism to drive another area. In other words, they are all part of the digital marketing ecosystem.
Whether marketers like it or not, they will never grasp the big picture by looking at only one of these areas. Marketers often like to specialize in something like SEO or social media, which is okay. But, the two work together naturally, and in order to truly market effectively, the parts have to mesh.
Another problematic issue with the digital ecosystem is analytics. Again, so often, marketers take the time to create the content, promote it on social, and optimize it for the search engines, but then neglect to track its performance. According to Stinson Ross, marketers have to pay attention to what is driving traffic and converting in order to keep your business up and running. She advises marketers watch referral sources, and even beyond this, track the further shares and engagement. Check out this video to hear more of her explanation:
If you need some direction with your online marketing strategy but feel you are missing one of the pieces of this ecosystem, contact SugarSpun Marketing, and we’ll be happy to help.