The digital ecosystem is vast, and continually shifting to mirror the expectations of both digital natives and digital migrants. Often in business-to-business or highly regulated industries and at director and c-suite level it’s easy to forget that even the most pinstripe of audiences is also influenced by consumerism.
Where do your stakeholders ‘hang out’?
While your website is undoubtedly a critical repository of information and potential source for sales and lead marketing, you have to consider the complete customer experience (CX) to appreciate how both rational and irrational audience engagement works.
Across all of our services, we talk and advise frequently on the importance of understanding your customer personas. Once we understand who they are, what they need, and where they seek information, we can start to map a suitable digital ecosystem that puts your critical stakeholders at the centre.
This helps us understand the style of content they seek, be it peer-to-peer recommendations, search, podcasts, video, ‘how-to’ guides or casual social content.
Mapping your channels
Getting your own channels in order is critical in providing relevant material for your audience. That means creating an ecosystem that supports the complete marketing funnel from awareness and consideration to conversion, loyalty and advocacy.
A digital strategy considers the relevant platforms and channels your target audience and their influencers use to gather information. It stands to reason that these platforms and channels should be part of your owned ecosystem.
These platforms can vary but typically include:
- Your website
- eDMs (email)
- Social channels
- Google Search and Google Business
- Real world events such as conferences, advertising, physical business address
Engaging online audiences
While you have your own channels ready to cater for new audiences, simply ‘building it and hoping they’ll come’ is not a viable strategy.
Your existing audiences will appreciate a defined channel experience but potential audiences will need to be attracted. This can entail:
- Engaging loyal customers to engage their peers
- Listening strategies to find where relevant conversations to your brand are occuring
- Participating in third-party forums/channels
- Paid services including Google Search and Meta advertising
Our services
- Audience intelligence
- Digital funnel strategy
- Owned channel alignment
- Social and third-party channel strategy
- SEO and SEM strategy
- Click here for full campaign services
