Develop a Dominating Digital Ecosystem
If a standup comedian is on stage and tells only one word of a joke, it just wouldn’t be funny. Even with two words. Or even with a phrase. You need the entire joke, or you don’t laugh.
Part = Failure
Whole = Success
You should think about your digital presence similarly. Once upon a time, a business could have a website and claim that they were “online”. That was sufficient at that time.
Then came along blogs. Businesses added a blog to their website accordingly, thinking that the combination of a website and blog was a sufficient digital presence. Then came podcasts. Then came video, social media and mobile. And don’t forget about content marketing, directories and PR, or paid marketing opportunities such as pay-per-click advertising, online display media and sponsorships. The list goes on and on…
Today, a business needs to develop an entire digital ecosystem in order to fully maximize value to its target audience. The ecosystem should be customized for each audience, and therefore might look entirely different from one business to the next. It’s not that every business needs to be on YouTube or Twitter. Instead, understanding your audience and aligning to their interests, goals and behaviors is what should dictate your digital ecosystem.
You do NOT need to do everything and be everywhere. That’s the key. Instead, be selective. Be targeted. Prioritize. And then crush it!
What you DO need to do is understand your audience. Based on what your audience would value, define where you can be strong. Define the value you will deliver in each property or mechanism. And then execute like crazy.
For example, if you conduct events, you may want to focus on a core website, Facebook, Twitter, video, event platform, email marketing, along with Facebook ads, additional online display media, local online calendars, and partnerships with relevant third-party websites. You’ll also want any featured speakers, stars, guests, performers, etc. to be promoting the event on all of their digital properties.
If you’re in the real estate business, you may want to focus on a core website, blog, listing aggregation sites, local directories, Facebook, Craigslist, video, mobile, pay-per-click advertising, online display media, and PR to local media.
If you manage a restaurant, you may want to focus on a core website, blog, Facebook, Twitter, Foursquare, Flickr, FohBoh, local directories, online ordering sites, city guides, online display media, mobile, and email marketing.
So, as you can see, if you hope to be uber successful online, think of your digital presence as an ecosystem. It’s not just your website. Nor just your website, blog and Facebook Page. It’s an integrated network of digital properties working together to help you dominate the digital landscape, so that your audience connects with your brand precisely at the times that they are interested and receptive.
Remember, every business is different. Focus on your audience, be where they are, clarify your marketing priorities and execute flawlessly. And always be giving ’em what they will value most.