Intro to Digital Marketing Ecosystems

Digital Marketing Ecosystems are formed by a set of interconnected parts that include advanced website design, search engine optimized content, social media management and inbound marketing strategies. 

Marketing and Sales have become technology-powered disciplines with a powerful range of lead and customer relationship management tool-sets to choose from that can supercharge almost any type of business development initiative.

To be successful in this digital-first age you need to design and build a comprehensive marketing ecosystem operating strategy that focuses on creating amazing customer experiences backed by advanced technology capabilities like Machine Learning to optimize the performance of your online content, social media engagement and sales lead generation efforts.
Continue reading to learn how these tactics for digital marketing complement each other and how each element is needed to successfully grow your brand's awareness and value.

Website Design for Lead Generation

website designStrong, impactful design is an essential part of inbound marketing and lead generation. To create a lead generating website, take a closer look at the following key factors to consider.

User Experience (UX)

User experience starts with your website visitor and how they feel about using your particular product or service. From there you can start diving into the many facets of user experience like usable, credible, findable, and valuable.

You want to look at your website the way your lead does and find ways of making your website easy for them to find what they need and interact with your information.

Mobile Design

For a website design with a great user experience, you must make your site mobile responsive. We've all been frustrated when we look up a website on our smart device and the page doesn't fit the screen. Designing a responsive website with the smartphone user experience in mind can decrease your bounce rate significantly.


Search Engine Optimization (SEO) serves helps search engines interpret your webpage content. It also helps your users quickly and clearly understand what your page is about and whether it answers what they typed in the Google search bar.

Search engines want to serve up high-quality content to your visitors about a particular keyword or phrase they looked up.

The goal of SEO is to make it as easy as possible for search engines (and your website visitors) to understand what your page is about, identify your page as relevant for a certain grouping of keywords, and decide if the page is useful enough to rank well on a search engine results page (SERP).

Web Page Content

Web content and web design should work together. The look of your website affects the readability of your text and influences whether your visitors can quickly understand what they're looking at.

Remember that visitors do not read your website, they scan it. Put your most important information first.

Also, most web visitors will not start reading on your homepage. They could arrive on any of your web pages. So each page needs to clarify where they are, what your site is about, and a CTA telling them what to do.

Some other content best practices will be covered in the content marketing section.

Conversion Opportunities

You don't want to miss out on possible conversions. Using a combination of intuitive CTAs, forms, pop-ups, and user-centric page optimization, you will see more lead conversions.

You want to guide your potential customers forward through their buying journey. By putting a call-to-action (CTA) on every page, you are helping them by offering value-added downloads to aid in their research and/or buying process.

One final note about conversions. Over 40% of visitors will likely abandon a page if it doesn’t load in less than 3 seconds. Make sure your pages load fast. 

Landing pages

A landing page is a key component to any lead generation effort. A landing page is a stand-alone web page that captures your visitors' information in exchange for a piece of relevant content (i.e. whitepaper, webinar, video or ebook).

Every marketing campaign you run and every offer you create should be tied to a custom landing page. The more landing pages you have, the more opportunities you have to convert site visitors into leads. 

A landing page should include these items:

  • Headline
  • Brief paragraph of the offer
  • Image
  • Bullet points (on what they can expect to learn)
  • Urgency statement
  • A short form (with submit button)
  • Testimonial (social proof)

To boost the effectiveness of your lead generation and landing pages, using marketing automation software (i.e. HubSpot) can help you create, test, and optimize your CTAs, forms, and landing pages. Leveraging a platform like that will save you time.

Marketing Automation

Difference-between-CRM-and-Marketing-AutomationWhat is Marketing Automation?

Marketing Automation is a tool that focuses on the definition, segmentation, scheduling, and tracking of marketing campaigns.

The purpose of a marketing automation platform is to streamline marketing and sales organizations by replacing high-touch, repetitive manual processes with automated solutions.

The goal of this tool is to move your leads from the top of the marketing funnel through to becoming sales qualified leads at the bottom of the funnel.

Marketing automation is especially helpful with inbound marketing strategies. 

Why should you use Marketing Automation?

Marketing automation makes your life easier by taking repetitive manual tasks, such as emails and automates them. 

While email marketing is one of the stronger channels for automation, it can be utilized with social media, landing pages, lead generation activities, and management activities. It then prioritizes the contacts and helps qualify your leads for the sales team to connect with. 

If used correctly, marketing automation will nurture your prospects with highly personalized, useful content that helps convert your leads into customers and turn customers into evangelists for your company.

The ultimate goal of your marketing is to generate more revenue for your company. To accomplish this, you need to drive traffic to your website, convert your traffic into leads and then turn those leads into customers. Where marketing automation really makes an impact is the conversion and closing stages of this process. 

Marketing automation can provide a powerful return on your investment.


The key to successful marketing automation is centering your marketing messages around the real person at the receiving end of your message.  

Marketing automation uses all the information we know about your lead in order to understand what their needs are, and delivers them the information they need to make an educated purchase, at the time they need that information, and where they’re looking for it.

Best practices of marketing automation take into account the evolving needs of your leads, and the behaviors and interactions they have with you across all of your marketing channels. 

Using behavioral data from multiple channels such as social media clicks, viewing a certain web page or downloading your whitepaper gives marketers the context they need to fully understand your lead’s interests and how to guide them down the funnel.

The most effective marketing automation not only collects data from multiple channels but also uses those same channels to send your marketing messages as well. 

Some key features of marketing automation include:

  • Mailing list segmentation based on interactions with your company
  • Engagement triggered emails sent at the time that your lead is most interested in your product or service
  • Schedule drip emails so your company stays top-of-mind with prospects
  • Analytics showing campaign metrics
  • A/B testing to continually optimize for better conversions.

Remember that creating a lead generation machine is something that takes consistent optimizing. It’s not meant as something you can set and forget. The good news is that you can start small and scale accordingly. 

Customer Relationship Management (CRM)

customer relationship managerCustomer Relationship Management (CRM) is a strategy and a technology for managing your relationships and interactions with leads and customers. A CRM system gives you the ability to secure more sales by making the buying process a more personal experience for your customer. 

How does a CRM work?

It starts with the customer, hence the "C" in CRM. Customer Relationship Management helps you stay connected to your customers, streamline your sales process, and improve profitability.

An important component of CRM systems is that they can track, measure, and compile marketing campaign data from a wide range of different communication channels, including a company's website, telephone, email, live chat, marketing materials, and social media. 

CRM systems allow you to save all of the above information, including interactions with the company. Additional details like knowing what company they work for, whether you are addressing a man or a woman, a salesperson or a CEO, can significantly help you tailor the content of your messages and grab their attention. Equipped with these details, you can shape the entire communication in such a way that it suits that particular customer.

The CRM uses data about your customer's history with your company to help you improve relationships, specifically focusing on customer retention and driving sales growth.

Using Customer Relationship Management, you learn more about your target audiences and how to best cater to their needs. You can engage with your prospects and customers on a more personal level, anticipate their needs and delight them with knowing what they are interested in.

CRM benefits include:

  • The sales team can see where a customer is in the sales process and have better insights into how close the deal.
  • You can offer targeted content that’s more valuable and likely to lead to a sale.
  • You have a better picture of who they are and their engagement with your company.

Typically, businesses begin by adopting a CRM to optimize the bottom of the funnel and close more deals. As they grow and invest in marketing efforts, these businesses then select a marketing automation system that integrates with their CRM.

What was once a one-way conversation is now a two-way dialogue between you and your customers.

All in all, CRM software is not only able to supply you with a contact database and centralize your actions, but it also makes it easy for you to turn the data into meaningful insights and then shape the perfect individualized message to your leads and customers.

Content Marketing

content marketingMarketing is impossible without quality, persona focused content.

Content marketing is a strategic approach focused on creating and distributing valuable content to attract, add value to, and retain your defined audience. Content marketing is NOT a pitch of your products and services.

Why is content marketing necessary?

For one thing, without content, there would be nothing to search engine optimize (SEO) for search engines.

But the two main reasons benefit your website visitors ... awareness and research. Your customer has a need, but they are not aware there is a solution. Once your customer is aware there is a solution, they will perform research to educate themselves.

Examples of content offers include:

  • Infographics
  • Web pages
  • Podcasts
  • Videos
  • Cheatsheets
  • Whitepapers
  • Ebooks
  • Slide decks
  • Case studies

Content marketing is the use of any combination of the above content to help meet your marketing goals.

You can have multiple goals, including the acquisition of potential customers, retention of existing ones, or brand awareness. You want to match your content with your goals and where your audience is on their buying journey.

You need to know your visitors so that you know what kind of content to create. Using information from your CRM, you will learn details about your audience so that you can best present your message. This includes the style of your language to them and what types of images that best resonate with them.

The Benefits of a Blog

You could be missing out on a ton of website traffic and potential leads if you don't have a blog or aren't consistently adding new content. Google likes fresh content. By consistently adding to new articles to your blog, your website gains more indexed pages and a better keyword focus.

Whether you are creating a blog article or a web page, remember these best practices for content marketing:

  • Keep it simple and useful
  • Connect your content with outbound links
  • Engage your audience
  • Keep it scannable with the use of bullet points.
  • Break up the content with plenty of headings.
  • Keep your paragraphs short.
  • Put your most important information at the top of the page
  • Call attention to key terms.
  • Write for your audience persona.
  • Optimize your copy for SEO.

Remember, your objective is to drive a profitable customer action. Regardless of marketing strategies you have in play, content marketing should be in the mix. 

Social Media Management

social media managementWe all know what social media is, but how do we make it work for businesses? Your main goals with social media will stem around increasing brand awareness, creating engagement with loyal fans, and understanding the pulse of your industry and competition.

Engagement is the main focus here. 

Social media platforms are networks. Their main purpose is to create a space to chat, like, comment, discuss topics, and share content. This is where your networking skills come into play.

It’s important that you take the time to learn how social media marketing works for your specific business. The only way you are going to know what your customers want is by listening to what they have to say.

Use social media as a way to communicate with your audience and then provide valuable information to them. You want the content to be so engaging and valuable that they want to share it with their network.

Keep in mind that each social network is unique, which means that you need to create content tailored to the context of each individual social media platform in order to drive user engagement and sharing.

But with the seemingly endless number of social media channels available, be careful to not spread yourself too thin. Being active on every single social media platform is impossible and usually ineffective. Instead, focus on the two or three social media platforms where most of your audience lives.

When to Post

In order to engage with your leads and customers, you need to know when they are on social media. What’s the point of posting at a time that no one is listening? Conversely, what's the point of posting at a time that your customer is listening if there's no one from your company to interact with them? With some practice, you'll find the right mix. 

Organic vs. Paid

On social networks, organic results are harder to come by these days, whereas ad spends have increased in the past couple of years. Just remember that social media platforms are running a business. Facebook, Instagram, Twitter, and the rest, all want to make money. To be seen, you're going to have to invest in social media advertising.

Track. Measure. Repeat.

In order to run a successful social media marketing campaign, you need to track and measure everything. Some of the most important KPIs are clicks on your content, reach (the number of unique users who saw your post), and engagement (the total number of social interactions divided by the number of impressions).

Marketing Analytics and Insights

marketing analytics and insights

Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI).

Marketing analytics can give you insight into traffic, leads, and sales. When you understand your marketing analytics, you have more efficient marketing and minimize the waste of marketing dollars.

Using a marketing analytics platform (i.e. HubSpot) allows you the opportunity to increase your marketing ROI.

How do you calculate your marketing ROI?

Return on investment (ROI) is a measurement that shows you the amount of money you earn for the amount of money you spend.

The math equation looks like this ... [Gross Profit Marketing Investment] = ROI

Marketing analytics can also offer insights into customer preferences and trends. You want to be able to report on the past, analyze the present, and predict or influence the future.

All of these insights lead to a data-driven approach to your marketing budget and strategy, thus delivering you a better return on your investment.

Thank you for giving me the opportunity to provide value to you. I really hope you learned some useful information for your marketing journey. Reach out to me if you have any questions.
Doug Richardson

Doug Richardson MORE Online NOW


Marketing, Sales & the Customer Experience: A Spec-Sheet for Creating Success

digital marketing spec sheet To help you be successful in your digital transformation, this guide covers the items you should put on your shopping list to assemble a best-in-class Digital Marketing Ecosystem.

Whether you are a beginner or a seasoned veteran in digital marketing, we know that you will find value in downloading this digital marketing roadmap to success.