How Digital Marketing Silos Thwart Your Efforts to Get More Customers

By Eric B. Delisle September 5, 2016 General No comments yet

Digital marketing is a sweeping phenomenon that has transformed millions of businesses’ fortunes across the globe. The evolution of this form of marketing has made it very easy for businesses with even the tiniest budgets to get visibility online. From a simple brochure website that could cost as little as nothing to more sophisticated marketing techniques such as content marketing, digital advertising and affiliate marketing. The bottom line is that today there’s a whole host of online marketing techniques that are accessible to anyone.

When all these work together in concert, they can produce fantastic results and propel your business to astronomical heights. An example of this is when you produce a piece of content and it goes viral, resulting in thousands of hits to your website overnight. When they don’t work together, however, they become an effort in futility. This happens when digital marketing silos form and you find everyone is trying to achieve their own version of success within their niche. Here are some silos that form this way:

  • Social media marketing wants to get more likes, follows, retweets and shares so they create a campaign to create link bait and viral content.
  • Display ads marketing is interested in getting as many qualified leads as possible through their online advertising efforts so they create a campaign that works towards this.
  • Content marketing handles newsletters and blog posts so they want as many subscribers as possible and they create a campaign to work towards this.

Each of them has created their own version of what success looks like in their niche but they don’t have a unifying strategy to tie everything together. Sure, they may all be after getting more business but some of their objectives may not necessarily lead to more business. For instance, it has been shown that a B2B business getting more Twitter followers does not translate into more business. Same thing applies to getting more clicks on AdWords.

These digital marketing channels yield better results when they are designed to work towards a single unifying goal. When they remain as they are, in their silos, they may even start working in antagonism towards each other. For instance, if social media is pumping out viral content such as memes and GIFS and content marketing is trying to build an image of authority and niche leadership, they act as antagonistic efforts because one does not support the other.

To avoid creating silos for each digital marketing channel, start off by creating a high-level objective/ goal. For instance, these are our customers and in order to get their attention, this is the sort of message we need to push out through all our channels. Also, what channels do they use most? If they are senior level management, ditch social media channels such as Twitter and Facebook and focus on LinkedIn. If they are young and active Internet users, think of creating an engaging mobile app or reaching out to them via Facebook and Twitter.

Next, craft strategies for each channel that use this objective as a reference point and that build on each other. For example, if your target customers are young and use Facebook frequently then link your AdWords ads to send referral traffic to your Facebook page, instead of back to your website. Similarly, when sending out your monthly newsletter, add posts and links to your social media properties in order to build a greater following.

In summary, digital marketing silos form over time and when there is no clear unified leadership to run the entire effort. Consider appointing a Digital Marketing Director or Chief Digital Marketing Officer to oversee all these channels and to ensure they are all working towards the same objective.

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