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We have always known that taking a comprehensive and big picture approach to digital marketing strategy and implementation is considered to be best practice. We have been guiding clients through that content for decades, and even though the little details may change over time, the overall message has always been the same. Digital marketing performs better when all the channels are designed to work together, like a “well-oiled machine”.<\/p>\n
Yet, it can still sneak up on us. We realize we’ve been focusing hard on one channel and at least slightly ignoring others. We make changes to the social media scheduling without considering its implications on content, or worse, on the digital marketing strategy as a whole. It’s very common for this to happen, even those with the best of intentions.<\/p>\n
The thing is, it shouldn’t happen like this. We need to resist the urge to silo anything related to digital marketing, or else our results will be impacted. Here’s a look at why this is the case.<\/p>\n
Your target audience doesn’t always behave linearly. In fact, people rarely behave this way. A given prospect could have followed you on LinkedIn, signed up to receive your newsletter, and might regularly visit your website to gather information. If they aren’t fragmented, you shouldn’t be either! Your audience expects to see the same information and same messaging about you no matter which platform they are on.<\/p>\n
The customer experience should be seamless and cohesive, and this can’t happen if the marketing channels are fragmented and operating on their own. For them, fragmentation gives the feeling that each place represents an entirely new brand. You want them to feel as if every touchpoint is related to the other, and you want their experience to be a seamless one.<\/p>\n
Did you know that knocking down the silos also saves both money and time? When there’s duplication across channels, your marketing team is wasting time replicating efforts. This also wastes money, because your team could be overspending across channels to get the message across. Siloed teams compete against each other and deplete resources.<\/p>\n
A cohesive team operates much differently. Each effort is meaningful, meaning the budget and time spent are both intentional. Cohesive teams don’t compete, they work together to achieve a common goal. You save resources while also improving results.<\/p>\n
What does a cohesive marketing strategy look like? It’s one where each channel works together to amplify the results. Content marketing and social media are aligned. PPC budget will enhance social media advertising as well as amplify the efforts of content marketing. These are just a few examples, but they illustrate the point that each channel impacts the other.<\/p>\n
This is how it should be. It makes the results better, it pleases your customer base, and it helps leverage the resources you do have. If you have a siloed team, and siloed marketing channels, this will cause you to feel like you’re never really getting ahead.<\/p>\n