Online marketing is an integrated medium.
That’s worth repeating: online marketing is an integrated medium where each part affects another.
It’s kind of like a Rubik’s Cube. Each move you make to align colours on one side will affect the colours on the other sides.
And to truly be successful at a Rubiks’ Cube, you can’t just focus on a single side, you have to get all the sides right.
That’s why I think many “Specialist” or “Boutique” Digital Marketing Agencies are failing: they only focus on one piece of the puzzle.
3 (Related) Examples
1. The Search Engine Optimization Company
The problem: A business owner came to us and said, “I hired a SEO company to help get more traffic to my site. They were fairly successful at that, but the increased traffic didn’t equate to more leads or customers for my business”.
The solution: We looked at the businesses’ website, and it was clear that it was not designed to convert visitors into prospects or customers. The website had poor navigation, very little content, no sign-up forms, and lacked a call to action and clear path forward. Basically, visitors were arriving on the site, and leaving immediately.
The point: There’s no point paying to get more traffic to a website that’s not built to “convert”.
2. The Content Company
The problem: A business owner came to us and said, “I hired a Content Creation Company to write a lot of articles and blogs for my website. They were great articles, but I didn’t see a lot more traffic to my website, nor a lot of new business”.
The solution: This company should have helped this business market its new content so it could get more value for its investment. Doing things like email, RSS feeds, social media, link-building, and participating in forums and communities relevant to its industry can help market content and get quality traffic to a site.
The point: Content is king, but without proper promotion it is only as powerful as a pawn.
3. The Web Design Company
The problem: A business owner came to us and said, “I paid a lot of money for a new website. It looks great, but I have no idea if it’s getting me any more business than my old site”.
The solution: Any Web Design company should be invested in the long-term success of their client (even AFTER they’ve launched the site). It should continue to improve the website by testing and using tactics such as split and multivariate testing to increase the site’s Conversion Rate Optimization (CRO). In other words, it needs to ensure the website that they charged for actually “works”.
The point. Your website should be your best salesperson. And if you’re paying them a lot, make sure they’re performing.
It’s Not All Doom and Gloom
The purpose of this blog is not to pick on specialist type agencies, it’s to show that businesses shouldn’t just focus on one side of the Rubik’s Cube of online marketing.
Content affects SEO, SEO affects traffic, traffic affects web conversion, web conversion affects leads, and around and around we go.
I think a lot of specialist digital agencies will succeed if they can combine their services with others and offer their clients an integrated online solution – and solve the whole puzzle.