Digital Marketing Ecosystem: The first step of a great Marketing Strategy

Owning a blog is a glorious idea

When you own a blog, you have the center of your digital marketing ecosystem.

It’s not enough to only have an account in the most important social networks such as Twitter, Facebook or Instagram because public trends change.

There is no certainty that these social media platforms will be the leaders in 10 years.

Owning a blog helps a lot to create a digital marketing strategy for your company, brand or product.

Because the content you make for the blog will reach your audience through social networks.

Are you wondering how to generate content for the blog?

If you want to own a blog to help your business or to help sell a product or offer your services on a specific topic, it is because you are a master of the topic and you can explain it with little effort.

Why not transfer that knowledge to your blog so it can reach more people?

To create content for your blog, think about the most common questions that your friends and your family ask you about the topic you dominate.

I am sure you can answer many questions with no thinking. Why not make each question one topic for the blog?

Alongside writing about each question, you can make a complementary video to enrich the experience of your blog.

Now you will say: record a video? Do I have to appear in a video? Making a video helps you generate more closeness with the public and, if you don’t want, your face will not have to be in the video.

For example, you can do your presentation in PowerPoint, connect a microphone to your laptop and record the screen while explaining your idea.

What is an ecosystem?

According to the Khan Academy, an ecosystem is:

  • An ecosystem comprises a community of organisms together with their physical environment
  • Ecosystems can be of different sizes and can be marine, aquatic, or terrestrial. Broad categories of terrestrial ecosystems are called biomes
  • In ecosystems, both matter and energy are conserved. Energy flows through the system—usually from light to heat—while matter is recycled
  • Ecosystems with higher biodiversity tend to be more stable with greater resistance and resilience in the face of disturbances or disruptive events

We see that in an ecosystem the community helps itself for the common welfare. They need each other to have a good and harmonious life.

In technology we have heard the word ecosystem more and more since smartphones appeared.

This is because smartphones from the same brand better connect to the products from that brand.

Take Apple for example. An iPhone complements very well with a MacBook Pro or with an Apple TV. This is because these products belong to the same brand and therefore are within the same ecosystem.

All technology brands want people to only use their brand.

So between technological devices of the same brand, compatibility is very simple.

Brands favor their ecosystem.

To put it simply, a technological ecosystem is a community of technological objects of the same brand that interact with each other.

Getting out of the brand’s ecosystem is often difficult.

A wonderful example is this video:

What is digital marketing?

Digital marketing is the efforts made by a brand, company or person on the internet to reach consumers. It can be done through digital channels such as a blog, the web, social media, mobile apps and search engines.

What is a digital marketing ecosystem?

It is making your brand known through various media. This could be your own media, paid media or earned media, to engage prospects and promote sales of your product or service.

We say that the creation of a digital marketing ecosystem is a process because it comprises several steps but it all starts with the creation of your blog.

The steps to create a digital marketing ecosystem are:

  1. Create your blog
  2. Choose the right social networks
  3. Choose the advertising channels

With this defined, we can develop each step.

Can I create my digital marketing ecosystem?

Of course, you can create your own digital marketing ecosystem. 

From experience, every good digital marketing ecosystem has a nucleus that must be a blog or a web page.

Historically speaking, blogging became popular in the year 2000, and there were no tools around back then to create an ecosystem around a blog.

Each blogger had to make very good content so that the public could find it in a young search engine called Google.

In those years the internet was just another space to advertise, the ad man didn’t see it as the center of an ecosystem.

Television still dominated a brand’s ecosystem.

old-media-ecosystem

Later, MySpace, Hi5, Facebook, Twitter, and Instagram appeared and the way to publicize the content of your blog grew.

Now that social networks give more places for a blog to grow, it no longer depends on Google to be found.

I will say that investing in a blog is not a money waster because it’s something that you own, you do not depend on Facebook, Twitter or Instagram — which can fail.

Owned Media — Paid Media — Earned Media for the digital ecosystem

To explain the digital marketing ecosystem well, we must know the following concepts:

owned-media-paid-media-earned-media

Owned Media

These are the channels you control, such as your own website, your mobile website, and your blog.

Owned media is scalable because it grows as your audience grows.

Remember that owning a blog or a website is an investment because you have to pay for the web hosting or for a developer to make a website; it is also an investment of time because you must create good content for your audience. It is a long-term investment.

For example, I host this blog on Cloudways;  and the domain name in Namecheap; I recommend both.

The aim of having your own media is to create relationships with your audience through good content.

Your Facebook, Twitter and Instagram pages are not yours, as they depend on those companies.

For example, if the core of your digital ecosystem is your Facebook page, you depend that the servers of the company will never fail, and as we all know, sometimes Facebook has downtime.

That is why I always recommend having a website or blog as the core of your digital ecosystem.

Paid Media

These are the actions we take to advertise our brand or company on other sites that require payment. We can do this on social media, websites, blogs, publications, etc.

We can advertise on Facebook and thus reach people who did not know about the blog or we can use Google AdWords.

Actions in paid advertising allow us to reach a large audience in a quick time.

The disadvantage of paid media is precisely having to pay to reach a large audience.

If we do not have money, we will not have the means to pay for advertising. That is why it is necessary to be very strategic with paid advertising and above all to know the public that we want to reach well, so that the payment campaign is profitable.

Earned Media

It is free advertising. You get earned media when people talk about your brand or company.

It is when our blog or our brand becomes known, and the public comments on the same blog or on our social networks.

Earned media is the result of the effort it takes to be recognised, and you can let the public do some of the work for you by recommending you.

Your blog is the center of your digital marketing ecosystem

Having these concepts clear, we can see how to create your own digital ecosystem.

The advantage of owning a blog is that it becomes the center of your digital ecosystem because everything will revolve around it.

Being an expert in the product or the service that you will offer will make it easy for you to generate content for your blog.

After generating the content for your blog, you can distribute it on social networks and reach more people with paid advertising.

Your blog should be the center of your business, product or the service’s digital ecosystem because:

  • It is easy to find
  • Reaches more users
  • It is more reliable
  • Offers a deeper, richer content and experience
  • Is 100% under your control

One more point about why your blog should be the center of your digital marketing ecosystem, perhaps the most important point, is because owning a blog will allow you to measure if your audience is engaged with the content.

By owning a blog or website you can place the Google Analytics code and see the number of people who visit your blog, the time people spend on your site, which articles in your blog have more visits, etc. This information will allow you to make further decisions about your blog

A digital marketing ecosystem should look like this:

digital-ecosystem

Work at the core of your digital marketing ecosystem first

Yes, you must first choose the content for your blog and write quality content. I advise you to have about 20 posts that will help you position your blog on Google.

I know that you will want to advertise your content but I advise you to have at least 20 posts so that the people who visit your blog can see all the content available and have the desire to return to see new content.

Second, distribute the content on social media

After writing good content on your blog, it’s time to distribute it on social media.

For this you have to choose which social network you will use.

Facebook is perhaps the largest social network for people over the age of 28.

Instagram is growing and becoming a favorite with younger audiences.

Twitter can help you have authority about the topic of your blog.

My advice is to get to know your readers well and then choose the social network they prefer to distribute your content.

Third, you can use paid advertising to reach more audiences

After working on the content for your blog and having chosen the right social network, and if you feel confident, use paid advertising to reach more audiences.

Facebook and Instagram have the same advertising platform, and their learning curve is fast. 

For me, these platforms are the right ones for your first contact with paid advertising.

Remember that paid advertising will give you a great reach while your budget lasts, so it is always a wonderful idea to work on the SEO of your blog.

Your complete digital marketing ecosystem should look like this:

Complete-Digital-Ecosystem

Each part of your digital marketing ecosystem should complement and work together.

An example of a great Digital Marketing Ecosystem

A perfect example to show a great digital marketing ecosystem occurred in 2012.

That year, Red Bull promoted Felix Baumgartner’s leap from the stratosphere that took place on Sunday, October 14 in New Mexico.

To promote and create public expectation Red Bull designed an interactive web page that contained all the information about Felix, information about the jump, photos of the training sessions, videos of the preparations for the jump, scientific data, the final countdown and the possibility of purchasing memories of the jump.

web red bull strato

Remember that a great nucleus for a digital marketing ecosystem is a great website, a great blog or a combination.

To promote the jump, Red Bull opened a Facebook page and a Twitter account, in this way it could centralize content distribution well.

Red Bull used their accounts on the day of the jump for a minute-by-minute update, and the post of Felix’s landing went viral in seconds, showing that people watched the jump while being active on social media.

red bull strato social media

The power of Social Media

In this era the digital marketing ecosystem needs social networks to deliver content to the public.

The public sees an event and send messages, using social networks, to their friends, so they have a sense of belonging and try to gain more followers.

We must take into account that each person has an audience because of the use of social networks.

So now each person wants to be the first to break the news to their community, getting the most comments and gaining more followers.

Virtually every person who has a cell phone is a journalist these days.

This example shows us that if the content is valuable, people will share it.

So, as in the example, we should strive to use all available resources that we have to create the best content for our readers.

At the beginning of the post, conquer the fear of a video camera and make great videos for your readers.

A digital marketing ecosystem helps to expand the reach of your blog posts if you find the correct balance between all the elements that compose the ecosystem.

To close the example, I have to tell you that the record for free fall is not held by Felix Baumgartner; it is held by Alan Eustace, who months later also jumped from the stratosphere but with no advertising campaign.

How to start  a digital marketing ecosystem?

You should start your digital marketing ecosystem by creating valuable content on your blog.

You can write this content, make videos or make interactive content.

Good content will generate organic traffic to your blog, that is what you want.

If you have visits to your blog and readers like your content, you can ask them to leave their emails to notify them about new content.

If you want to make a business out of your blog, getting more emails is the goal and you should aim for it.

Developing a good digital marketing ecosystem will allow you to have a solid base to create effective sales funnels for the product or the service you offer.

Final thoughts on owning a blog

It feels right to start with a page on a social network, but it’s much better to invest in having your own blog.

Because it will give you total freedom to create content in the way you want and will be the center of your digital marketing ecosystem.

Also, the blog will be 100% yours: you will be able to change its aesthetics as many times as you like and you can measure the public’s visits, the length of stay, the bounce rate, etc.

To start, you just have to encourage yourself to create a blog and start creating good content.

You will see that your content will be very useful to many people and in no time.

You’ll be considered an expert and readers will create a community around your blog.

You will see that when you create a community around your blog, your business will explode.

Reflections on Digital Marketing Ecosystem

When you start a blog, you must remember that making it known to many people will be a long-term job.

The investment you will make to have a blog must be reflected in creating a community around your blog.

Creating a digital marketing ecosystem with your blog at the center is mandatory.

The digital marketing ecosystem must grow little by little, it is not made overnight.

Choosing the right social networks for the digital marketing ecosystem must be done carefully.

Also you should have a budget for when you want to reach more public for your blog.

You can read more about the digital marketing ecosystem here.

You can learn all about blogging by visiting: How to start a blog: A great and practical beginner’s guide.

GENERAL FAQs

What is digital marketing?

Digital marketing is the efforts made by a brand, company or person on the internet to reach consumers. It can be done through digital channels such as a blog, the web, social media, mobile apps and search engines.

What is a digital marketing ecosystem?

It is making your brand known through various media, whether your own, paid or earned, to engage prospects and promote sales of your product or service.

What are the steps to create a digital marketing ecosystem?

The steps to create a digital marketing ecosystem are: create your blog, choose the right social networks, choose the payment methods.

What is owned media?

These are the channels you control, such as your own website, your mobile website, and your blog. Owned media is scalable because it grows as your audience grows.

What is paid media?

These are the actions we take to advertise our brand or company on other sites that require payment. This can be done on social media, websites, blogs, publications, etc.

What is earned media?

It is free advertising. You get earned media when the people talk about your brand or company.