“The whole is greater than the sum of its parts.”
– Aristotle, philosopher
Just like in a biological ecosystem, marketing success depends on the harmony between habitats, communities and resources that a business operates with.
In the natural world, an ecosystem provides and supports the right balance of everything required to constantly regenerate itself.
And so in business, a digital ecosystem creates good habitats, thriving communities and appropriate resources to produce results that can only be achieved by this all-inclusive approach.
Your website becomes a marketing powerhouse, fed by search engines, social media, email campaigns, etc, all working harmoniously together using strategically-planned content that highlights your unique selling point (USP).
These are the ingredients of successful marketing. Separate them and each will still work, but not to their full potential. The ecosystem works best when it embraces all elements of the business it serves.
A natural marketing process
At the heart of the digital ecosystem is your website. This online representation of your business acts as a hub around which your digital marketing turns.
It attracts customers and provides them with information, a means for your business to generate enquiries, leads and ultimately sales, whether online or in your real-world store.
But how does your website attract potential customers? And what is it doing with your customers once they are there?
If your ecosystem is unbalanced, you are losing customers. Imagine this:
- You have a great site to showcase your business, organisation or event, but you expect it could be doing more to generate business.
- You have a poor website with a great search ranking and getting loads of visits, but they’re just not turning into sales.
We see both of these scenarios regularly, and this is where the value of an ecosystem is greater than the sum of its parts. You may have really active social networks, thousands of customers in your database, but if your ecosystem isn’t feeding them to your website or store, they’ll go elsewhere.
At Canary Dwarf, we build marketing plans around the ecosystem concept.
We know that your customers are fickle and you cannot rely on loyalty alone to keep them coming back.
Modern marketing and an all-inclusive approach can stimulate your customers to not only buy from you, but to take your message to their social circles, feed them on your behalf, and keep coming back and doing it all again.
Ask yourself these three questions
1. Would you like to convert more of your website visitors into customers?
Our Digital Ecosystem programme helps you maximise your website to increase conversions. It also helps you increase visits from online and offline sources.
2. Do you find it difficult to create content that engages AND converts?
As a Digital Ecosystem customer, we’ll work with you to plan and create engaging content that is relevant to your customers and converts into sales.
3. Are you driving measurable traffic to your website with search, social and email?
Once your website is optimised for discovery and conversion, we’ll help you drive extra traffic through search engine marketing, social media and email campaigns.
Make your own digital ecosystem
If you’ve answered yes to any of these three questions above, we can help you build your digital ecosystem.