If you want to build and implement a successful digital marketing strategy for your business, you need to have the right elements in place.

This framework called the Digital Marketing Stack, developed by Ian Lurie,  will outline the four critical pieces to a successful digital marketing strategy.

So that you know, this framework is probably one of the most influential pieces of thinking that has impacted me in the last three years.  It has helped me put my arms around what I've seen daily and has helped me do better things for my clients.

What is the Digital Marketing Stack?

It is a model (one of many I might add),  to help you think about digital marketing strategy.  It helps you understand how all of the pieces and components work together in one strategic plan.

Think of it as a map to your digital marketing efforts.

Who developed this Digital Marketing Stack?

Ian Lurie of Portent, created this model.  Ian's been around for a million years, and his thinking always seems to be there when my head hurts and I need a framework to make sense of things.

Seriously add Ian to your reading list.

The Key Elements of the Digital Marketing Stack

Here is what the stack looks like.



Some key things to understand about the stack

  1. Things at the bottom are more important.  Without good infrastructure and analytics, none of your marketing tactics will be effective
  2. Customers move down the stack as they engage with you.  The closer they get to being a customer, the greater the impact of the bottom parts of the stack.
  3. The stack shows where everything is digital marketing belongs and helps you by helping you set priorities.

#1 Infrastructure

The most important part of the stack is all of the technology that you use to run your website.  It includes the server hardware, the software your website is built on,  how secure your server is, how compatible your site is with current browser technology and even how fast it loads.

If your website is slow, filled with errors and prone to being hacked, then everything else doesn't matter.

Your infrastructure has an impact on every other part of your digital marketing  strategy.

#2 Analytics

Do you have in place systems to allow you to measure how well each of your marketing channels is doing?

Having Google Analytics installed is a minimum requirement.  And so is constantly tracking and improving everything that you do.

You would not believe how many businesses don't have the basics of analytics tracking in place.

#3 Content

This means everything on your website, your emails and social media channels.  It refers to all of your positioning, your helpful information for customers, your conversion content, your link attraction content and your authority and positioning content.

It's not just keyword rich content for SEO.

Your content impacts your performance across all of your digital channels.

#4 Your Marketing Channels - Paid, Earned and Owned Media

This framework collects all of your digital channels such as seo, ppc, paid social into three buckets.  Paid, Owned and Earned media.

These are the channels by which you communicate with customers, regardless of device or tactic.



What are the key points I want you to learn from this?

Here is what you need to know after looking at this framework.

Stop being a Cheapskate on your technology

Do you know how many business owners I've talked to who will moan and complain about paying $20 a month for hosting and then move to a cheap provider like Bluehost  to save $10 a month?  At the same time,  they are paying $5000 a month in rent for their office or shop-front.

Don't cheap out when it comes to fast secure hosting.  It is just like your business premises, only more important.

Cheapest is not best when it comes to your web infrastructure.


Invest in your Internal team

If you are sick of paying agencies and consultants so much money then take some of that money and hire or train your people to improve their digital competency.

They don't need to learn to be seo experts or ppc experts but they do need to understand  the language, the strategy and how to use said experts to help you achieve your business goals.

The most important skill they can learn is how to spot a bullshit artist.  For non-Australian's that's someone trying to pull the wool over your eyes or baffle you with acronyms.

Get your tracking and measurement systems in place

Go and get some smart SEO consultant to install and configure Google Analytics & Google Search console.

If you aren't at least using Google Analytics, you will have no idea how poorly you are doing or whether things are getting better.

Work on Incremental Improvements

Don't beat yourself up if you aren't the Digital Marketing Master in three months.  This stuff can be complex and takes time to learn.

But the basics are easy.  Try to learn and implement one new part of the puzzle every week or month.

Success is cumulative.  Each piece you put in place supports the next piece.

That's why the framework is important in helping you focus on the right pieces that will support the rest of your marketing efforts.

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