The soil is cold, damp, and brown, like most everything in my garden during March. But over there, a small patch of vibrant purple and bright white crocuses catches my eye. Each year, the garden reminds me of the intricate balance within nature’s ecosystems, where every element plays a vital role in sustaining life.

Drawing from my passion for gardening and environmentalism, I, ahem, naturally view online marketing through a similar lens—an interconnected system where each component influences the whole. Just as altering one factor can impact an ecosystem, tweaking a single aspect of your online presence affects your entire marketing strategy.

The role of content

Business owners ask how many sales I can get them when managing their social media, setting up a new lead magnet, or doing a website facelift. Here’s the secret: not every element directly leads to sales. Rather, marketing lays the groundwork, nurturing leads and guiding them towards the sale.

Each element of online marketing has a distinct purpose. I recommend having one from each category below, but if you’re not there yet, you’re not alone! 

• Short-form/Social media is a great way to build connections and share who you are. Short-form content can be easier to create and can feel more casual. It’s a great way to stay top of mind. Platforms include: Instagram, Facebook, Linked In, X (previously Twitter), TikTok.
• Long-form is more time-intensive to create but allows greater depth and establishes you as an authority. Use it to address questions, educate your customers, drive traffic to your site through SEO, and as a source for short-form content. Types can include blog, podcast, and Youtube
• Email has the highest ROI compared to other formats. Some people use this as their long-form content. Of course in order to get people buying, you need to send them sales info as well!
  • Newsletter
  • Promotional emails
• Website or Landing Page is vital for building authority, having all the online elements of your brand in one place, and being a great resource for potential and current customers. 

Let’s get specific: how does your content serve your business?

?It’s time to grab your planner, task list, or even a piece of paper out of your recycling. We’ll write out your personal plan to reduce the crazies of online marketing in all the different ways and places. 

via GIPHY

?First, pick the things you already do from the list above. Underline the one you like most (or are committed to), and why that is the platform/format you chose. Then ask why again. And again. Keep asking “why” until you get to a compelling reason.

For example:

• I show up on Instagram bc I’m told I should
• Why? Bc that’s where my people are hanging out and i want to reach them
• Why? So that they can learn about my store and be in the know about events and sales
• Why? So they can buy stuff from me and become store super fans! 

So you want to reach people on Instagram, and then lead them along the way to becoming customers and super fans. 

?Make sure you know your why, it might be different. Write it down and underline it.

The  Your customer’s journey

Let’s review the idea of the customer journey and how your online marketing supports your customer’s journey. In other words, does this content you create move them closer to becoming a buying customer? 

Start with your ideal client (need a refresher on that?), and let’s walk through a scenario based on the Instagram presence above

This whole process of marketing online smooths the way so the customer comes in already wanting what you’ve got to sell them. They’re excited, and now you can even exceed their expectation!

?Jot down your customer’s journey with specifics about how they move from one stage to the next.

?At this time, your customer journey likely has some holes in it. Grab a highlighter and circle the hole you’d like to plug first. If it’s online, send me a message to get some support! 

Ready for another example?

Maybe the thing you like is actually long form content, such as a blog post. 

Example 2
If my ideal client found me through a blogpost I’d want them to see me as an authority whom they can trust. They’d probably read other articles on my blog. If they’re into Instagram they might check out my account there, but my ideal client actually doesn’t love that platform.

I need to really consider this point: why would a person who reads my blog want to become closer? What can I offer to make it enticing to join my email list? 

Now honestly, I don’t write every blog with that in mind. Some I write for my current clients, some I write b/c I wish everyone knew the information, and some I write b/c I think they’re a great lead-in for a free offer I have. It’s so important to have fun and enjoy what you’re doing! This isn’t about following a set of rules.

?What does your customer’s journey look like? How does your ideal client find you, and what are the steps they follow to get to know you. Finally, how do you build trust with them? 

Putting it together to create great content

Do you see how you can now combine your why on your favored platform, with your customer’s journey, to get content ideas? You’re probably already getting some ideas!

?Jot them down before you lose them.

In the first example, you might use the instagram content that has great reach and in your newsletter, write about the next step. 

In the second example, we can write a newsletter that points to the blog. I can take quotes, facts, and examples from the blog to create Insta content. 

One trick I use is to picture one person when I create content. I imagine my ideal customer at a specific point in their journey. I imagine what questions she has, what concerns I need to address, and what would feel like a great invitation for a next step. 

?Go ahead and give it a shot for your ideal customer, on her specific journey. 

It takes time to build a healthy ecosystem. But as long as you don’t lose your piece of paper, I bet you already have several solid pieces of content taking shape. 

From stranger to customer

The online marketing ecosystem is grounded in the buyer journey.  Each part of your ecosystem works together to invite your ideal customers to join you on the journey from stranger to customer. 

I encourage you to start with (and focus on) the part you enjoy most. Then plug the holes and build up your ecosystem. Remember, this isn’t about a list of rules or dos and don’ts. This is about serving your customer.

Just like in nature, it’s not a one and done process. Add a new plant here, some drainage there. Remove the weeds and add compost. Next season, take a look at how it’s all working together. You’ll regularly revisit the ways your online marketing supports your customer journey. 

Ready to get started? Send me your questions and successes!