A digital marketing ecosystem is somewhat similar to the ecosystems you learned about in 6th-grade science class. To save you the trouble of digging out your old science book, an ecosystem is a community or group of living organisms that live in and interact with each other in a specific environment. Examples of ecosystems include marine, desert and rainforest.
But this is a digital marketing blog, and as much as I would like to dissect a frog right now, we have to keep our eyes on the prize: the digital marketing ecosystem.
We’re now considering online marketing to be an ecosystem. But instead of frogs and flies, this system of interconnecting and interacting parts is formed by three distinct areas of content creation: search engine optimization, social media and target marketing.
And if you’re a follower of the blogs I write for Kuno Creative, first of all, thank you. Secondly, you may have noticed that I am a video guy. I love producing videos for our clients, and anyone else for that matter. And video counts as content, which is at the heart of it all.
So, where does video fit into your digital marketing ecosystem? Before we find out, let’s take a look at our interacting parts and the role they play with video content.
Video SEO is simply optimizing your video to be indexed and to rank on the search engine results page for relevant keyword searches.
You’ll apply many of the same tactics you would in a blog. This includes making sure your title and meta description contains keywords that target the people you’d like to see your video.
You can also do things like including a transcript of your video to make it more scrapable by search bots and make your video the focus of your page. Keeping the page focused around one video will ensure it receives the traction it deserves.
In your digital marketing ecosystem, social media will play a big role in the distribution of your video. If you were to compile a list of ways to distribute your video, you’d start with your company website, landing pages, blogs and emails.
Social media also makes the list, but it is an entirely different animal because of the number of channels you can access for video distribution. They include:
Enabling your post with the proper hashtags and keywords will have people finding your video on their newsfeeds in no time. You can also apply target marketing.
By developing a list of targeted keywords, including them in your distribution efforts and targeting your buyer personas, your digital marketing ecosystem will work together.
When you're targeting your market, you can start with the people already buying from you, following you, and interacting with your posts. Use data points like their age, their challenges, or even the type of business they are working for. You can also target businesses by size or specialty.
Content is at the heart of any digital marketing ecosystem and this includes video. Take a look at this graphic. It gives you an idea of what your digital marketing ecosystem looks like.
And studies show that 54% of consumers want to see more video content from a brand or business they support. It’s the heart of it all.
If you’re interested in getting started, check out our video marketing page to find other tips on how to create and optimize great videos. Or you can take a look at some additional examples of videos that we’ve produced for our clients.