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January 29, 2024

What is a Digital Foundation?

Elli Haddick

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Elli Haddick

Marketing is simple…but not one size fits all. 

Marketing has basic concepts that can apply to all businesses, but where marketing is successful is how those concepts are uniquely applied to your specific business. 

Marketing is like a daily medication that every business needs to take, but the dosage is different for every business. Unfortunately, there is no doctor to prescribe your dosage; you are responsible for figuring out your own dosage. 

Now, the internet is full of “marketing experts” who tend to group marketing strategies altogether without discussing the proper dosages of those strategies. 

What works for B2B is different from what works for B2C. What works for large companies most of the time doesn’t work for small companies.

No matter the size of the company, creating a marketing strategy is where most businesses get lost. Because marketing is a million things all in one—branding, advertising, email marketing, website development, copywriting, social media, graphic design, video production, and the list goes on. 

Whether you are a small business with a small team or a larger business with a team of people specialized in the topics, I just listed in the previous paragraph. Both situations create perfect environments for marketing to become chaotic and the results to be fragmented or unknown. 

It may seem really silly, but to create a strong marketing strategy it starts with identifying what you are doing, why you are doing and is it working. Internally, we utilize our Strategic Roadmap; this is a tool we created to help us sort through your marketing and start to understand what, why, and how. We look to identify what you are doing right and what you may need to change. 

From this, we start to build your digital foundation. 

What is a Digital Foundation? A digital foundation means aligning all your sales and marketing so your brand (business) can maximize results. 

I am a visual learner, so here are some quick drawings I put together to illustrate a digital foundation. Shhh, don’t tell our graphic designers I went rogue 🥸

Just like a house needs a solid foundation to last decades, so do your sales & marketing. By aligning all your efforts, you will see greater results. You will also become more agile and faster at making marketing decisions that truly make a difference. 

The content marketing layer will look different for each business. This is the dosage layer where you fine-tune your marketing to be the perfect dosage for your desired results.

Below is an example of a business that is missing key elements and not utilizing all aspects of social media or their tech stack. Lack of cohesiveness and missing allows for things to fall through the cracks and potentially not show the full potential of those efforts. Their results are fragmented and chaotic.

Without a digital foundation, your brand is in a consistent state of chaos, continually making sales and marketing decisions without all the information, stuck in this churn-and-burn mentality. Always doing marketing efforts but not really seeing any marked results or improvements.

Creating a strong digital foundation allows your brand to thrive in the long term. Every layer of it is built on strategy that is unique to you and creates cohesive results that can scale your business.