Greg Walthour

CO-CEO, Intero Digital

Greg Walthour, CO-CEO of Intero Digital, is a pioneer to the digital marketing space. He began his career as a commercial real estate broker and in 1996 took on the challenge of getting this website to rank higher in search engines. Greg has over 20 years of experience in digital marketing and enjoys camping, ATVing, traveling, and coaching football. Greg also has a passion for photography.

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Desk with with a laptop with digital marketing results, a vase, and glasses

6 Necessary Building Blocks In Your Digital Marketing Framework

6 Necessary Building Blocks In Your Digital Marketing Framework

Greg Walthour, CO-CEO • Intero Digital • April 19, 2023

Desk with with a laptop with digital marketing results, a vase, and glasses

In this age of digital transformation, many organizations feel the pressure to develop a digital marketing strategy that targets, reaches, and converts effectively. Sometimes this immense pressure to outshine competitors has even led to makeshift versions of digital frameworks. In these makeshift solutions, organizations cobble together a strategy with a whizz kid and a laptop, and hope that the promised spoils of digital marketing will come to them.

Fortunately, other organizations develop a system where their marketing strategies work in multiple ways and are supported by clear goals. These organizations are more likely to find that they are able to adjust and tailor their strategies to suit their needs and the environment around them. After all, a well-organized system leads to thriving digital marketing strategy development.

The difference between these two approaches is establishing a solid, secure, and repeatable digital marketing infrastructure.

How Can Digital Marketing Infrastructure Generate a Thriving Strategy?

Businesses and brands without viable digital marketing strategy frameworks tend to focus heavily on the marketing modes and lead sources they already know well. Think of a company operating in an industry that has historically relied on in-person events as its major source of new and continued business. These companies put all their eggs in the trade show basket, such as healthcare companies, whose main outlets for promoting their services are in-person conferences and research events.

These single lead sources can cause unnecessary risk today because, as we well know, events can be canceled and in-person life can change overnight. As such, diversified marketing strategies and solid digital marketing infrastructure are essential to digital marketing risk management.

As we develop more ways to connect with leads, our need for a digital marketing strategy framework increases. We need complementary ways of supporting these channels, setting goals across different modes, and uniting diverse strategies under one umbrella. This is what digital marketing infrastructure is for, and it’s what a digital marketing strategy framework can help you achieve.

Key Digital Marketing Infrastructure Building Blocks for Success

A proper digital marketing infrastructure can lessen the inherent risks in your marketing strategy. The following are six key components you need to form that infrastructure.

1. Definitive and reachable goals.

Goals are the first element that you need to build a solid digital marketing infrastructure. In order to make strategies work for you and to adjust them in ways that promote better outcomes, you’ll need a set of aims against which you can measure your progress.

Set goals that acknowledge what you actually need and want from your audience. Do you need more traffic? Do you want more repeat purchases? Settle on goals that help you achieve your overall business objectives and power the next stage of your growth and development as a brand.

2. An optimized website.

At the heart of any digital marketing strategy framework is an engaging and reliable website. This is the home of your brand — a place where you have absolute control and where you can educate and engage users in a way that serves your goals.

3. Effective content.

If your website is the core of your infrastructure, content is the branches and satellites that represent your brand abroad. Content goes out into the world before the eyes of varied audiences, offering a taste of what you deliver, and brings people back to your website hub.

4. Diverse marketing mix.

These forms of marketing are all about optimizing and sharing your content in order to achieve your brand goals. Using multiple marketing strategies under an umbrella set of goals can help you make progress faster and in a more lasting way by connecting you to the audience members most likely to engage. Increase your exposure and broaden your reach with SEO. Turn cold leads into warmer ones with the gentle nurturing of email. Boost your credibility in the market with PR tactics.

5. Social media presence.

Send your brand’s personality and insights into the digital world’s common room. Posting content, images, and video via carefully selected social media platforms can help amplify your marketing strategy and find qualified leads you never could have found otherwise.

6. In-person touchpoints.

The pandemic may have changed the way we view live events as a marketing strategy, but the truth is the power of in-person contact has only grown during this crisis. For marketers looking to deepen their engagement with leads, in-person events will be transformative.

All these elements work together for the good of an organization’s goals. Without a well-organized infrastructure supporting our strategies and goals, we remain at the whims of culture shifts and global chaos. Diversify your digital marketing strategies and help them succeed with a solid yet flexible infrastructure.

How Intero Digital Helps You Build a Solid Infrastructure

Just like all digital marketing strategies, there are nuances that you must understand and navigate effectively to reap the full benefits of a solid digital marketing infrastructure. Our team of experts can help take your digital marketing efforts to the next level.

Ready to hire a digital marketing agency? Use this guide to help make your decision.

Greg Walthour

CO-CEO, Intero Digital

Greg Walthour, CO-CEO of Intero Digital, is a pioneer to the digital marketing space. He began his career as a commercial real estate broker and in 1996 took on the challenge of getting this website to rank higher in search engines. Greg has over 20 years of experience in digital marketing and enjoys camping, ATVing, traveling, and coaching football. Greg also has a passion for photography.

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