When embarking on the journey of setting business goals, it is crucial to map out your Digital Ecosystem so that your product gets in front of your customers. Remember it takes around 11 touches for your customers to trust your brand and then potentially hit that Pay Now button.
Many clients seeking to invest in a new website often ask, "How do you build a high-traffic website that converts well?" My response always revolves around their digital strategy: "What are your objectives, what’s your marketing budget, who do you need to work with to make this happen, and have you mapped out your digital ecosystem?" This fundamental aspect is frequently overlooked, yet it plays a vital role in a business's online success.
Your digital ecosystem consists of the resources and tools that work harmoniously to drive traffic to your website and help you generate leads, whether these leads turn into first time sales, a newsletter sign up, brand education, growth, active customers and clientss, or general project inquiries. The key is to understand how you will reach your objective and iterate based on your analytics and customer or client feedback.
Your website serves as the centrifugal force in achieving your objectives. It’s where your customers and clients engage with your brand, complete transactions, and make inquiries. But how do they find their way to your site? This is where Shopify’s integrations shine and where your digital ecosystem mapping comes into its own..
Choosing and developing a route to market (RTM) is essential. My friend Jimmy emphasised the importance of this concept when we first met, stating that understanding your RTM is critical for success. A business is not a business unless you have one. For my eCommerce homewares business, Nomad, Instagram, Pinterest and events played a significant role in my RTM strategy, which contributed to our sales success and brand awareness too.
Shopify enables you to create a well-defined Digital Ecosystem Strategy (DES) that guides your customers or clients to your website through carefully mapped user journeys. Platforms like Instagram and Pinterest become invaluable digital signposts, connecting you with your audience, who are ready to engage with your story. Whereas, in person events like fairs or PR dinners generate a different kind of emotional connection with your folk.
Creating a connection with your audience is important to generate long-lasting love affairs. Much like a friendship, this requires effort, time and understanding. Those who resonate with your message are likely to invest in your business by signing up for a newsletter ,engaging with a service and sharing their love of your company with friends and family.
What makes your offerings unique to your brand? As Seth Godin states, "Ideas that spread, win." Developing a compelling message can attract your 1000 true fans—committed followers who will support your brand. Remember the maths 1000 true fans spending £100.00 each = £100,000. It really is that straightforward, but you need to get in front of them first and then win them over…
Shopify provides various features to facilitate the growth of your digital ecosystem:
Shopify not only provides a powerful e-commerce platform, it serves as a secure foundation for building a successful brand supported by a secure digital ecosystem. By mapping out your digital strategy and leveraging Shopify’s systems, you can create a thriving online business that achieves your goals and captivates your audience. With careful planning, persistence, and a focus on engagement, your digital ecosystem will flourish, attracting those committed fans essential for long-term success.
Get in touch to work on your Shopify store, whether this is through creating a strategy for your digital ecosystem or if you want the online shop you have always dreamed of. Folklore will make this a reality.