First things first: I’ll bet many of you rolled your eyes at that title: “Of course there is more to ranking than SEO—come on, Leighanne.” It’s fair to be skeptical; however, this assumption is something we at the agency level run into more than you think: “Good SEO is all I need to get business.” Alas, this blog is here to burst the bubble.
Having great content, keywords, and a few good reviews on your website isn’t enough anymore. You need content, reviews, SEO, social media, email, videos, podcasts, paid ads, a fast website, immaculate eyebrows, all of it! But once you have all that, how do you align everything and have it grow your business? Grab the snacks, and let's get into it.
What is a holistic approach to digital marketing?
A holistic digital marketing strategy combines SEO, content, social media, email, and paid ads into one cohesive, powerful presence. It treats every channel as a connected piece of a larger plan, ensuring that everything works together for maximum impact.
In today’s crowded online world, where content quality varies wildly, using every available channel is more important than ever. As more content floods the web and search engines continually refine their algorithms, businesses must send stronger signals of authority and trust to earn top rankings and to show up in answer engines or within the AI overview.
A holistic approach to digital marketing forces you to slow down and think strategically instead of just throwing more money into SEO or ads. These days, it's no longer just about finding the easiest keywords to rank for and applying that same strategy across every platform, because what works for SEO might not translate to ads or social media.
Instead, a holistic view requires you to step back, see the bigger picture, and determine whether your content is consistently meeting user needs on a variety of platforms. If users can find you and get what they need on Facebook, YouTube, Google, and wherever else you are, that will signal to all of these channels individually that you are trustworthy and should be shown for relevant searches.
To make this happen, you’ll need to find new angles for your content. Don’t just take snippets of your blog posts and post them on social media, or put the same videos on Instagram and TikTok. Getting online visibility today demands a different mindset because ranking today isn’t simply about showing up; it takes a genuine effort to connect with users, and they aren’t going to be after the same content in every place they might see your brand online.
Benefits of an all-encompassing marketing strategy
A strong marketing strategy doesn’t just keep your brand consistent; it ensures you’re showing up where your audience actually spends their time. Different people use different platforms for different reasons: some scroll social feeds for entertainment, others search on Google with purchase intent, and still others may be engaging with niche communities or checking their inboxes. Connecting your efforts across these spaces increases the chances of being present in the right moment, in the right place.
This approach is less about being everywhere for the sake of it and more about casting a wider, smarter net. It allows you to engage potential customers at various stages, whether they’re just starting to explore, actively comparing options, or ready to buy. Done well, it creates more opportunities for discovery and interaction, giving your business multiple pathways to connect and grow.
What are some key elements of a holistic marketing strategy?
Let’s break down some key components.
SEO, AEO, and Discoverability in AI
Search engine optimization, search everywhere optimization, and answer engine optimization all live under the same roof, the one with the quirky mailbox and the overgrown front yard. When you reference one, you're referencing them all. A healthy website, strong SEO fundamentals, consistent customer reviews, and helpful, relevant content that answers real user questions are what help you get discovered, whether it’s through traditional search or answer engines.
One of our home services clients offers a great example of how a solid local SEO foundation translates across platforms. Their site includes well-structured content like service area pages, keyword-optimized metadata, customer testimonials, a detailed company background, and local business schema, all supported by a technically sound website.
In traditional search, they rank at the top of the Local Pack and within the top five organic results for a highly relevant query related to their services in a small town. When we ran that same query through AI platforms like ChatGPT, Perplexity, and Gemini, both Perplexity and Gemini featured them among a short list of 5–7 business suggestions. While ChatGPT interpreted the query differently, surfacing unrelated content, our client still consistently appeared alongside competitors, mirroring what we see in standard organic search visibility. AI tools pull from Google and Bing’s index, so the same SEO fundamentals that rank you in search also get you cited by answer engines like ChatGPT, Gemini, Claude, and Perplexity.
Social Media
"People are going where the humans are.” - Wil Reynolds, CEO & Vice President of Seer Interactive
Social media is a powerful way to diversify your traffic, especially as more people use platforms like TikTok and Instagram as search or answer engines. In 2024, 61.85% of web searches happened on mobile, and we all know how much time users spend scrolling. Social is where your business can get personal, creating content that’s not only relevant to your industry but also authentic to your brand. By building a community around your social media presence, you increase trust and authority, which benefits your entire marketing ecosystem.
Social media is also a great testing ground for website content. If a post performs well on your social platforms, it’s a good sign that people will engage with similar content on your website. When users spend time with that content on your website, it signals value to both search and answer engines and could even be selected to be highlighted in AI overviews. At the end of the day, if humans love it, search engines will too.
But what do I even post on social media? That's a great question—Eileen Kwok over at Hootsuite answered this beautifully on a recent LinkedIn post! People scroll through LinkedIn to level up their careers and expand their knowledge. They check X (Twitter) to keep up with breaking news and trending updates. They hop on TikTok for quick laughs and endless entertainment. They dive into Reddit to connect with passionate niche communities. And they head to Instagram to spark creativity and discover new ideas.
Once you know how people engage on each platform you want to be on, the strategy starts to feel mysteriously easy.
Paid Advertising & Email Marketing
Paid ads and email campaigns can be incredibly powerful tools for nurturing leads and driving conversions when they are aligned with a broader marketing strategy. Personalized emails speak directly to someone’s interests, while automation ensures the right message reaches them at the right moment. Both paid and email channels are highly measurable, so you gain real-time insights into what’s working and can adjust, refine, and maximize performance as you go.
When to use paid advertising
- Launching a new product or service: Google or social ads can provide immediate visibility for a new product or promotion.
- Remarketing: Stay top of mind with users who went to your site but weren't ready to commit yet.
- Cold audience outreach: Paid ads are a great and fast way to reach people who don’t know your brand yet on platforms they already interact with.
When to use email marketing
- Nurturing warm leads: Email is ideal for building trust when someone opts into your list.
- Abandoned cart recovery: Automated reminders can return shoppers to click that submit.
- Exclusive offers and updates: Your loyal customers will respond well to unique perks or early access when delivered straight to their inbox.
User Experience
“User experience is the website equivalent of good customer service. It ensures visitors always know what to do next when they’re inspired to take the next step. By making navigation simple and supportive, good user experience builds trust and makes people feel taken care of.” - Tom Strecker, Lead Web Developer at Beyond Blue Media
A solid marketing strategy doesn’t stop at getting people to your site; it ensures they get what they need when they get there. A seamless user experience, from intuitive website navigation to fast load times and mobile-friendly design, can be the difference between someone bouncing or buying. When UX is prioritized alongside content and conversion goals, every visit becomes an opportunity to engage, convert, and leave a lasting impression.
Design is how a website looks; user experience is how it feels. A strong user experience builds trust by ensuring visitors never feel lost. When someone is inspired to take action, the next step should be obvious and effortless.
Imagine reading about a service and feeling ready to book a meeting. If no clear option appears, you’re forced to dig through the site. This frustrating process can lead to doubt: if it's hard to start, why assume it will be easy to work together? The barrier to exit on a website is extremely low, so even minor frustrations can cause your user to leave your website and look elsewhere. In contrast, if a “Book Now” button is right there, the decision is easy. The business earns trust by making life simple for the user at the moment it matters most.
Show Up for Your Customers No Matter Where They Are
We know that taking on all the elements of a marketing strategy can be daunting, but you’re not alone when you partner with a trusted agency like Beyond Blue Media. We have been working with and growing businesses in Fort Collins and across the country since 2017, and as a full-service agency, we have the solutions you need to take your business to the next level in this online world. Contact us today to learn more!
