The Dos And Don'ts Of Digital Growth

To build—and keep—an audience, digital marketing is a must. But investing too heavily in a single platform can cost you money, customers, and plenty of opportunity.

- Adam Bornstein

Q When looking at our marketing spend, what’s more important for digital growth: SEO or social media? —CHRIS G., MINNESOTA

BEFORE CONSULTING, I made my living as an editor in media. Each job I held taught me the same lesson: Digital growth is not about manipulating tools like search engine optimization (SEO) and social media. It’s about using them to reach customers. Then it’s your job to create a sustainable relationship off of those platforms.

I’ll give you two examples of how those tools can go wrong. My first big job was fitness editor at a men’s magazine. Facebook was relatively new, and we aggressively built our following. The result was lots of “likes” but little direct revenue we could track. That audience eventually drove significant traffic to the website—and that was traffic we could monetize. After I left, Facebook changed its algorithm, and posts drove only a small fraction of the clicks they once did. Traffic shrank. So did revenue.