In today’s ever more complicated digital world, it’s easy to fall into the trap of managing your marketing strategies as isolated elements—or in “silos”. However, as any quality advertising agency will tell you, it’s crucial to view your marketing approach holistically. Here’s why viewing your strategies in silos hurts your business in the long run.
What is Silo Marketing?
Before we start, let’s clear up what silo marketing means. In a large company with a dedicated marketing department, each team—be it social media, SEO, or email marketing—might only focus on their area of expertise. They’re not talking to each other, so each “silo” is operating independently.
For smaller businesses with one or two decision-makers, silo marketing can also occur. Here, the owner or manager might treat each marketing channel—like Google Ads, Facebook, or print advertising—as separate, standalone strategies. She might hire different vendors to handle social media, cable, programmatic and search.
The Temptation of Silos: Benefits and Risks
On the surface this does not seem like a bad approach. After all, specialization can be a good thing. That’s partially true. Focusing on individual strategies can produce some quick, noticeable wins. However, this focus also poses risks.
The first downside is inconsistency. If your social media team is promising one thing, and your email marketing another, customers will get mixed signals. This inconsistency can seriously impact your brand’s image.
Secondly, not sharing data and insights across teams can lead to missed opportunities and a reduction in ROI. In other words, you’re leaving money on the table. No marketing agency worth its salt would recommend such an approach.
How Silos Affect Brand Experience and ROI
Picture this: Your social media is hammering out deals and promos, while your SEO team focuses on long-term brand values. Here, the user experience becomes disjointed. If a customer finds you via search, but experiences different messaging on social media, it can be confusing, and you’ll lose trust fast.
Also, in silo marketing, it’s challenging to track ROI effectively. You can’t see how different strategies feed off each other, which makes it hard to adapt and optimize. So, you’re likely to see less bang for your buck.
When things are siloed, you can easily lose or fail to share valuable data. Let’s say your programmatic team discovers a new market segment that converts well. Ideally, they should share this information with your creative team, who could then re-position the brand. Following that, your social media manager could adjust the tone of voice and target ads to this new segment. But in a siloed environment, this kind of collaboration often doesn’t occur.
Breaking Down the Silos
So how do we tackle this issue? The key is open communication and shared goals.
Regular Team Meetings: Whether you have a full marketing department or it’s just you and a partner, regular check-ins allow everyone to understand what each channel is doing.
Unified Goals and Metrics: Instead of having channel-specific KPIs, focus on broader company objectives. All teams should be working towards the same outcome, like increasing overall sales or leads.
Cross-Channel Campaigns: Develop campaigns that work across different mediums. Your social media ads should support your SEO efforts, and vice versa.
The Power of an Advertising Agency
One efficient way to break down these silos is to consult a professional media agency or marketing agency. They know how to view your marketing landscape holistically. They can guide your efforts so that every channel is in sync, ultimately maximizing your ROI.
Working with an agency ensures that you’re not just throwing money at individual platforms and hoping for the best. Instead, a media agency develops a comprehensive strategy, leveraging the strengths of each channel to meet your goals. That’s a win-win for everyone involved.
Viewing Your Strategies in Silos Hurts
Whether you’re a business owner or a chief marketing officer, avoiding the pitfall of silo marketing is crucial. You risk not only sending mixed signals to your customers but also wasting your precious marketing budget. Embrace a holistic approach, consider the big picture, and you’ll see the positive impact on your bottom line. Viewing your strategies in silos hurts. And remember, if you’re feeling stuck in silos, an advertising agency is your go-to solution for building a unified, effective strategy.
