You may have heard of “marketing platforms“, but I’d like to introduce what I’d like to call “marketing ecosystems”. Read more at: http://www.erichstauffer.com/marketing/customer-acquisition-systems-in-a-marketing-ecosystem

1. You may have heard of
"marketing platforms"
But I'd like to introduce what I'd like to call
"
marketing ecosystems"

2. What is a Marketing Ecosystem?
While a marketing platform contains a 'home
base' such as a web site and its
corresponding marketing channels such as
Twitter, Facebook, and Books - a Marketing
Ecosystem takes a slightly broader view and
encompasses:
The Marketing Platform
The People Doing the Marketing
The Processes of the Platform & the People
The Technology used by the People
•
•
•
•

3. A Marketing Ecosystem is a...
Customer Acquisition System that funnels
traffic and buyers from the Marketing
Platform into a trusted Onboarding System
that has Feedback Loops to the Marketing
Platform.
The outputs are blog posts, videos, social
shares, books, events, products, and
services.

4. Licensing & Commercialization of
Intellectual Property (Twofers)
In marketing terms, this is referred to as
"repurposing content". Content is the energy
that keeps this Marketing Ecosystem
running. Content creates traffic. Traffic leads
to revenue.
The most effort should be spent on making the
best content possible. Marketers will say
"make it share-worthy", but let's get back to
basics. It needs to be quality. Quality

5. An Example of Content Flow
Through the Marketing Ecosystem
A trusted, knowledgeable person is mined for
their insight. This insight is edited into a
series of blog posts, a book, and several
videos. In each of these marketing channels,
backlinks are placed to buy a product or
service and sign up for an email list. The
same content is then sent to this email list
with more links to buy products or services,
but everything should be tested.

6. Test Everything (Beta Title for this
Slide Until Further Tests Completed)
In SEO, conversions, and sales, the single
most important element is the TITLE of the
page, post, book, or sales brochure.
In books, the cover is the second most
important element. But how do you test?
Using Facebook, Twitter, and Google Ads, test
titles and covers until a significant

7. Don't Forget About the People or
the Products and Services
Remember that this marketing ecosystem is
made up of people talking to people who
have problems that the products or services
solve.
People are messy, emotional, and rarely
rational. They make decisions based on
copy, design, urgency, FAQs, or personal
referrals.

8. Products and Services (Continued)
But all of this cannot happen without quality
products and/or services.
The marketing ecosystem can be perfect, but it
will implode if the product or service is awful.
A Marketing Ecosystem Engineer must
suffice whether or not a product or service is
worth supporting or whether the product or

9. On Building a Customer Acquisition
System using a Marketing Ecosystem
Once a marketing ecosystem is fully
understood and the product or service has
been fully vetted, a Customer Acquisition
System can be built.
This system would provide the editing and
implementation of the web and social design,
content creation, distribution, events, referral
connections, email marketing, onboarding
training, and do A/B testing and analytics.

10. An Example of a Customer
Acquisition System at Work
A dentist is interviewed for his dental
knowledge. This is turned into a series of
blog posts and videos. Each of these have
the opportunity to directly sell or add to an
email list. The blog posts are turned into a
book, which is sold on Amazon. This book
also has links back to his products and
services + the ability to sign up for his email
list. The dentist can now claim that he is a
published author. Each title and cover is A/B
split tested to ensure the highest ranking and