Module Summary

Module 2 taught you how to build the digital infrastructure that brings your strategy to life. You learned:

  • The hub-and-spoke model, which protects your business by building on owned platforms while using rented channels for reach
  • How to structure your website to attract, engage, and convert visitors
  • A framework for selecting platforms based on audience fit, format alignment, business fit, and resource capacity
  • How to set up analytics and tracking systems for data-driven decisions
  • User experience and accessibility principles that serve all potential customers
Your digital ecosystem is now the container for everything that follows. In Module 3, you will learn how to fill that container with content that builds authority and attracts your ideal customers.

Key Takeaways

  1. Build on owned land. Your website is your digital headquarters. Social platforms are outposts, not foundations.
  2. Every page needs a purpose. Design each page to guide visitors toward a specific next step.
  3. Choose platforms strategically. Match platforms to your audience, your strengths, your business model, and your capacity.
  4. Measure what matters. Connect your activities to marketing outcomes and business results.
  5. Design for everyone. Accessibility expands your market and improves the experience for all users.
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