What is Full Stack Marketing | Full Stack Marketer

Summary: The term full stack marketing has become a buzzword that has been getting thrown around more and more over the past couple of years. Having been in the industry for almost 20 years now, the term derives from having a knowledge of multiple channels of the marketing funnel and the software needed to make informed decisions to maximize your website’s potential online. Interested in learning more? Keep reading as we break it down into clusters going over the best tools to have in your marketing arsenal.

What is Full Stack Marketing?

A full stack digital marketer can wear many hats and is basically the jack of all trades when it comes to everything digital marketing. The full stack marketer has extensive knowledge in all aspects on how to better understand an audience and capture a user at every step of the funnel. Broken down can be grouped into the following audience clusters:

Learners and Information Seekers

These users are asking questions and seeking information to become more educated on specific topic(s) that are looking for entry level information. Information users are looking for range from varied to complex questions and answers on a topic or topics. Updating the layout of any website to make it more user friendly and easier for visitors to find the answers they are searching for can yield some great results.

Actionable and Undecided

Seeking direction and guidance by asking questions in this part of the funnel which are more actionable and the user is willing reach out for personalized help. This would be an area of the search result pages where a website can show their expertise by capturing valuable featured snippets spots through strategic schema markup. Capturing more of this traffic by putting a stronger focus schema markup and expanding upon that content on the page by explaining why your website/company is the best choice to help them in their journey.

Prospects and Decision Makers

Users in this lower part of the funnel are more transactional and are ready to convert. Focusing on content that answers these final questions a user may have in this part of the journey will perform well here. These bottom of the funnel pages/users will have a more aggressive retargeting strategy applied to them.

Sounds easy enough no? Not so fast. Knowing industry tools are key to being successful as a well-polished full stack marketer. However, you should never rely just on automated tools. There is a human factor that needs to go into everything that you do along with common sense and gut feelings. This doesn’t happen overnight, this comes with years of experience and trial and error. You may be new to digital marketing or a well-seasoned marketing expert, but guarantee there is something below that you can use or learn from to help you with your online digital marketing efforts in your journey to full stack marketing success.

Why Full Stack Marketing

Companies small and large tend to favor someone who has a number of comprehensive skills across the marketing spectrum. You become a more valuable team member which gives you a higher job security rate and hopefully a higher salary which you deserve. This may be an easier pill to swallow for a larger or enterprise type company, but when it comes to a smaller business, hiring the right person is essential as they are more than likely on a tighter budget. This is where you can really shine when it comes to any job application or interview.

The Role of a Full Stack Marketer

SEMRush.com, did a great intro into what is a full stack marketer, along with a micrographic on the topic. After reading their article and graphic, I feel there was a lot that was either missing or could be organized better and expanded upon based on my experience. Below, I break down clusters with a hub and spoke model based on tools I have used over the years with many of them becoming industry standards for any full stack marketer. Keep in mind, this extensive list is not limited to what is just on here. This list can go much, much deeper depending on the cluster being discussed. Having used many different types of tools and software over the years, some of them have become my favorite and go-to when doing any type of digital marketing for a client.

What Tools Do a Full Stack Marketer Use?

It’s important to note, that every single icon you see on this image, I have used each and every one of them with the exception of only one. That one is podcasts. I know that podcasts do have the opportunity to be indexed and shown in the search results according to Google. By adding a transcript to your web page that your podcast lives on, giving you the opportunity to rank for the topic being discussed. It is definitely something I am going to start doing more of and recommending to my clients as well. Other than that, there are quite a few icons I did not include on this full stack marketer graphic, because if I did, this image would be massive. Keep in mind that many of these tools listed on this graphic can overlap into other clusters listed as well which is why you may see an icon listed two or three times.

Search Engine Optimization (SEO) for a Full Stack Marketer

Laying down a solid foundation that any website can build on should be the first step for any digital marketer when it comes to any online strategy. This all starts with a website analysis. A full stack digital marketer should be able to focus on rudimentary important core SEO elements. Some of those elements can include adopting a hierarchical site structure to improve site organization, making it more accessible to users and search engines to build your E-E-A-T and topical authority. A well-organized hierarchical structure aligns with changes in Google’s ranking algorithms, emphasizing the importance of organized content. The marketer should also be able to look at the digital landscape, know and create a competitor analysis for each. From there the full stack marketer can make an informed decision on what to recommend for the company on how to improve their digital online footprint.

Some industry standard tools that are especially useful for any SEO channel are as follows starting from the top middle going clockwise:

Search Engine Optimization (SEO) Full Stack Marketer

Spark Toro
PageSpeed Optimization

SpeedCurve
DebugBear.com
CloudFlare

Podcasts
Spyfu
SEMRush
Accessibility
Majestic
YouTube
Screaming Frog
Local SEO

Google
Bing

Bright Local

E-E-A-T
General knowledge and experience of search engines while staying up to date on latest news and trends. Example: Google Algorithm confirmed and unconfirmed updates.