We can easily recognize technology that will make us more efficient and productive, but when it comes to getting the word out about the products and services your customers are looking for, do you know which marketing technology (aka MarTech) to choose?
Which is right for your company size and your customer base? Which will put your ads, your brand and your products front and center? Which work well on a mobile device, on a desktop, or in an app? There’s a lot to consider when choosing.
It’s not easy to maintain your relevance online. Technology should be helpful, but in many cases it’s saturating the market to the point where exposure is declining. We often feel that competitors are a step ahead.
If you have taken steps to increase your online presence, do you know if the steps you’ve taken are attracting new business?
Online marketing can be a tremendous opportunity for growth. The key is knowing what works and what doesn’t.
Here are just some of the features to look for and questions to ask when reviewing your marketing technology and the strategies you have in place:
Any new technology you take on should integrate well with your existing tools, including your mobile app, your website, your ERP system and your CRM. During your discovery phase, ask about connectivity and integration issues. Weigh the pros and cons that come with your various choices.
The more you know about your buyer’s journey, the better position you’re in to make a sale. Look for technology that will capture people’s behavior when they visit your site or browse your online catalog.
Are you offering videos, webinars, or case-studies? You should be, especially if you are using tracking software. A viewer spending time reviewing these particular items is a key indicator of their interest in you.
The CTR (click-through rate) of an email can tell you what a prospect is interested in. If they’re interested, they will click. If they’re not interested at this time, they will not click. Be sure this is getting measured.
Your content and products should be easy to find. Your website and especially your check-out process should be easy to use. Be sure to remove any barriers to a sale.
Most eCommerce systems use automation to get in touch with a visitor who has filled their cart and forgotten about it. Be sure you have automated systems in place that identify incomplete sales and prompt buyers to move ahead with their purchase.
Technology changes quickly, so don’t get caught in long-term contracts and always ask the tough questions when you’re putting together you marketing stack. Do your research and get expert advice whenever possible.
New employees are entering the workforce who have never known life without the internet. If they’re on the internet, you must be as well, and you must be discoverable.
Staying competitive means getting and remaining in front of this new workforce because these are the people who are rapidly assuming the roles of buying managers, product reps, and even company owners.
Whether or not you actually sell online, you absolutely must market online or you’ll miss opportunities.
Eventually your existing customers will be replaced and soon most transactions will be done online or executed electronically.
Take steps today to make it easy for your customer to order, understand and navigate your website, or even to use your products and services. Call us today to learn more!
