It’s time to bring your marketing strategy up to speed instead of clinging to snail mail and sales calls.
Let’s face it: Marketing technology can feel overwhelming. There are always new developments, new programs, and new platforms marketers flock to and claim to be the “shiny new thing.” It can be tempting to keep your head down and focus on what you’re currently using instead of exploring another new program. But there are some marketing technology efforts that have proven their weight and are here to stay. Here are three areas of marketing you absolutely need to incorporate technology into in order to better serve your clients and attract new ones.
- Your e-mail system: Gone are the days when having one e-mail list you broadcasted to was an effective strategy. These days, if you aren’t using the plethora of e-mail technology options available, you’re missing out on all the good your list can do for you. Many e-mail marketing providers give you capabilities that are as small as tagging users by how they jumped on your list and as large as abandoned cart e-mails. Your audience has different needs and will want to be spoken to in different ways—by segmenting your audience members properly, you’re increasing your chances of making a sale. Some providers even offer in-program A/B testing on subject lines to ensure your open rate rises. You may not be interested in every single bell and whistle, but make sure you’re putting in the proper time and effort to get the full use of your e-mail list.
- Your SEO game plan: All search engine optimization (SEO) consists of is throwing in a few keywords, right? Actually, wrong. Search engines are now able to sniff out your attempts at keyword planting and will hurt you in terms of search results. If you want to up your SEO game, consider using one of the myriad tools available, like Moz Pro or DeepCrawl, to help you do keyword research, track your incoming traffic, and optimize your site for search engines.
- Your analytics: Knowing your numbers will help you make data-driven marketing decisions. But the “analytics” page of your website probably isn’t giving you as much data as you need. Google Analytics and similar programs can help you do a deep dive into your Web traffic, your conversion rates, the activities of your social media followers, and more. Customer surveys are great, but they need to be used as a complement to cold, hard data. By using technology to pull out your marketing analytics, you’ll see which areas you’re thriving in and which need a bit more attention.