02 Nov How To Choose The Right Marketing Technology
When it comes to choosing the right marketing technology there is a whole world of choices. Some of the technologies available help you accomplish a single goal like email marketing while other technologies provide stacks of different solutions, so you end up with a complete suite. There’s still a problem, though: which one is the right one for your business?
With high subscription fees it’s hard to make the commitment to a technology solution. If you factor in the time it takes to successfully incorporate a new technology into your business and the amount of resources it takes to accomplish this, it’s hard to even think about purchasing a new technology. In fact, it’s easier to just ignore it and not make the investment.
Still, when you weigh the benefits the right technology brings to your business, you can easily see why the subscription fee, time, and resource investment is worth it. Instead of ignoring the issues, you need go about choosing the right technology in a specific way.
Choosing The Right Marketing Technology
Don’t fall victim to all the promised features.
When you start researching different marketing technologies, you’re going to discover that they’re all touting their features. Track your leads. Set up automation workflows. Collect lead contact information. Sort leads into groups. It’s all great and it looks exactly like something you need. But, those features are a distraction for the marketing technology’s shortcomings.
Most of the marketing technology companies you research will have a great overview video showing you users interacting with the software, support teams helping customers, and displaying some of the technology’s features. The problem is, most of those videos aren’t completely accurate. Before you know it, you’ve invested time, money, and resources into a technology that doesn’t actually address your needs. When this happens, the technology becomes idle and you’re stuck with a software subscription you can’t get out of for another 12 months.
Instead of focusing on those shiny features, go after the benefits. The first step is to understand exactly what your business needs in a piece of technology or even if your business needs it. A tool that tracks leads, for example, is great, but only if you’re contacting leads on a regular basis. Once you understand your needs, then you can start researching different marketing technology solutions.
Consider your larger marketing goals.
Marketing technology should be solutions based. Before purchasing or subscribing to a new software platform, you need to understand your business needs, yes, but you also need to consider your larger marketing goals.
Are you trying to generate more leads? Are you trying to automate the sales process? Are you trying to send mass communication? Consider your goals, not what you’re currently doing when purchasing new technology. By looking toward the future, you’ll have the ability to evaluate the different solutions and how they’ll incorporate into your marketing strategy.
You have to approach the technology in terms of scalability. You may not need it today, but what about tomorrow or two weeks from now? Jumping from one marketing technology to another will become exhausting and a real drain on your resources. By considering the future and your goals, you can find a solution that works for you today and will continue to work for you in the future.
Test the waters before purchasing.
If you find yourself under the gun and trying to make a last minute decision on which marketing technology to purchase, you’ll likely end up with the wrong one. It happens all the time. You know you need a solution, so you jump on the first one you find without knowing all of the details, understanding the benefits/features, or thinking about how your team will incorporate the technology into their processes.
Making a snap judgment on marketing technology based on availability, cost, or whether it’s the first one you find, isn’t the best way to go about things. Instead, you need to take your time and do your due diligence. All of the best marketing technology companies will have dedicated support staff that will answer your questions and provides you with a thorough tutorial of the software before you ever purchase anything. This is a great way to gain a better understanding of how you’ll incorporate the technology into your processes and if it’s the right solution for you.
Something else to look for is a free trial. While you may not have time to test 20 different solutions, it is in your best interest to narrow it down to 3-5 solutions and test all of them. You don’t have to spend 14 days on each one, but jumping into the platform, playing around with the features, and understanding the capabilities will help you make an even more informed decision.
Marketing technology is only part of the solution.
Having the right marketing technology can really help your team out, but without the right strategy driving that technology, you’ll end up not fully utilizing the technology’s capabilities to their full extent. The team at Iconic Digital is all about strategy. Everything we do is strategic. From design to content, we’re thinking about strategy and how to connect with your ideal customer.
Sound like something you need? Let’s talk!