Creating an effective marketing infrastructure involves the coordination of numerous resources. These include technology, people and processes. A sound marketing infrastructure is crucial to maximizing the performance of your marketing and sales efforts. It enables you to send engaging communications to your target audiences, improve online revenue and boost conversions.
A sound marketing infrastructure should be built well in advance of your initial launch. It should include a CRM (Customer Relationship Management) tool that allows you to assign accountability and measure performance. It also includes analytical tools that allow you to track your marketing efforts and adjust accordingly. It is also a good idea to have an automated system that sends “smart” emailing to your subscribers, eliminates the need to send out welcome emails to new subscribers and streamlines your repetitive tasks.
While most small businesses focus on marketing, they may not have the expertise or the time to create a robust marketing infrastructure. For these reasons, outsourcing can be the ideal solution. By outsourcing, you can hire marketing experts and choose the best team for your business. In addition, you can assess your marketing team’s strengths and weaknesses to fortify your marketing infrastructure. A well-planned and coordinated marketing strategy can yield results in a matter of weeks instead of months. This can reduce the time it takes to generate leads and drive new customer acquisition.
Having a marketing infrastructure in place is like laying down a solid road map. It guides your consumers through a marketing funnel, which includes several consumer actions and feelings, as well as countless brand interactions. You can also use your marketing infrastructure to send new product announcements, case studies, press releases, and other tailored content to users. Your marketing infrastructure should also include an audience data database that allows you to track consumer behavior and preferences.
A strong marketing infrastructure can help you get your message across to consumers, decrease the time it takes to bring in new leads, and increase conversions. The right marketing infrastructure can also help you quantify your marketing impact, which is crucial for driving future improvements and business growth. Ultimately, an effective marketing infrastructure will ensure you are effectively allocating resources and bringing in business.
A marketing infrastructure also includes a database that contains first-party data, such as customer names, emails, and addresses. These databases are vital to delivering marketing to target audiences. However, they are also resource-intensive. They can be expensive and can be prone to data mismanagement. A CRM (Customer Relationship Management) tool can help you manage your database and assign accountability. It can also be a good idea to use a service level agreement (SLA) tool that assigns accountability to growth objectives.
The most important part of any marketing infrastructure is a well-defined set of roles and responsibilities. These roles include the marketing department, content creators, design experts, copywriters, CRM specialists, and other people. The key to a strong marketing infrastructure is to define all of these roles and responsibilities so that you know who is doing what.