In the world of MarTech (Marketing Technology), software systems that allow consumers to interact with you and your company (or brand) are considered part of the marketing strategy for your assets. Assets include your website, blog, podcasts, email marketing campaigns, social media, etc; with all relying on fresh content to be an effective part of a marketing strategy. To make things a bit more complicated (but successful) adding automation and AI through MarTech providers can provide you with the tools to stand out from your competition in a world of instant information and short attention spans. Any marketing strategy that does not include the use of all of these assets is not slated for success.
Assets are not meant to be a ‘load and lock’ strategy; they need to be changing in order to keep the attention of who you’re trying to attract (prospect) and those you’re trying to keep a relationship with (current clients). In addition to having assets (blogs for example), your marketing strategy must consider the delivery mechanism and the frequency of new information. Having a blog on your website does nothing for you unless you are updating the blog and delivering that content through MarTech that leads the reader back to your website. How are you using that video or podcast you had an agency create for you? If it’s just sitting on your website you’re attracting nothing because your clients won’t even know it’s there unless you are leading them to it. Get it?
When it comes to SEO, the build (code) of the website is only part of the ranking strategy in organic searches. With the mass amounts of information on the internet growing second by second, the rules for SEO are changing. ‘Search’ determines what’s most important by first determining how often the assets change, and secondly the amount of content (assets) that resides on the website. If you’re not updating your assets weekly or monthly you aren’t going to be noticed.
Covering your assets means that there is no stand-alone strategy that you should use as each asset requires not only the MarTech means to create it, but the delivery system that will drive engagement to your brand and advisors. Smart marketers know they need to be incorporating all types of assets as part of their strategy, not just one or two.
Telling your customer’s story (pain points) through your solution (what you provide) through updated blog posts, video, audio, newsletters, social media and industry research must be an on-going strategy that may require hiring contracted asset-specific agencies or adding employees in order to manage MarTech. Building your MarTech team requires multiple individuals who are experts in one area; not someone who claims to be an expert in all areas because that person doesn’t exist. Secondly, requiring one individual team member to be an expert in all asset areas is unrealistic and can be a recipe for disaster.
If you are unable to manage MarTech on your own, out-sourcing may be the best option for you. With the industry moving toward independent models, the choices of who to hire to help with your marketing strategy are endless; make sure your ‘assets’ are covered.
This article originally appeared in the Digital Marketing Technology section of Iris.