Marketing Infrastructure is the pillar on which your business framework for marketing and advertising is built. It acts as the bridge that helps connect your business to the customer. A reliable Marketing Infrastructure is usually the underlying rationale for business success.
A good Marketing Infrastructure generates leads, accumulates necessary data, and guides prospects through a marketing funnel enabling you to coax them and build trust before converting them into customers.
Understanding Marketing Infrastructure
Marketing Infrastructure can be grouped into 5 categories
- People and Resources
This includes the people and the functions of your business. It could also possess any outsourcing third party, vendor partner, or consultant you work with.
- Technology, Software, and Tools
This is about online tools, software, and technology that you depend on for your daily functioning which includes marketing analytics tools, social media platforms, campaigns, online mediums, channels, etc.
- Database and audience data
By far the prime element to your marketing approach where the key ingredient would be data collection so you can plan your marketing to the selective target audience. This includes everything from CRM, customer data logs, and previous customer data.
- Marketing Assets
This includes both physical and digital details such as content, branding, website, sales collateral, fonts, themes, newsletters, emails, blogs, social media, etc.
- Processes and Systems
This involves the business model and structure and the systems used to get things done. This includes a step-by-step process of the daily guidelines to successfully pull off the task.
Why is Marketing Infrastructure Important for a Business?
- Enables efficient marketing – Instead of focusing your resources on the market. It allows for more efficient marketing where you can automate your process leaving you to focus on other business parts, thereby, making your business more scalable and efficient.
- Evaluate Target Markets – Having your market infrastructure automated and organized will help you to identify what products attract which target potential matched customers and build campaigns and marketing based on the results to help your strategy be more effective.
- Growth Opportunities
When your marketing infrastructure is well organized you will be able to track your performance from day one. Lacking the ability to track your business growth is just running your business on a gamble. Marketing infrastructure takes the guesswork out of the bag and follows a structured approach to grow your business. - Easy Process
Having a marketing infrastructure as we mentioned earlier, adds an automation process that reduces the chances of error, frees up human interaction to allocate other responsibilities, saves on resources, and is very easy to manage. - Lead Conversion
This will help you generate higher revenue, and response and target the right leads based on behavior monitoring, buyers’ choices, likes, etc thereby making you more proficient in your business. You will be able to predict buyers’ behavior and match your targeted marketing segments accordingly.
Let us let you in on a secret. There is no ‘one approach to conquer all’. Marketing Infrastructure requires your feet thinking milestone re-engineering and adapting after observation. When your business is small or medium-sized, you need to understand the importance of market surveys, reports, and building your foundation before investing in a fault cause.
You also need to understand that not every step will be all glamorous and pretty. It is after all a learning and improving stage and every strategy takes time. A business needs to consider all priorities and time before building on an objective. We always advise business companies to partner up with a marketing infrastructure expert.
It would make more sense for a small establishment with limited resources to outsource the task to experienced professionals who are skilled enough to tailor-make a model based on goals and resources at bay.
If you are eager to understand how marketing infrastructure can work in your favor to grow your business and reach company goals then get in touch with us on info@strattonblue.com. We specialize as business consultants in building the foundation for marketing infrastructure and helping your business profit. If you don’t like what we have to offer, you do not have to give us your project. A free casual discussion can help nudge and advise you in the right direction at least.
