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Implementing Marketing Technology that Aligns with your Firm’s Goals

Collage illustration of different types of marketing technology.

We are often asked about how technology can be used to measure and improve marketing success for our clients. One thing to know is that there are A LOT of tools out there for whatever it is you need a technology solution for. It is important to do your research to figure out which tool meets your needs.

1. Assess your needs

A tool may offer 10 different functions but if you only need two try to find a better fitting tool so that you are only paying for what you will use. A client recently asked us which tool they should implement to support their SEO strategies. They were ready to buy a significant subscription for a program that would have given them more information than they would have been able to use. We recommended that they use the free Google SEO tools they already had in place and trained their employees on how to find the information that is important to them. This solution will truly serve their needs and in turn, save the firm money. 

2. Test the free versions first

Some tools offer free and paid versions. The free version is a good way to test it out but most of the time, the paid version offers additional features that are worth the money. One area we get many questions about is social media tools. There are a lot of technology options out there for social media campaign scheduling. One specific tool, Hootsuite, has a ton of additional features in their paid version that make scheduling and managing your content much easier. One of our clients uses the paid version and we can upload the content for the month at one time in a spreadsheet, adjust the posts visually on a calendar and have an unlimited amount of content and accounts we can share to.

3. Understand your Firm’s Goals

Business development is a top-of-mind issue for many firms right now, especially with unnecessary travel suspended and in-person meetings minimized. Many professional services firms and associations are looking to optimize their email marketing strategies and employing efforts to improve their email contact lists. A robust CRM can track and rate leads and allows you to develop nurturing sequences that keep you in front of clients and prospects. Before building this out, resources need to be developed and the sequences planned. Get input from your top leaders and be sure that you test your sequence within your team before sending it out so that when you do, you are putting your best foot forward. A good CRM can help a firm or association identify potential leads that engage with content but weren’t on the radar previously.

Implementing, analyzing and optimizing technology solutions can be an overwhelming endeavor. Keeping your goals in mind will help you make the best decisions on which tools will serve you best and help you stay on track during the planning and implementation.

Read about how you can use nurturing sequences to produce automated leads for faster business development and opt-in marketing.