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For your business to succeed in the digital age, you will need some basic infrastructure to navigate these digital waters. These components will allow your business to be found, build and maintain relationships, collect data about your audience, and allow you to generate revenue.
Here are six key pieces of marketing infrastructure and tools that I believe every business should have:
2. Email list
3. Analysis tools
4. Web Push Notifications
5. Google Business
6. Customer Relationship Manager (CRM)
Your website is your digital home and does more than just display company information or display your products.
It collects data about your audience, allows you to sell your products or services and accept credit cards online.
The content you create and publish on your website will help your brand appear in popular search engines like Google or Bing.
You can create your own experience and let people discover your brand and learn from you.
Since online shopping is a major hit around the world and growing in the Caribbean, your business should have an e-commerce ready website. It’s usually the first place people go when looking to do business with you.
The Amazon TT website receives just under two million visits per month, so if you had any doubts that Trinis was shopping online, this is it. Join the party.
Your mailing list is an essential part of business today. When you create a social media page, you don’t own any of the data, nor the relationship with your audience. With a mailing list, you can have people subscribe to your list, that data belongs to you, and you are in complete control of the relationship.
Social media displays our content to less than one percent of people who follow us, but sending emails ensures that everyone who subscribes can get your content. You can nurture your relationships with subscribers, segment them so they get the exact content they’re looking for, and provide them with exclusive offers to buy with your brand.
You can install incredibly powerful tools on your websites such as Google Analytics, Google Search Console, HotJar, Microsoft Clarity and more.
These tools will allow you to gain in-depth insights into your audience. You’ll find out their demographics (age/gender), what they search for online and the words they use to land on your platforms, behavioral data, what aspects of your website they click on and what they ignore. You will also receive monthly newsletters about your brand’s performance online.
Web push notifications:
Push notifications have been the reason most companies want to create an app for their business. You can now install any of the web push notification services on your website and start building your notification list.
This will allow people to subscribe and you can send notifications to their mobile devices, tablets and computers.
It’s great for sending content, exclusive shopping codes, updates, abandoned cart notifications, and announcements, and it’s great because you get higher open rates than email.
Google Business is a must-have for every business, whether you have a physical location or are a digital business. You can register for free and allow your business to be displayed on Google Search and Google Maps. It will allow you to post photos, videos, products, events and updates, connect to a variety of booking services and it will allow your audience to review your business. The benefit of reviews on Google is that they help you establish your local search rankings on Google.
A customer relationship manager will allow your company to manage your relationships with your customers. You can store their data, send proposals, document sales, schedule meetings, and keep notes about your clients.
If you connect it to your website, it can track how your audience finds you, which platforms give you the best customer traction (Google, Bing, Facebook, IG), it will track the customer journey and show you what content is driving sales for your business. A great CRM that does a few of these things is HubSpot.
Every business, from the largest to the smallest, should have all of these components if they are to succeed in today’s digital age.
Keron Rose is a digital strategist who works with Caribbean entrepreneurs to build their digital presence. Visit KeronRose.com to learn more or check out the Digipreneur FM podcast available on Apple Podcast, Spotify or Google Podcast.