The Importance of a Strong Marketing Infrastructure

Too many times we see businesses being reactive without having the right infrastructure and strategy in place. Setting up the foundations of your marketing is key to achieving business success. If your goal is to reduce your business costs and increase your ROI, it’s wise to start with a solid Marketing Infrastructure.

What is a Marketing Infrastructure?

Marketing Infrastructure is the foundation or framework upon which your marketing and advertising are built. It’s the processes, roads and systems that help drive business. A solid Marketing Infrastructure is often the underlying reason for business success. 

A good Marketing Infrastructure enables leads to come into the business, collect important data, effectively guides prospects through the marketing funnel and allows you to nurture them before converting them into customers. 

So, what is actually in a Marketing Infrastructure?

We’ve grouped the different components of a Marketing Infrastructure into 5 categories; People and Resources, Database and Audience Data, Technology and Online Tools, Marketing Assets and Processes. 

1. People and Resources

This component refers to the people and the roles in your business. It could also include anyone you’re outsourcing or contracting marketing work to, such as copywriters, designers, content creators, CRM specialists, ads managers, media buyers, PR specialists, social media specialists etc. 

2. Database and audience data

Arguably one of the most important elements of your marketing strategy is collecting data so that you can market to your target audience. This includes your CRM, customer database, database segments and all first-party data you’ve collected from past customers. 

3. Technology, software and online tools

This refers to the tools and technology you’ll rely on to meet the needs of your marketing. This includes analytics tools, social media platforms, email marketing channels, reporting tools and more.

4. Marketing Assets 

This is a combination of digital and physical collateral. It includes things such as content, sales collateral, branding, fonts, website, newsletter, email sequence, testimonials, blog, brand guidelines, social media graphics etc. 

 5. Processes and Systems 

These are the systems and procedures that are implemented in order to get things done. Normally these processes are written down and outline who does what, what the next steps are and when things need to be done, as a guideline on how to get day-to-day tasks completed. 

Why are all these components of the Marketing Infrastructure so important?

It allows for more efficient marketing 

Think of your marketing like a big, serviced and well-oiled machine. Rather than spending large amounts of money, resources and time on sporadic chunks of advertising, you want to have your machine ‘always on’ and rolling in the background to bring in leads and automate the nurture of prospects through your marketing funnel.  This will allow you to set up a system that works for you so that you can optimise and scale over time more efficiently. 

You’ll know who your target market is

Capturing a database, creating audience segments and utilising analytics software enables you to know your audience and who you’re selling to. Not only will you be able to use these insights to tailor your communications, but you’ll also be able to identify where and how to reach these people. This in turn means you can focus your resources on specific marketing assets that resonate with your target audience, and you’ll also know which channels to use and where to prioritise your advertising budget. 

It highlights opportunities to grow

If all your systems, tools and reporting are in place, you’ll be able to track data from day one. Looking at data on a regular basis, you’ll start to notice trends, gaps and opportunities.  Without the foundations to track and capture these insights, you’re running your business on a whim. Allow yourself to use the data and take the guesswork out of your marketing strategy. 

It makes things easier

Automating your marketing funnel and relying on technology, tools and processes makes life a lot easier. Tasks are more likely to get done, and processes can be re-evaluated to become even more efficient over time. When you have a plan in place, everyone is more likely to be on the same page and feel accountable. This means you’re more likely to meet your goals.

You’ll start enjoying your ROI sooner

Knowing who you’re selling to, segmenting your audience and efficiently marketing your business means you’re able to make predictions and scale where possible. As a result, you’ll be driving a return on investment faster than utilising a trial-and-effort approach. This means the earlier you implement your marketing infrastructure, the sooner you’ll be able to enjoy your ROI.

Where do I start?

There is a lot to consider when building your Marketing Infrastructure, and there is not a ‘one-fits-all’ approach. If you don’t have a background in marketing, implementing these foundations can feel overwhelming and also be extremely time-consuming. While your business is small or in the start-up phase, you’ll need to consider your priorities and where your time and resources are best invested.  

We suggest outsourcing to a marketing specialist or agency who will be able to recommend a plan to set up your Marketing Infrastructure in a way that is tailored to your business needs.

If you’re keen to get support on setting up your Marketing Infrastructure, get in touch with us at Rumblr. We’re a specialist growth advisory helping ambitious organisations navigate key stages of growth such as building their marketing foundations. Visit our website at www.rumblr.com.au, or drop us a line: hello@rumblr.com.au