What The Heck is a Marketing Technology Stack?
As online entrepreneurs, we rely heavily on technology – ie. the internet, along with a collection of software tools and apps that we leverage to achieve our business and marketing goals. This collection of tools is sometimes referred to as a marketing technology stack.
The landscape of available tools is constantly evolving, with new and better tools constantly coming onto the market, and it’s very easy for new marketers to become paralyzed by the options.
When choosing the components of a marketing technology stack, it’s important for marketers to make choices based on a good understanding of what tools are available and which ones integrate well together, and with the least amount of duplication of functions. Making the wrong choice …perhaps driven by the cost of the initial outlay rather than a proper long term cost-benefit analysis, can potentially slow the growth of an online business considerably.
For example, until quite recently, WordPress was unquestionably the platform favoured by most marketers for building landing pages and sales funnels. However, while WordPress is an excellent blogging platform, to use it as a marketing platform requires (usually) a marketing-specific theme, and/or a number of plugins, and it is at best a ‘compromize’ solution. Now, more and more top online marketers are now moving to platforms designed from the ground up to build marketing funnels, such as ClickFunnels.
Your marketing technology stack should simplify your various marketing processes, and consist of the minimum number of components required to carry out the core functions of your business. For most online entrepreneurs, the following components would generally be considered to be essential:
A CMS (content management system), such as WordPress, along with domain registration and hosting. This is probably the most basic component for most online entrepreneurs, as a blog is still one of the best ways to engage with customers, or your ‘tribe’.
A ‘Marketing Automation Suite’. A good MAS such as ClickFunnels can replace a host of ‘one trick ponies’, and should include a comprehensive suite of tools for online marketers including a fast and flexible page editor for building landing pages, sales pages, and other types of pages, the ability to build and manage complex sales funnels & track conversions throughout your sales funnel, build webinar funnels and membership funnels etc, split testing features, and of course integration with email autoresponders, payment processors, and WordPress etc.
An Email Autoresponder for list building and email marketing, such as Aweber or GetResponse. Some marketing automation platforms have email capabilities built in.
Analytics and Tracking. Click Tracking allows marketers to track how many times each link in their messages have been clicked on by their subscribers, and is essential to track the effectiveness of paid traffic campaigns, including FB traffic, banner advertising, email marketing, and solo ads.
Payment processing – to collect payment from you customers. This includes Stripe, Paypal, and Braintree etc.
In my resource guide “The Online Entrepreneur’s Toolbox” I go into much more detail about the tools I use that comprise my marketing technology stack, as well as many other tools for online entrepreneurs – both free and paid.
Download your free copy of “The Online Entrepreneur’s Toolbox” HERE.