Like every business in small markets, you’re trying to gain advantage over like-minded competitors any way you can. To some degree, you rely on word-of-mouth references. You advertise where you can on a limited budget on local radio or TV. You allocate dollars toward SEO so your company pops up on Google searches. You occasionally sponsor a local event, give to local charities and operate a few social media channels.
These are all valuable marketing vehicles and should remain as core pieces of any business’s marketing spend. But now, more than ever, technology can play a crucial role in how those same businesses can better market to potential customers.
Implementing new technology isn’t just valuable for creating a more streamlined approach across the customer journey—it also creates valuable marketing opportunities.
As we’ve discussed before, PLNAR and other new technologies can create efficiencies that save businesses time, money and, ultimately, helps them scale. If you can move five new clients through the sales pipeline in the time it used to take to move one, you’re obviously in much better shape than you were before. That much is simple.
But implementing new technology into your business strategy can extend beyond operations and affect how you market to and acquire customers.
If customers are provided a more convenient, simplified, hassle-free or fun experience, they will adopt it almost every time (as long as the cost is relatively the same, of course). That willingness to adopt new products or services holds tremendous value for the companies willing to invest the resources needed to implement them.
That’s because the potential ROI is increased even further when you consider that not only is your business moving more customers through the pipeline faster, you’re also acquiring them at an increasing rate as more and more consumers convert to your service because you’re offering a faster, more convenient alternative.
To reach that goal, your business has to first be willing to adopt new tech, then roll it out across an integrated marketing campaign that increases brand awareness and positions your company as a technology leader that is forging new paths in established markets.