Let’s talk about your marketing tech stack, which is all the technology products you use to support your marketing.
As an example, Bright Oath Marketing has a pretty short tech stack*:
- Google Suite for Business
Your marketing tech stack can become stacks, on stacks, on stacks.
It is tricky to create the right combination if tools. Here are three questions to ask to determine if a tech you’re considering should be added to your stack:
- Does this technology solve a problem?
That’s the whole purpose of tech! Sometimes, tech can do such cool things that business owners will buy the tech AND THEN figure out how to use it. That’s backwards. If tech isn’t solving a problem or making your job easier/more efficient, you don’t need it.
- Does this technology integrate with my existing tech stack?
Embed your Visme presentations into your Livestorm webinar. Use Hootsuite to post directly on your LinkedIn. Integrate your HubSpot forms into Wix. Tech is most powerful when it works together.
- Do the features of this technology overlap with features I’m already paying for on another platform?
For example, many tech solutions include CRMs or website analytics or create landing pages. You don’t need multiple products that have overlapping features. And if you are using two technologies that have overlapping features because the non-overlapping features are crucial, you may be able to save money by replacing one of the platforms with a cheaper solution that doesn’t offer features you already have.
If your tech stack is bloated and unwieldly, let’s talk. My role as a marketing partner to small business owners often includes advising on the right tech solutions for their business needs.
*This list only includes the paid solutions in Bright Oath Marketing’s tech stack. I have free versions of many technologies and use dozens of others on behalf of my clients. I’ve worked in so many content, data, and project management systems, even a new one won’t be new for long.