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8 Challenges that Marketers face today

While the Marketing industry is swamped with new developments and exciting new leaps in various directions, it’s not always sunshine and lollipops. While 70% of marketers prioritize on converting their leads to customers over a period of 12 months, we have to admit that most of the marketing strategies used by them are old school. There’s always one area of improvement where every marketer can work on.

According to a recent research, generating traffic and leads remain the biggest challenge that marketers face today – at almost 63%.

It is important to know the challenges that today’s marketers are facing that is holding their brand back.

  1. Generating Business

The Problem

Business generation is a cumulative effort of search optimization, web conversion, content, email and social media – all held together by a strongly orchestrated strategy. Often marketers are seen to indulge in every tactic, namely, blogging, emails, social, paid advertising, content etc. without any specific strategy or plan. They want to be great at everything, but don’t know how.

The Solution

To improve upon this shortcoming, it’s important that you understand what you are saying through your marketing messages, and to whom. Make sure that your story-telling is critical. Each and every element of your marketing plan needs to be aligned to each other. Create high quality content that conveys your brand value among your target customers. Once you are creating the kind of content your audience wants, the focus should then automatically shift to promoting it in a way that your audience sees it.

  1. Measuring Marketing ROI

The Problem

Often it becomes a challenge to track the ROI of every single marketing effort. ROI involves money. To measure ROI, you must have a certain amount of investment associated with your marketing. And the results will not be overnight.

The Solution

As Marketers, you need to show the full-funnel tracking of your website visits. Starting with when a prospective customer showed up on your website, to the point where he drops an email, which is then responded by your marketing/sales team – everything should be tracked. If most of your marketing and sales are online, you can use free tools like Google Analytics to measure the contribution of different types of digital content which are driving conversion.

  1. Marketing Budget

The Problem

Securing a satisfactory marketing budget is always a challenge for marketers globally. More so with small businesses, because they work on a shoestring budget and constantly find themselves at crossroads on whether to spend the money on marketing or for other operational commitments.

The Solution

It has been observed that companies who have been able to prove their ROI have received higher marketing budgets. And the only component in securing a fairly good ROI is to execute effective strategies. Marketers who are confident about their marketing strategies are twice more likely to get higher marketing budgets for themselves.

  1. Effective Website Management

The Problem

About 25% of marketers pointed out website management as a challenge in the said study. There can be a host of concerns relating to your website which might be preventing your digital footprint – like website design and loading speed, mobile friendliness and SEO.

The Solution

Analyze your website properly with respect to landing page content, design, back-end website management etc. Tap into your target audience through LinkedIn, Facebook and other social media channels. And last, but not the least, host your website on a platform which will enable you to integrate all your marketing channels into it.

  1. Finding the right Technology

The Problem

Identifying a specific marketing problem and subsequently finding the right tool/technology to address the same is a major problem for marketers today. Many times marketers have been seen to turn to multiple sources for their solutions; without knowing where to go for the right resources.

The Solution

Marketing Automation should be the priority for marketers today. There is a huge amount of technology tools available online for sales and marketing. Analyzing these tools for a better understanding of their client experiences and then gauging if they can be used for your business is the starting point to choose the right marketing technology.

  1. Identifying the Buyer Persona

The Problem

It is very critical to know who your target audience is. Formulating a marketing strategy without knowing who it is meant for could mean firing in the dark. Everything, starting from your marketing strategy to website design and development and social media marketing will depend who you are trying to sell to.

The Solution

Keep your audience at the top of your mind and then design your website. Make your content appealing to the prospective customer. Draw out a buyer persona and then work around it. Understand their needs and problems and then try to learn how you can solve them.

  1. Assessing your Marketing Team

The Problem

Training your Marketing Team on concepts and tools is very important in the volatile marketing landscape that we see today. A team with outdated knowledge of what’s happening around will only be detrimental to your overall marketing success.

The Solution

Assess the marketing strengths and areas of improvements for each of the members of your marketing team. Their levels of expertise, concepts and commitment to the overall goal of the team should be gauged from time to time. An online marketing certification may take care of few things for starters.

  1. Hiring Quality Leaders

The Problem

With inbound marketing being a top priority for most organizations today, hiring top quality leaders to lead this department has become a challenge. Finding the right candidate often takes months. There is a very quick change in demand of particular marketing skill sets, and the supply isn’t up to the mark. Hence, there is an increasing skills gap in the job market.

The Solution

Analyze what your marketing lead needs to achieve in terms of duties and tasks. Then try to identify the skillset required to perform those tasks effectively. Your Job Description should then include a detail of these skillsets. Also, use job listing services where you will particularly find people with these skillsets.

To Sum up….

Although the above-mentioned challenges have been pointed out by a group of marketers for the survey, you need to find out what are the road-blocks your marketing team is faced with.

Subsequently, focus on improving these areas, which you think need the most attention. Only then will you be able to make your marketing more effective.

 

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