In this article we explore seven of the most common marketing challenges and solutions that will help you to overcome them. In fact, 61% of marketers consider generating traffic and leads to be their biggest challenge and 43% of marketers said that the ability to measure campaign effectiveness on tech platforms and the open web was their leading concern. This shows that challenges in marketing arise, but knowing how to solve them remains a challenge.
1. Generating quality leads
One of the most common digital marketing challenges is generating leads and finding repeat customers. Producing quality leads takes time, effort, and resources.
But if you know your target market, create clear goals and focus on your content marketing strategy, you can help to convert this audience into quality leads. It’s important to nurture the relationships once you have them too.
Recommended tools: Take a look through the 20 Best B2B Lead Generation Software & Tools (2024) (saleshandy.com)
2. Measuring and analysing ROI
Knowing how effective your strategy is, can be difficult. If you do use a variety of channels and platforms, you will likely be using different systems and end up with varying dashboards and metrics which can sometimes contradict one another.
It’s important to make sure your goals are measurable. So it’s important to get to know your dashboards. Decide on one metric to use for each channel and measure, and then stick to it so that you have a benchmark that you can work against.
Recommended tools: Google Analytics, Linkedin Analytics, HubSpot CRM
3. Defining the target market
Not knowing your target market can make creating a marketing strategy difficult. It’s important to know what they want, what they need and their expectations of you or your product.
You can start by asking yourself who they are, what their business is, or looking at their social media channels if they have them. You can also conduct surveys to get to know your customers better or ask them for feedback on your products to get an idea of what they are looking for.
4. Developing a content marketing strategy
Knowing how you want to stand out from your competition is your customers choosing you, but you can only do this with a marketing strategy in place. You could risk wasting resources, misaligning campaigns, and missing business goals.
You have to start somewhere, and that could be by pushing out targeted content across all of your marketing channels to see how your audience interacts with your content. As you learn what your audience wants to read more about, what they don’t consider valuable, and what they engage with i.e. through open rates and click through rates, you can make adjustments to what you are producing. Using this information, you can plan a series of content that you will publish over time, which can become your marketing plan. If you can automate this process, it will save you lots of time and resources.
5. Improving conversion rate
Turning clicks and visits into conversions is one that is on every marketer’s mind. Especially when you can see there is traffic coming to your digital channels, but you aren’t seeing sales. In order to convert visitors into buyers, it’s important that you improve your overall strategy.
You can do this by looking at how to improve the customer journey and experience on your website to ensure the journey is clear and simple for customers to follow to make a purchase. By also making sure that content, imagery and copy is consistent with your brand voice, you will also enhance appeal to customers over your competitors as it helps to build trust. You can also ensure to be persuasive in your copy and have clear call to actions to guide customers to make a purchase. It’s important to review your pricing strategy to make sure you are not overcharging customers and exploring discounts and offers to incentivise them.
Tools to help: Consider using Conversion Rate Optimisation services
6. Outsourcing marketing activities
Many businesses want to do more but with less staff. As a marketer, it’s hard to keep up with everything and as budgets shrink, you may struggle to run your business effectively whilst providing clients with a top quality product and service.
You may want to consider working with a marketing agency that will take care of the marketing side of things for you. Agency costs are less than employing someone, and you will save a lot of time and money in recruiting, training and retaining your staff. With an agency you can ensure that all of your marketing needs are being met.
7. Maintaining your website
Your website is the place where people will go to first to find information either about you, or about your product. When websites take so long to build and update, refreshing pages is usually not thought about. It’s also important to check the functionality of your website, i.e. is it slow, what are the loading speeds like.
Its important to monitor analytics and gather constant insights into user behaviour so that you can change your tactics and adjust content accordingly. Google Analytics can help with this insight. You should also factor in SEO best practices into your content to ensure your content is optimised. A good website should help find potential customers and improve search results.
Recommended tools: Google Analytics
Conclusion
A good analysis of your marketing strategy and the performance across your channels will help you to identify the marketing challenges you are facing, even if you are not aware of them. It’s important to continuously use analytics, dashboards and other performance software so that you get a full view of what’s working, what isn’t, and how you can fix it.
