As simple as marketing may seem, it does not mean that it is easy. For a business to grow it needs to identify growth areas as well as challenges that prevent growth. In order to move forward, it is important to take a step back and recognize the obstacles that are limiting your company’s marketing growth. Marketing is constantly and quickly evolving as we continue to see game-changing technology that has transformed the way we communicate to current and potential clients.
We are going to share with you the three main challenges that companies face when it comes to online marketing and how to overcome them.
Challenge #1: Buyer Persona Development
It is essential for a business to understand who their ideal buyer persona is as it gives you leverage over other companies. Many companies make the mistake of only focusing on the message and not paying attention to the right client, at the right time. You need to spend some time analyzing who your potential clients and buyers are. For example, when you take on a new client, it’s key to spend a fair amount of time researching who the ideal potential client is for your customer. You can also obtain information about the client from speaking with their sales or marketing team to figure out what the key drivers are. Another mistake that companies often make is marketing the same single message to all instead of catering it to a particular audience. Therefore, it is important for your buyer persona exercises to understand who exactly your buyer is, and from there you can develop the right message at the right time.
Challenge #2: Knowing what to do in-house and what to delegate to an agency
Not only is marketing rapidly evolving but clients now have certain expectations such as communicating clearly and effectively and being an expert in social presence. Therefore, it’s very important that you directly address the art of knowing what to do in-house and what to hire an agency for. If you have the budget for an agency they can do the work that you simply can’t find the time to do. Agencies can help generate a system for leads: nurturing leads into clients and turning clients into brand ambassadors. This also allows you to focus your inbound efforts on digital marketing and leave the rest for an agency to handle.
Challenge #3: Knowing if your marketing efforts are working
It’s important to understand that marketing efforts and results take time. If you don’t already have a firm marketing foundation and you are not running your marketing like a system then you need to recognize that it takes time to build the right marketing “machine” for your company. Additionally, not only does it take time but persistence is also an important component. Once you get your marketing tactics and strategies in place then your company will become unstoppable.
You’re probably thinking how do I know if my marketing efforts are working? It’s easy to answer the question by saying sales. But that is not the only answer. You must look beyond sales as the focal point of your marketing efforts. Ask about how your online engagement is doing and how many inquiries about your business have come in over the last month? When you start consistently asking yourself the right questions and making decisions based on all your marketing efforts, then over time, you’ll notice that your marketing numbers will increase.
- Create a marketing goals list and match it with your current time tracking tools. Figure out what goals you have time and expertise for and what items you need to outsource (i.e. hiring an agency)
- Establish KPI’s (key performance indicator) which is a way to measure the company’s value and evaluate success in reach targets
- Analyze your current company standing and figure out if you are scalable for increased sales growth