7 Problems Marketers Face and How to Solve Them
Marketers face many problems. This could range from choosing content, generating client results, and keeping up with the latest marketing trends. The problems are endless.
If you are a marketer and struggle in one or more areas in the marketing process, you have come to the right place. In this article, I will look at some of these problems and, more importantly, the solutions to make your marketing life easier.
How to manage Data Privacy
Marketers are exposed to lots of client data. And it can be challenging to ensure that these data are safeguarded and not manhandled. Studies have shown that 84% of users are more loyal to companies with strong security controls.
So, aside from losing customer trust, you may be breaking the law by breaching your customer’s data privacy. As a solution, encrypt any data you get before integrating it into a data management platform. Additionally, you may avoid including personal information like names, email addresses, or street addresses in your platform while processing data like cookie IDs, device identifiers, and IP addresses.
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How to Calculate ROI
According to Hubspot, in 2021, 28% of marketers viewed it as their most significant obstacle, and 21% expected that it would still be their main problem in 2022. Marketing ROI is used to justify spending, distribute marketing budgets, maintain campaign success, and accurately understand competitors.
Furthermore, calculating marketing ROI has become increasingly difficult. Some challenges in measuring marketing ROI include:
Simplistic Marketing Measurements
Many factors should be put into account when calculating marketing ROI. You should have a clear and consistent sales baseline to measure against as a marketer. The performance of your campaign might also be influenced by outside variables, such as seasonal patterns and events.
Excessive focus on Short-term results
Most marketers focus solely on immediate metrics such as click-through rates, impressions, and social shares. But this doesn’t paint the complete picture. Campaigns that drive long-term initiatives like brand awareness, customer relationships, or customer retention typically take longer for marketers to see the full impact. So, aligning success metrics that include the goal and duration of the campaign is necessary.
Omnichannel Marketing Landscape
Because marketing channels are not limited to one channel, marketers would only get a limited account of the overall marketing metrics. The ability to unify marketing measurements into coherent, granular insights is now required for precise marketing ROI evaluation.
Outdated Attribution Models
Outdated attribution models can cause misattribution, which alters the accuracy of ROI measurements. The precise information marketers want will be provided using something other than aggregate metrics like media mix models. On the other hand, specific metrics like multi-touch attribution models won’t show how offline channels and outside variables affect marketing ROI.
There are several ways to calculate ROI, but the core formula is:
(Sales Growth – Marketing Cost) / Marketing Cost = Marketing ROI
According to Christina Mautz, CMO of Moz, in an interview with Hubspot, “To better measure marketing progress, we have to redefine the marketing process, encouraging collaboration with sales and reaching KPIs together.” She said, “Statistics such as page visits per sale or rising higher in the search engine results page (SERP) give marketers and SEOs tangible evidence of how their work meets their ROI. New buying patterns and a customer-centric world require a divergence from the old, but measuring ROI will look far different than before, and some leaders may not understand how or why.”
How to Hire the Best Talent
While it didn’t rank high on the issues encountered by marketers in 2022, “Hiring Top Talent” is predicted to top the list for 18% of marketers in 2023.
Experience levels and expertise are crucial factors for creating effective strategies. According to a LinkedIn research, employers seek marketers with hard technical talents and soft creative skill sets. The rapid increase in demand for these positions has created a marketing skills gap, making it challenging to find people with the technical, creative, and business abilities required to thrive in digital marketing. This is necessary because a survey by Upwork found that 61% of teams need more people or the skills to complete all their work.
An excellent place to start in the recruitment process is to make your company as appealing as possible to the best talent. Studies have shown that 89% of candidates evaluate your business before applying to a role with your organization. Stefanie Grieser, a co-founder of Shine Bootcamp, corroborated this statistic by adding, “Just like you need to market your product, you also need to dedicate resources, time and energy into marketing your company as an employer.”
Some steps you can take include; addressing management issues swiftly, hosting team-building activities, and incorporating feedback channels in the workplace. Also, you can offer higher salaries, full benefits, and flexibility and introduce your marketing team on your social media or blog.
How to Build a Marketing Strategy
Strategy is the heart of every business. Studies have shown that “over 60% of marketers measure the success of their marketing strategy through sales.” And with clearly defining this strategy, it is easier to achieve this. This clearly defined strategy is how marketers maintain focus and gives them something to work towards, providing a sense of purpose. It helps you identify trends and opportunities for the future and creates a vision for how the marketing campaign will be run.
Some of the key considerations when building a strategy are:
- The mission and goals of the company
- Personas and the target audience
- Market positioning
- A multi-channel activity strategy (including a website, social media, PPC, etc.)
- The implementation plan
You can read more about these in my best selling book Digital Marketing Strategy.
How to Keep Up With Marketing Trends
Marketing strategies and trends are constantly changing. You don’t want to publish stale content and bore your audience to death. Sticking to the trends related to various channels can be costly and time-consuming. A possible solution to stay ahead is to choose one topic that relates the most to your brand and become an expert in that niche so you can deep dive.
You can also use Google Trends, social listening and even trending social media topics to inform what to write about next. Don’t forget to analyse the competition’s content and what is resonating for them too!
How to Get a marketing Budget approved
Hubspot says, “16% of marketers are concerned about securing, gaining, and keeping stakeholder support for their marketing budgets.” Securing a marketing budget will always be tough, especially for the smaller brands with lower marketing spend. But here’s a possible solution you can use as a marketer.
Your ability to prove your Return on Investment determines how much budget you can command. Use your budget to show that you have a need, but also ensure that the items you are investing in will deliver high performance, such as high-traffic, lead-gen, or revenue-generating projects or staff. So, calculating ROI is the key to securing a budget for your marketing.
Once more, inbound marketing success is a major factor in raising spending. Effective tactics surely yield results, which is an appealing case for boosting your budget. But keep in mind that inbound marketing is an extensive process. If things go slowly, you shouldn’t give up; in fact, you could think about going all in.
How to Create Content that Stands Out
This is one area that must be considered. But with the high demand and supply of content, unique content has taken a back seat, as many brands now put out far too much similar content. Studies have shown that duplicate online information is as high as 29%. And here lies the problem.
So how do you create unique content? Here are some tips:
- Write an appealing headline
- Use several sources when writing your content
- Use visuals
- Make your content easy to scan(short paragraphs, bullet points, H2s and H3s, short sentences)
- Personalize your content with your stories
- Add something fresh
- Listen to your audience
Here’s a hack to never run out of content here
This is just a quick look at a number of challenges and I tackle each of these in more detail in other articles on my blog as well as in my books Digital Marketing Strategy and The Digital Marketing Handbook.
While some challenges may be expected around the industry, finding ways to navigate through these challenges gives you an edge over your competition in the industry.
The best way to identify your most significant marketing opportunity is to study your marketing strategy and its performance thoroughly. As a result, you can start making your marketing far more successful by concentrating on the areas that require the most work.
If you need assistance with your digital marketing needs, feel free to get in touch – I would be delighted to help.