Marketing is essential for all businesses, whether you’re making and selling delicious cupcakes in your local town. Or running a multi-million dollar corporation in the city – marketing is unavoidable if you want your business to do well and continue to grow.
However, some CEOs feel their marketing efforts aren’t working. But the problem is, they’re not sure why.
We can help you find out what one or more of your business’s marketing problems might be. Here you can find eight common marketing problems, along with solutions on how to fix them.
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No Marketing Plan
You may have invested some effort into a few marketing strategies for your business, such as social media adverts. But without a concrete plan for your marketing, you can’t help your company meet its goals.
Refer to your company’s aims before deciding on what marketing solutions to use. For example, if you’re hoping to increase brand recognition and ensure people remember your business. You will need to plan your marketing strategy around helping your business meet that end.
For example, you might choose the following tasks:
- Have a professionally designed logo tailored to the style that will appeal to your target audience
- Research and sign up to relevant social media channels, update your profile with consistent branded content.
- Invest in digital advertisements, such as display advertising, to get your company seen on Google by more people.
Use your business goals to create a marketing plan that’s dedicated to accomplishing them.
Marketing is a broad subject. It spans from assessing the psychology of advertisements to reading the analytics of website data. However, trying to make time for every marketing task that’s relevant to your business is impossible.
When we think we’re multitasking, we’re multi switching. That is what the brain is very good at doing – quickly diverting its attention from one place to the next. We think we’re productive. We are, indeed, being busy. But in reality, we’re only giving ourselves extra work. ― Michael Harris.
Moreover, find yourself jumping between marketing tasks. You could be over complicating things, and each marketing strategy you put in place may not get the full attention it needs to thrive.
For instance, creating quality written content for your site’s blog takes time to get right to engage customers to read on. And use the blog as a legitimate source for your expertise. Low quality content will do the opposite. It will make your brand look untrustworthy and as though you don’t care.
Old Marketing Tactics
Marketing is continuously changing, and so it’s essential to keep on top of new strategies that could work for your business.
For example, if you’re still relying on one advertisement in a phone book to attract customers. You’re missing out on numerous modern marketing opportunities to advertise your company.
Take time to explore different marketing strategies to the ones you already use. And keep ahead of new changes in the marketing world to prevent your plans’ success from declining.
For instance, it’s no longer enough to have a website online. The expectations of websites have changed. They need to be quick to load and easy to use. Otherwise, you risk losing customers from your website fast.
If your marketing strategies are stuck in the past, this could be one reason why they’re not working for your business.
Lack of Marketing Analytics
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Setting marketing campaigns to work is one thing. But, without measuring their performance and discovering whether they’ve provided you with a return on investment, you won’t know whether it’s working.
Taking time to review your marketing plan’s progress will give you a big indication of what is and isn’t working. You can use a real time dashboard to view all of your marketing channels analytics in one place. And create easy-to-read reports to help you figure out what marketing strategies may need changing or canceling.
Not Enough Time
While keeping track of a marketing task’s performance is essential without giving a new campaign, website, or logo a chance to run for a reasonable length of time. You won’t know whether it’s working to your advantage or not.
For example, a brand new, optimized, quality website. With the correct metadata, relevant, engaging content, imagery, and all the bells and whistles of a great site, it still takes to make an impact online.
Each brand new website needs to be read by Google to determine where it will sit in the rankings. It can take a few months before your site’s organic ranking is decided. And so, if it doesn’t appear at the top for relevant keywords straight away in the search engine, it’s essential to give it time.
If you’ve invested in a great marketing asset. Be it new digital billboard advertisements or a PPC campaign, give it some time to run and monitor its progress. But don’t give up on it too quickly.
Undefined Target Audience
Without knowing who your target customer is, you can’t create a marketing plan that will appeal to the people you want to attract.
Market research is needed to find out who your target audience is. This is essential because everything from their background to their age and location determines their likelihood of engaging with certain marketing forms. Giving you a better idea of what marketing to invest in to attract the best audience you want to your company.
For example, suppose you’re marketing to generation X, according to Revlocal. In that case, they are mostly active on Facebook. So you would divert a portion of your marketing and advertising budget on Facebook.
No Marketing Experience or Knowledge
It’s essential to make time to learn about new enticing marketing practices for your business. Otherwise, while you may have a fantastic service, if you can’t market it effectively, you’ll struggle to get seen and heard by your target audience. This, in turn, will affect your business’s profitability.
If you have no time left to learn more about marketing, outsource marketing to-dos to professional marketers. You may pay for the service, but at least you’ll know whether it’s a PPC campaign or content for your website’s landing page; it will be completed to a professional standard.
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Non-Existent Or Poor Reputation
Last but not least, your company’s reputation speaks volumes to existing customers and those interested in buying from you. From your Google Business listing to Facebook reviews, it’s essential to monitor and manage your reputation as a business owner.
A lot of people today rely on social proof to decide whether to trust a business. As such, if your company has bad reviews, such as comments about rude staff or faulty products. New customers are more inclined to trust other people’s opinions and refuse to buy from your company.
To enhance and manage your reputation online, invite customers who are happy with your service to leave a review.
Plus, acknowledge and reply to poor reviews, and offer your contact details to discuss and resolve the problem. In doing so, when people see you’ve responded, it’ll restore some trust in people that your company intends on doing the right thing by the customer.
Other Ways to spark positive comments and conversations about your business is to post content on social sites and invite people to leave reviews and star ratings in exchange for a potential prize or incentive.
Your brand is what people say about you when you’re not in the room. — Jeff Bezos, Founder & CEO, Amazon
The eight common marketing failures above could be what’s affecting your marketing investment. Take time to source issues to work out what needs altering. Otherwise, hire a marketing professional to do it on your behalf to save you time.