14 Common Marketing Challenges and How to Solve Them
What are the biggest marketing challenges you face today? There is no right or wrong answer. Every marketer is faced with their own set of challenges or frustrations. Whether this is getting their company in front of the right target audience or proving ROI. And not to mention the global challenge of keeping up to date with new marketing technology and being able to take an intelligent-driven approach to marketing. Through exploring the internet and by asking real marketers at our marketing events, we have discovered 14 common marketing challenges faced by marketers in today’s landscape. Before you read on, please take a moment to list your own marketing challenges. And then you can compare your challenges with our list.
Top 14 Marketing Challenges and solutions:
We all wish we had more time to try out different ideas, analyse our findings, find more leads and so on. But the sad truth is that there aren’t enough hours in the day to do everything and be everywhere. This is why prioritisation is so important
Solution: It is important to never lose sight of your end-goal. If your goal is to get more clients, then ask your team to focus on activities that will accomplish this directly. Whatever your goal make sure everyone is working towards it.
The right talent is so hard to find these days. Especially in the world of digital marketing where technology is evolving all the time. So how can you get the right team together?
Solution: Here at KDM, we keep it simple. We look for people who are willing to learn and that’s it. A person who is willing to learn can adapt to any new challenges and gain new skills much faster than a person with even 10 years worth of experience.
3. Creating Content
Not everyone is blessed with creative skills or the imagination to create unique content. What to do when time is against you and you need to create content fast?
Solution: Use tools, like Canva or Crello to create social media graphics, email headers, templates for eBooks and so on. Both tools come with a ton of free templates that not only look beautiful, but will do the job and save you time.
4. Scaling Content
You love creating content, but now you need to multiply it by 100. You need to create content for your blog, social media, emails and other activities. What do you do?
Solution: An obvious solution is to re-use old content instead of creating new content every single time. For example you can turn an old blog post into an infographic, webinar or even break it down into more blog posts. Another way to get quicker at creating creative content is by using templates every time, whereby you only change the text but the design remains the same.
5. Generating Ideas
So many people face a blank screen when it comes to generating ideas, whether these are ideas for content marketing or ideas to improve the processes in your company.
Solution: We suggest creating an ideas bank. An idea’s bank can be in the form of a shared spreadsheet or even a whiteboard in your office, where all your team can share ideas at anytime. Because we all know that some of the best ideas are sparked out of nowhere or even in the middle of the night, it is good to keep a notebook handy. If content marketing ideas are the problem, then this post on how to search for keywords for your content marketing would be really handy.
6. Content Quality
Now you’re creating content at the speed of lighting and your head is filled with ideas to keep you going until the end of the year. But quality is dropping, spelling mistakes everywhere, grammar issues at every full stop. What do you do?
Solution: Simple! Get someone else to check your work. Make sure you use someone else, so they can give you a fresh opinion on your work and they will be able to find mistakes that you overlooked many times.
You can have all the content in the world, but what’s the point if you’re not reaching your target audience? Do you even know who your ideal customer is?
Solution: Find out who your customer is and know every little detail about them. Where would they live? What do they like doing? What do they hate? What motives do they have? What pain points do they have? These are only some of the questions to ask yourself when defining your target audience or buyer persona.
As businesses grow, it becomes difficult to maintain the high standards you may have had when you started the company. The more clients you get, you might start neglecting your potential leads or forget to send regular emails to keep them warm.
Solution: To keep your marketing activities consistent it is ideal in today’s world to make use of marketing automation tools. Marketing automation can help you nurture leads and connect with prospective customers when you’re out of the office or just don’t have the time. It would be shame to lose valuable customers.
9. Lack of Budget
This is a global challenge for marketers everywhere, especially those who work in small businesses. Most organisations don’t have the luxury to work with a sizable or even a flexible budget, so they are forced to get a remarkable result from an extremely tight budget.
Solution: The best way to secure a higher budget from your senior or director is simply by proving ROI (more on this later). You need to be able to demonstrate that for X amount you are getting these results and if you had a higher budget you could double or triple these current results.
10. Creating a Strategy
Many of us like working on different things and making our own work as we go along. But you can waste so many hours working on tasks that have no or very little impact on your business. A good strategy keeps your team aligned to the end-goal and helps them focus on tasks that will achieve this goal quicker.
Solution: Start by creating a goal that has a time attached to it and then from this goal work out what activities you need to do to accomplish this goal. This will give the basis of a good marketing strategy that your own team can follow.
Another common marketing challenge stated by marketers is engagement. Imagine you created a ton of cool and well-researched content, but no one is reading it or downloading it. This is a common challenge faced by many marketers daily and what can you do about it?
Solution: If you have a piece of content that you really want to share with everyone and you know it’s good, then maybe try investing in paid ads. If you combine content, such as eBooks or webinars with Facebook ads you could have the ultimate lead generation machine for your company!
12. Lack of cross-functional support
Another sad, but common challenge is lack of support from other functions. Sales being the main one. In theory we all know that marketing should work with sales nicely. But in reality, the two departments in most companies are either in competition with each other or completely distant from one another. How can you bring departments together?
Solution: Clearly outline the roles of each department in your company and make it clear that marketing is responsible for getting the qualified leads and then passing them onto sales. It is then the sales departments job to follow these leads and feedback to the marketing team about what results they get. A marketing automation platform can be extremely handy in achieving this collaboration between the two departments.
13. Overwhelmed by data
In today’s data-driven world, every marketer knows the importance of data in marketing. The problem is that there is too much data out there! Which data do you focus on? Which data is important?
Solution: The answer is simple. Go back to your main goal and from there create some KPI’s (key performance indicators) that will help you achieve this goal. These KPI’s will also help guide your data collection process and help you to focus on only the important data sets and not those “fluffy”, waste of time metrics.
14. Can’t prove ROI
For years and years, proving ROI has been a mega challenge for marketers. ROI is extremely important information, as it can tell you which marketing campaign is doing well and which isn’t. ROI is also a decent argument for budget negotiations in companies – Low ROI, means low budget.
Solution: The easiest way to demonstrate ROI is by using a CRM or marketing automation tool (with an attribution feature) which can establish the link between marketing activities and actual sales. You may also want to track key marketing KPI’s weekly/monthly and see how your sales also differ during this time to establish a trend or pattern. This will help you to see how your marketing activities are impacting sales.
Got any more marketing challenges?
Are you facing marketing challenges that aren’t on this list? Tell us all about them in the comments below.