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5 Common Challenges All Digital Marketers Face & How to Own Them

Big or small, B2B or B2C there are a core set of challenges that all marketers face. The extremity of these challenges will vary from brand to brand and person to person but undoubtedly exist within every organization.

Within the last few years alone, it now takes 52% more touches to close a deal than it did in the years prior. Yikes! Those aren’t the best odds, and now that marketing is becoming even more responsible for sales (not that that’s a bad thing), the modern marketer is stressed out.

But don’t fret, you’re not alone. The first step to overcoming your obstacles is identifying what they are. Once you know what’s in front of you, it’s much easier to tackle them one piece at a time.

Below are 5 common challenges that every marketer faces (at one point or another) as well as some sage advice for how to approach them head on.

#1 – Time

Everyone has the same 24 hours in a day, but some days feel like they’re made of mere minutes, not hours. You might start a day with five things on your list and end it with ten. And let me tell you from experience, that’s no way to live!

Helpful Tip: Time can be a big challenge, but there are some simple ways to manage time more effectively. First of all, get your big rocks out of the way first thing in the morning. If you don’t, they will loom over you like a dark cloud all day long and can actually hinder productivity.

#2 – Budget

A pain that we are all familiar with is that when budgets need to be cut, marketing is often the first to go. Despite its effectiveness, marketing is still seen as a cost center, not a means of profit for an organization. But don’t fret, lack of (or reduced) budget does not determine the success of your marketing program.

Helpful Tip: Creativity doesn’t cost a thing. When budgets are cut you have two options: 1) wallow and worry about how you’ll get everything accomplished 2) find creative ways to push boundaries and show success.

#3 – Resources

Ok, I know…“resources” is such an all encompassing topic. A lack of resources can refer to internal staff, external staff or funds. However, the problem is the same; you don’t have enough manpower to do the job that needs to be done.

Helpful Tip: If you’re experiencing a lack in resources you can repurpose marketing content to get more bang for your buck, incorporate influencers to add credibility (and create more content) or hire an agency to help you reach your marketing goals.

#4 – Innovation

It can be incredibly frustrating to see other marketers around you coming up with excellent ideas while you’re stuck in a marketing rut. But instead of spending time worrying about what everyone else is doing, take time to find your own inspiration.

Helpful Tip: The first step to innovation is thinking outside the norm. Spend time researching, put all ideas (even bad ones) down on paper and don’t limit yourself. Some of the best ideas are may seem crazy at first, but after developing further have a glimmer of brilliance.

#5 – Impact

Improving the impact of marketing programs is top of mind for all marketers (no exceptions). Customers are distracted and overwhelmed which means that it’s that much harder to get their attention.

Helpful Tip: Take an inventory of all the marketing “activities” that you have planned and commit to focusing only on those that are likely to have the biggest impact on your end goal.

Identify Challenges & Face Them Head-On

You’re not alone in experiencing the common challenges above. However, what separates good marketers from great marketers is their ability to view these challenges as an opportunity, not a setback.

What is your best advice for marketers to crush the challenges above?


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© Online Marketing Blog – TopRank®, 2017. |
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The post 5 Common Challenges All Digital Marketers Face & How to Own Them appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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