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3 Marketing Pains Businesses Are Experiencing Right Now

June 19, 2017
Kristin Truelove

The digital age has drastically changed marketing and advertising.

And for many, it’s made it more difficult to succeed. We’ve seen a trend in common marketing headaches, or pains as we like to call them, that we encounter consistently from clients as they struggle to keep up with the times.

Businesses no longer own or control their customers. Thanks to technology, it’s the other way around. This dramatic shift means businesses have to make dramatic changes to remain relevant in their industries.

And that can be quite overwhelming, to say the least.

Here are the top three pains we see hindering businesses from marketing success, along with some tried-and-true remedies:

1. My website traffic is stagnant and I’m not getting any leads

  • Why is this happening?

    There could be a lot of reasons for this, but at the heart of the problem, it could have to do with your website and/ or the content you’re producing. Maybe your website just sucks (it’s okay, it happens). Maybe you’re not creating helpful, valuable content that people actually care about. Or maybe you’re not promoting your content across various platforms and linking back to your website. Any one (or a combination) of these could be the culprit.

 

  • So, what can I do?

    Create the type of content your audience wants to read. Work on finding unique ways to attract people to whatever it is you have to offer, warming them up to your brand over time. This focus on getting FOUND by your potential customers is known as inbound lead generation.

    But be warned — it’s easy to get lost in the sea of content we’re all swimming in today. You can’t expect increased website traffic and leads just because you wrote something and aimlessly put it out there. How you distribute and promote your content is more important than ever.

    Your content is worthless if it’s not discoverable and consumable. But if you do it right, your bottom line will thank you. Here’s proof:

  • Inbound Marketing doubles the average website conversion rate from 6% to 12%. (HubSpot)
  • Inbound leads cost 61% less on average than outbound leads. (HubSpot)
  • The average cost per lead drops 80% after 5 months of consistent Inbound Marketing. (Eloqua)

And if you’re wondering if it’s your website you need to break up with, this might be helpful to read: 4 Key Elements of a Healthy, Lead Generating Website. Just because it looks pretty, doesn’t mean it’s practical.

2. I’m not seeing a return on my current marketing efforts

  • Why is this happening?

    Have you been relying on traditional marketing methods to get your message out there (radio, print, ads, billboards, commercials, direct mail, etc.)? If the answer is yes, you’ve been blowing all your marketing budget on an approach that has little to no guarantee of return.

    Spoiler alert: it’s very difficult to measure the success of traditional marketing.

    If, on the other hand, you are dabbling in inbound marketing and are still having difficulty measuring your ROI, then the problem could be you’re not even sure how to track your efforts.

 

  • So, what can I do?

    Start by having a plan in place before executing anything. With all the data generated by digital marketing, you’re able to measure whether your efforts are working (or not) in real time. You may just need to be introduced to the right tools and metrics to make the most of your dollars spent.

3. I can’t get my marketing budget approved

  • Why is this happening?

    Traditional advertising (i.e. billboards, radio, TV commercials, printed ads, etc.) can be very expensive. In fact, 33% of inbound marketers and 31% of outbound marketers rank outbound marketing practices, such as paid advertising, as the top waste of time and resources (HubSpot, 2016). With that being said, pushing for a budget for traditional doesn’t make as much sense, financially, when compared to the cost-effectiveness of digital.

 

  • What’s the solution?

    Short answer: stop throwing money at traditional advertising that shows little to no return. If you start shifting your budget to digital, you’ll have trackable results to show for your efforts, which will give you leverage in the future to request more budget.

    Long answer: marketing budgets should be thought of as investments, not an expense. You need to truly understand your goals before setting a budget, otherwise, you’re just living in a fantasy land where you’re not really ready to invest the amount you need to get the best return. You have to fully commit the resources and funding to get where you want to go. The key to unlocking budget lies in being able to prove the ROI of your marketing efforts. If you can prove your ROI, you are more likely to receive higher budgets.

See a pattern, yet? Although there are essentially three different problems here, they’re all connected. If you start shifting your focus to strategic inbound lead generation, then you can start proving your ROI, and then —you guessed it, you’ll be more likely to receive higher marketing budgets down the road.

Easier said than done? Ask for help! The sooner you realize you can’t do it all on your own, the sooner you can focus on your strengths and work with experts who can alleviate your headaches for you.

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