Every marketing manager faces different challenges. Generally, they share the same goals, some are stuck recruiting talented staff, while others experience difficulty tracking down the correct innovation for their necessities.
Whatever the case, there is consistently at any rate one region that we can improve. In other words, there is always room to optimize the components of our strategy and make it more effective and profitable.
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In addition, in a pandemic and post-pandemic environment, new challenges have emerged. In this article, we are going to discuss all of the Challenges that must face every marketing manager
1. Adapt to the new normal
The coronavirus pandemic changed many things, including the way of brands target and attract their target audience. In a world more aware of the need and effectiveness of using digital channels, marketing department leaders must adapt and own these changes as well.
This new normal not only requires a more in-depth understanding of the virtual world (with a web page geared towards the customer experience and contemplating e-commerce) but also addressing the public in a different way, avoiding intrusive forms and betting, instead, on generating the content of value that solves their needs and leads them through the purchase stages, that is, make use of the Inbound Marketing methodology. We will continue to see this in the following points.
If your company or department has not yet fully entered the digital world, they cannot wait any longer.
2. Demonstrate the ROI of marketing actions
Measuring the return on investment (ROI) of the growth marketing strategy is the biggest challenge for marketing managers, according to the report. This is an important question for everyone to understand the effectiveness of each particular marketing campaign, each piece of content, etc.
Also, ROI – a good one in any case – is the argument for a budget increase. It’s simple: without ROI monitoring, there is no ROI demonstration. Without ROI, there is no budget.
3. Ensure sufficient budget
Having more budget – or much more than this – is the second biggest challenge for marketers, even if they have years of experience. And it is that they know that having more budget is often easier said than done, especially for those who work in small companies, whose expenses are not flexible, if not, on the contrary, they are usually fixed or adjusted.
Of course, a budget increase is important. Hub Spot data indicates that if the marketing department receives more budget in the start, one marketing and/or advertising campaign, will get more budget in the next. Obviously, the key is to be able to demonstrate the ROI of your marketing efforts.
4. Optimize your website to drive sales
Managing an effective sales website is the third biggest challenge for marketing managers, especially those in small businesses struggling to get through the growth phase. For nonprofits, it’s the biggest first challenge, even above ROI and budget.
As is known, having a website is a priority for any company, as its usefulness in attracting visitors, converting them into customers, and helping them with their objectives is unquestionable. Especially after the passage to the so-called “new normal” in the wake of the pandemic, a sales-oriented website is essential, as users have turned much more to digital sales.
However, there are also obstacles when managing a web page, such as content strategy, content writing or optimization, site design, page performance, loading time, security, mastering SEO, and adaptability to mobile devices such as a tablet and smartphone. The solution? Do it on your own or hire an agency specializing in content-based strategies.
5. Know eCommerce
Since users have turned more than ever to the internet and are relying more on digital purchasing processes, it is important that a marketing manager knows the processes of e-commerce to use them for the benefit of the business. Not only with a virtual catalog, but with a payment gateway and an optimized process for the online shopping experience.
You will need to stay on top of the latest trends and the most powerful and effective marketing strategies to accelerate business growth in the virtual world.
6. Identify the correct technology for your needs
Finding the right technology is the fourth challenge marketing managers are concerned with. This is because the feedback they often find is not the right one: they do not get good guidance about the tool or software that solves a specific marketing problem.
Like all software tools, if it is not supported in processes, no matter how solid it is, it will not help you much.
It is important to evaluate, not only automation software but the level of clarity and sophistication of your processes and the level of knowledge you have of your buyer persona. That will undoubtedly help you make an investment with a return and that effectively contributes to the growth of your company. This is where marketing automation comes in.
7. Train your team
Marketing managers find that coaching their teams is the fifth greatest challenge they have, whether preparation serves to acquire concepts and tools for daily use or to reach the true potential of employees.
To get a global idea of how the team is doing, it is necessary to take a few minutes to evaluate each member on their strengths and weaknesses in marketing, level of experience, and passion and commitment to the company.
You can also consider training the team online: for example, a free tool is the one offered by the HubSpot Academy, with its Inbound Marketing certification.
8. Target content for your ideal customer
Finding the ideal customer is a key component of all aspects of marketing. To be most effective, one of the first things any marketing manager needs is to identify their buyer persona, in order to determine who they should target.
Therefore, when it comes to expanding, it can be a great challenge not only to figure out the best way to sell to a new audience but also to organize and optimize the company website for different audiences.
From this, a content marketing strategy focused on said buyer persona and their respective purchasing processes can be put into practice.
9. Hire talented staff
Hiring talented employees is the seventh biggest challenge marketing managers experience. Why? Many companies are deriving more resources to do Inbound Marketing, which means high demand for professionals trained in this methodology. So picking candidates, evaluating them to see if they have the required skills, and finding the right people takes months or more.
Here it should be remembered that an Inbound Marketing specialist is one who combines technique, creativity, and business orientation to be successful in marketing.
Does your company experience any of these challenges?
A deep analysis of your digital marketing strategy and its current performance will help you discover what your biggest marketing opportunity is. In addition, it will allow you to focus on improving the areas that need more attention so that you can start by making your strategies more effective.