This era of online connection and communication has shifted the way we create and share information, adding complexity to the job of marketers. Attention is becoming a more valuable commodity and it rests on marketers to capture and retain this resource as audiences become more intelligent, demanding, and diverse.
Marketers Challenge 1: Leads and Proof
Leads and traffic remains the number one challenge for marketers since it’s the very basis of the industry – enticing people to their brand or product. One key challenge for lead generation in this digital era is producing enough content to maintain consistency, keep up with demand, and provide value to audiences.
This comes down to producing excellent quality content that your audience expects or needs. Since there are host of different platforms, it’s important understanding the different audiences you’re trying to reach on those audiences as well as the parameters for producing impactful content for each platform, whether it’s writing content, producing graphic design, or interactive content, it’s better to produce great content on the right platform than a lot of content across all of them.
ROI is another critical challenge for marketers, particularly as ROI is vital to making an argument to increase budgets and diversify marketing channels. The key for marketers is investing in the right marketing software that can integrate sales activities and results. With a robust marketing solution and CRM platform, you can see how and where leads are generated while more easily managing marketing and sales activities.
Inbound marketing allows your brand to provide a valuable resource to audiences that drives traffic and demonstrates expertise. However, inbound marketing should be driven by a clear understanding of your audience, their challenges, and how your brand can provide solutions to their lives. We explored these ideas further in the wind turbine methodology too. Inbound marketing campaigns are also useful in gathering customer data that can help drive decision making, prove lead generation, and hopefully highlight where your customers linger.
Marketers Challenge 2: Technology
We’ve written previously about the importance of continually upgrading your website. We’ve also looks at the importance PowerPoint plays in website improvement. We underwent a rebrand in 2018 and are positioned for another website relaunch soon (watch this space). It’s an ongoing process, especially as any business continues expanding into new markets, capabilities, and regions. In writing, optimising, and designing content for website, there are four crucial elements that affect your website’s performance and final design: average load times, website security, mobile accessibility, and SEO.
To further understand these elements, there are numerous online resources and tools to help you upskill your team – particularly Google’s SEO practices since that’s the gateway to most audiences. Google Analytics Academy offers some great insights about how to properly write and optimise for Google’s SEO. However, it’s okay to hire freelancers or agency partners to assist with website development, management, and performance.
Targeted content for international audiences: integrating marketing and CRM software helps brands better understand its markets. Plus, there are always other resources for understanding cultural, social, and financial differences between regions. The key is creating content that is universal – speaking not only to a wide audience, but optimised for SEO and visibility.
Technology is going to continue changing how we work and communicate with one another. Not only are intelligent solution embedding data analytics and automation into various sales and marketing functions, but design is also integrating AI to make creation more seamless and effortless. Take advantage of the streamlined, user-friendly, and intelligent processes that are making communication, design, and marketing easier for non-designers.
Marketers Challenge 3: Talent and Skills
Finding talent, building culture, creating a more flexible and creative environment. Investing in team development, particularly during times of limited office use and social gatherings. Webinars and video calls are becoming a mainstay for businesses everywhere, so it’s worth understanding how to create audience engagement and collaboration through these platforms, not only for connecting with customers, but to help facilitate better work practices and teamwork amongst staff.
Soft skills such as presentation and communication, design, critical thinking, and creativity are also increasing in its value, particularly as office spaces are challenged by work from home practices. understanding how to communicate more clearly and dynamically across different channels and audience types. Also understand what marketers are seeking in terms of duties, skill development, and team dynamics to properly create a business environment that supports collaboration, career progression, and fulfilment.
It comes down to building the right environment for employee retention and writing the best job descriptions for attracting talent. Demonstrate an understanding of potential career growth and highlight a plan for professional development. People will be more likely to believe in your brand if you cater to their career and skill progression.
Another key challenge for marketers is providing personalised content and account-based marketing, which creates a deeper connection with audiences while demonstrating a more considerate and bespoke customer experience. Through more comprehensive data analytics and management, marketing professionals can create platforms for improved communication and account management profiles. This is particularly vital when combined with sales practices and data to create comprehensive customer journeys that offer customisation options based on buyer personas.
Equipped with a clear understanding of who your audiences are, what they expect, and their biggest challenges, your brand can demonstrate its expertise and provide more tailored experiences for different audience types. With more ways to connect with audiences and the increasing demand for content, it’s about marketing the right content to the right people, finding the best way to distinguish your brand identity and solutions from the growing sea of online businesses.
Next time, we’ll explore some key marketing trends such as intelligent technologies and content-based marketing to understand how the future of the industry will change. If you want more assistance writing content for different platforms and audiences, check out our Ultimate Guide to Content Writing.