Digital marketing is fast and constantly evolving. Being a successful digital marketer requires intricate knowledge of your customers and the industry and constantly staying abreast of the latest marketing trends. Despite the complexity, digital marketing is critical to every company’s success in 2018. And no matter how effective your team is, challenges are bound to arise.
To help you navigate this world more confidently, we have put together a list of four of the most common digital marketing challenges and how you can overcome them:
1. Producing High-Quality Leads
Indeed, the number one goal for almost every digital marketing team is driving quality leads. Unfortunately, this is tricky. High-quality leads are not always easy to come by. Poor leads can be driven quickly and easily, but they won’t provide any return on your investment.
The key to making sure you’re generating quality leads is by focusing totally on the customer. Content calendars, advertisements, branding decisions, and all other aspects of your marketing mix must be created with one goal in mind – appealing to your target customer. If something isn’t delivering an important message to them or providing some sort of value, nix it.
2. Keeping Results From Stagnating
Once you start running successful campaigns and putting effective processes in place, it’s easy to go on auto-pilot. If you’re seeing your results however around the same performance metrics month after month, it’s a good sign that you’re stuck in a rut.
If this is the case, it’s time to go looking for some inspiration. Take a look at brands you yourself enjoy and see what they’re doing. Talk to the rest of your team and brainstorm. Don’t keep anything off of the table to start with. Sometimes the most brilliant ideas seem a little bit crazy at first glance.
3. Understanding Results in the First Place
Let’s throw away the concept of driving great results and consider the fact that many businesses don’t even know whether or not their digital marketing strategies are effective in the first place. You’re spending money and generating some leads, but you might not have any idea how to interpret those results.
The key solution here is simple: understand exactly what goals you’re trying to drive and figure out the best way to track them. Search around to see what industry norms for these key performance indicators are. If you have the resources, find a consultant that can help you understand performance in relation to your direct competitors. From there, you’ll be in a much better position to analyze campaigns and know where your resources are best spent.
4. Building the Right Team
A recent survey found that many marketing executives are unhappy with their own expertise in the digital realm. If you or your own marketing team have skill gaps, especially among leadership, it’s critical to build the right teams out.
The best way to overcome this challenge is by developing more focused marketing positions in your organization and recruiting for very specific skills. This helps your company’s skillset grow as a whole and allows you to stay agile.