‘Online marketing’ is no longer one of the ways to generate eyeballs, footfalls, leads and revenue for a business. It has become an essential part of any service or product business. Whether you need footfalls for your store, complete the purchase of your products online or marketing your SaaS or SaaP, you need a strong online presence and a team. Before we get into the ways to set up or improve marketing strategy and execution, first let us list down the important challenges that marketers face on a daily basis.
Online marketer challenges
1. Not enough budget in the beginning
Most of the business owners I worked with have the tendency to know for sure whether the marketing is working for them. So they invest very little to find out how marketing is helping them in generating or improving revenue and then they would joyfully invest more and more. But every marketer knows that it is wrong. And this is one of the ongoing marketers challenges for quite some time.
Marketers should onboard their clients only after they have an agreement on allocating a good part of their annual budget in the first quarter. If you offer a service that no one offers or introduce a product which is one of its kind, you have the luxury to take it slow. If you already have a lot of fishes in your pond or sharks in the sea, you should definitely go with a bang. Or else you will not be recognized at all.
2. Consistency in creating content
Creating content with consistency is on of the major marketers challenges unless you have a content creation team. Creating content for a B2C business is relatively easy compared to a B2B business. For B2C you can work on the trends, impulses and emotions of your target audience where as in B2B space, most of the time you will stating hard facts and how you save their time and money.
Hence having a content creator or a team that focuses only on content will be boon to have. Encourage and engage constantly with the founders, managers and other employees to come up or help you with content.
3. Adopting to the platform changes
Advertising platforms like Google, LinkedIn, Facebook, Instagram and Twitter are constantly changing their advertising policies, marketing partnership rules, SEO algorithm. As platforms are coming up with new types of ad campaigns, content, audience and reporting. Marketers are not encouraged to be couch potatoes anymore and marketers have to deal with the challenges like this.
You need to update yourself constantly about the recent changes in the platforms. For search engine related updates you can refer Search Engine Journal You can sign up for the newsletters and engage in community platforms where your peers will discuss any updates. For that first you become a giver to become a taker in those communities and form a circle of peers.
4. Fathom the followers
Followers are potential customers. If you have gathered a decent amount of follower-ship in you social media through organic content and paid campaigns, please don’t stop there. Throwing any type of content will not satisfy the need or want of your followers, they always can jump ship. Now-a-days there is a lot out there to follow not just your competitors from the industry but a lot of distractions are there and it is humanly possible to follow only a few and not all. Hence you should always engage your customers with periodic and relevant content. Run contests, build a community, make them expect the next content you publish by creating anxiety through your content.
5. Creating mobile first & responsive content
For years you’ve been hearing about the mobile revolution. As former Google CEO Eric Schmidt put it, “the trend has been mobile was winning. It’s now won.” In the last several years, marketing experts are advocating a mobile first approach. If you want to capture your share of the ever-expanding mobile market, make sure your website is set up for mobile users. It is important for the marketers to think as a mobile user first to understand the quantity and quality of content that fits the 5 or 6 inches screens rather than the desktop version. This means they should be ready to create content separately for mobile and desktop users if needed.
6. Establishing an omni-channel Marketing strategy
If you need authoritative presence of your brand or need to engage your potential customers in many platforms, ‘Omni-channel Marketing Strategy’ is what you should build and execute. You need different platforms for different types of content like Rediff, medium for blogs, Facebook and LinkedIn for B2C and B2B posts, Instagram for reels, short videos for YouTube. Of-course there is a giant in the house we are yet to address, Google. Of course, as a marketer we should optimize the content as per search engine’s requirement. It is always advisable to start publishing your content in your website. Let it be a blog, reel, video, infographics or anything, post it in your website first. It gives the exclusivity of the content. Furthermore, every content’s origin should be from the official website rather than a social media or blogging platform.
To make your life simple, you need to choose a platform which can help you post your content in all the major social media platforms and run campaigns on multiple ad platforms. By doing this you would save a lot of time jumping between platforms or missing a couple of platforms. This also helps you gather the reports of all platforms in one place and analyze the data with your client.
Note:
AskJuno is building a platform that caters the needs of an online marketer, that are mentioned above. No matter, you being a marketer for your own business or a freelancer or an agency employee. We will address your needs in every release. Kindly comeback and check with us to know more about the launch of CaLeB (Campaign, Asset & Lead Engineering for businesses).
