We’ve all heard the world becoming a global village where connectivity is in excess instead of serving as a facility. Thanks to the internet and social media, a person from the Far East can communicate and collaborate with Americans in real-time. We’ve also been told that around 4.48 billion people are active social media users today, accounting for nearly 57% of the global human population. But how many of these constantly online potential consumers can you even reach through digital marketing endeavors?
As you can see, that’s the million-dollar question marketing managers in 2021 ask themselves. You are fortunate if even a minuscule number of active accounts respond to your posts. Young adults (aged 18 to 29) claim that 90% of them are constant social media consumers. But even they can’t figure out secrets to succeed in digital marketing. So, what are the challenges a modern-day marketing expert faces? How do marketers remedy these challenges? Let’s find out about these mysteries in this article:
Eight challenges modern-day marketers must overcome
- An inexperienced team
Many marketing endeavors remain futile when an inexperienced team executes them. How to ensure that your subordinates give it their best shot? You should surround yourself with people who understand digital marketing strategies and possess the technical knowledge to generate the required results. Distance learning enables students and employees alike to acquire education from the comfort of their homes. Several programs are available digitally that can help your team members enhance their marketing expertise. They can pursue a social media marketing course online to increase their know-how about managing and using social platforms to generate business results. This course will help them create terrific marketing strategies for you and leverage tactics such as content marketing and viral marketing to your advantage.
2. Constantly producing content
Marketers struggle to produce original, interactive, and high-quality content. A 2015 survey shows that B2B companies spent over $5.2 billion annually on content production. However, around 90% of them still couldn’t justify the budget for fresh content. How do you make your content feel genuine while interesting for the target audience? The solution lies in repurposing the content, i.e., converting articles into videos/infographics. Similarly, keep your content concise for better customer engagement.
3. Cutting through the competition
The realm of digital marketing has become increasingly competitive. Brands are constantly under pressure to boost their USPs and produce something more attractive than rival products. Marketers now leverage online platforms such as SEMrush to analyze which strategies their competitors are currently executing. Others try to make their content “go viral” to gather a quick response from the target audience. Creating viral content involves finding a hook and producing shareable content to suddenly grasp people’s attention. Such content can provide you enough reach cost-effectively with credible leads. This strategy will help you beat the competition and attract more customers.
4. Finding the right platform
Some marketers can’t discover/choose the perfect platform to advertise their products/services. They don’t wish to waste resources on platforms customers don’t utilize to follow brands. For instance, around 44% of marketers leverage Facebook Messenger for marketing purposes, whereas just 13% of the audience stays active on it. Don’t forget that every platform has its unique benefits. Twitter is where you can establish a personal connection with consumers, while Instagram helps you leverage influencer marketing as a robust strategy to generate qualified leads.
5. Creating quality visuals
You might’ve heard that people forget things after just reading about them, but add a picture and they’ll remember more about the same things. Studies have shown that articles accompanied by relevant images get 94% more views than non-visual articles. Marketers contemplate today creating original pictures. But, if it seems expensive to you, there are high-quality stock images available online. You can now refer to Pixels, Pixabay, or Unsplash to use stock photos for your next article.
6. Plummeting organic reach
Google’s algorithm is getting smarter with time and marketers struggle to reach their audience organically. Companies and online businesses have started to witness their organic reach plummet drastically. To counter this, they must focus on building digital authority and targeting posts to reach the right people. Marketers can try microtargeting that involves massive personalization. Companies assess customer’s information to communicate with like-minded individuals more likely to be interested in their advertisement. This practice significantly increases the engagement and likelihood of converting leads into paying customers.
7. Increasing audience engagement
Does a goldfish have a longer attention span than human beings? Don’t believe in these debunked misconceptions anymore! Though people’s attention span has shortened. It’s now dropped to eight meager seconds, as per a study by Microsoft, which means that trends don’t last much longer.
This challenge involves a disengaged audience not responding to your content. Marketers often struggle to find interactive methods to trigger a response from internet and social media users. How to generate proper engagement today, then? Most marketers define engagement with likes, shares, and comments or retweets. Some describe engagement as inspiring an emotional response or encouraging customers to take a marketable action. And you can overcome this challenge by producing quality content.
8. Increasing contents’ shareability
How to increase your content’s shareability? Marketers depend upon their target audience and customers constantly sharing their content, thereby bolstering the website’s visibility and searchability. Experts recommend some strategies to convince the audience to share your content. These strategies include writing powerful headlines, converting roundups into articles, and producing long-form content. Also, you can insert social share buttons in content forms such as ebooks to encourage more readers to share them with their contacts.
Most importantly, focus on mobile optimization as Google has switched to a mobile-first algorithm. Since around 54.8% of the internet traffic comes from smartphones, websites must focus on how their content appeals to mobile users. Hence, don’t forget to make your website mobile-friendly.
In July 2021, Caroline Forsey of Hubspot surveyed marketers to discover which problems and challenges eluded their expertise. She found out that 47% of marketers couldn’t generate enough leads and traffic. Similarly, one-fifth of them failed to provide sufficient ROI for their marketing activities. The third-most dominant challenge was delivering an account-based marketing strategy. Furthermore, securing the required budget and managing their websites followed as the subsequent big problems faced by digital marketers.
What goals should marketers set for their future? We can probably find some digital guidance by the Sprout Social Index published in 2019. It shows that 70% of marketers were determined to increase brand awareness, whereas nearly 60% were interested in sales/lead generation. Over 40%, on the other hand, wanted to increase website traffic, brand audience, and community engagement. Education – we assess – can help marketers prepare themselves and their teams to create improved marketing strategies.