7 Marketing Problems That Keep You Up At Night

1. Our Visitors Are Leaking

That sounds like a strange statement to make. In this case, “leak” is used to refer to something that would direct visitors off a page and away from the desired conversion aim.

But really, whose fault is it? I’m presuming that you are sending your advertising visitors directly to your main page. Thought so. This is a frequent error that even those with plenty of experience in marketing still commit to. Think about the reality that your homepage likely holds between 30 to 60 connections, and it is unclear how many items there are.

Are you truly taken aback that your guests are roaming about confusedly? We all know that sheep need a herder. Someone to guide them to their final destination. That’s your job.

One visitor, one goal, no wandering around. That means no leaks.

How do you seal up the gaps and stop the spills? Congratulations if you thought “with a landing page” in your mind.

Fixing the leaks with landing pages

How do landing pages solve your leakage problems? By sending your marketing traffic to a targeted landing page you’ll reap many benefits including:

A page designed specifically with one objective in mind, to attract clicks on the CTA that represents your conversion goal
A message tightly matched to the ad clicked to get there
A controlled environment that allows for optimization and accurate analytical measurement

2. AdWords Broke my Credit Card

Using pay-per-click services such as AdWords can lead to quickly spending a significant portion of one’s salary if the user does not have an understanding of the program.

Running a paid ad campaign has countless aspects, making it akin to gambling in a Las Vegas casino. Making errors can be expected when first beginning with ad copy, a call to action, your desired web page, the keywords you’re trying to bid on, and the other firms bidding on the same keywords.

If you want to gain an advantage you need to follow a few key principles:

Message match for Quality Score: One of the biggest factors in how much the cost of your ads is the quality score attributed to each ad. This is dependent on several things, one of which is the destination page, and how closely the content matches that of your ads. The easiest way to get a low-quality score for a variety of ads is to send them all to your homepage. Not only can there be multiple messages on your homepage, but if you’re targeting different keywords, there’s no way they will all correlate to the content of your homepage. By using a landing page for each ad group, you can match the message of your ad more easily and as a result, get a higher Quality Score.
Message match for higher conversions: There’s also a human factor to consider when it comes to message match. If you read an ad that said “We sell blue apples” and arrived at a page with a headline that said “Welcome to the red apple store”, you’d think you were in the wrong place and leave. A landing page designed specifically for your ad will prevent the high bounce rate associated with this message mismatch.
Privacy policies for lead gen: If you are doing lead gen and have a form on your landing page, you need to add a privacy policy link to tell Google (and your visitors) that you are trustworthy. Not having a privacy policy can seriously impact your Quality Score and drive up the cost of your ads – never mind the fact that they probably won’t get shown as better quality ads/pages will trump you in the search results. Finally, place the privacy policy link right next to the email form field to give it an extra trust factor.

Creating pages solely devoted to specific promotions or offers is the key to success when trying to maintain both robot and human customer engagement while decreasing advertisement outlay and cost-per-acquisition.

3. My landing Pages Don’t Convert and I Don’t Know Why

The most effective method for uncovering why your landing pages aren’t performing is to pose a question. Ask your visitors and customers. Inquire about the individual looking at your landing page and not adhering to your requests. The optimal solution to this issue is to incorporate an interactive chat feature or questionnaire on your webpage.

Gaining insight into the why and how of visitor conversion can be incredibly beneficial in identifying how well your landing pages are performing. It’s like gathering information from shoppers at the Apple store about their preferences in buying an iMac rather than a PC. Having someone readily available to answer questions (such as through a live chat service) can be the deciding factor that leads to a purchase.

Once you acquire feedback from engaging with your visitors or collecting information from them through surveys, you will be able to form a more powerful hypothesis for designing a successful page. This brings us back to my last point about what should be evaluated.

4. Our Blog Doesn’t Drive Many Signups

There are three main points to consider here:

Your blog is a great source of inbound marketing and should be considered a powerful tool in establishing your subject matter expertise and thought leadership. This is a critical platform on which to build the trust required to make people believe in you. If they respect your stance on a subject they will also believe that you know what you’re talking about when it comes to building your product/service.
Asking your blog readers to register for your blog update emails enables you to leverage the email list by sending more excellent content to them in the future – such as ebooks, whitepapers, and case studies. These documents can have subtle calls-to-action in them to turn a reader into a customer – providing an extra acquisition path.
You can also add a CTA to your blog (in the sidebar or at the end of each post) which will provide a small trickle of new customers. A good strategy for CTA design is to make them relevant to the category of the blog the reader is in. An example is, if they are in an A/B testing category, you would design your banner with a CTA like “Learn more about A/B testing”. This should lead to a landing page with content related to the subject and how your product provides the solution.

Thus, it is advisable to maintain your blog and configure it in such a way that it brings in revenue through these three approaches. Don’t forget that when your blog grows in quality and size, it will have a greater impact, and achieving the next stage will be easier.

5. Determining Content Marketing ROI

Many marketers find it difficult to demonstrate the returns on their content marketing initiatives. Agents working in the marketing sector said that some of their customers were eager to learn how many conversions can be traced back to a particular piece of content or channel. Frequently, these are companies whose online transformation paths cannot be followed or looked into.

Marketers attempt to address this issue by utilizing a model of purchase intention which assigns different values to customer involvement with certain content, although they possess the understanding that this model is not flawless.

For marketers, the major struggle is finding ways to link content to sales and accurately determining which metrics to utilize in order to estimate how powerful their content marketing projects are on the company’s monetary success.

The return on investment of the content produced within a content marketing strategy is open to interpretation and is heavily dependent on how it fits into the overarching mission of the company. Taking an integrated approach to measuring yields a narrative that focuses on worth rather than just observing activity metrics.

Defining your value story requires a methodical approach.

Clearly identify KPIs aligned with the business mission.
Identify the metrics that will work as a unit to tell a value story.
Identify the sources of those metrics and pull them into a dashboard using connectors.
Create an algorithm that weights each metric in relation to their importance to the “story.”
Analyze performing and non-performing metrics for each KPI on a periodic basis and use to calibrate the approach.

6. Figuring Out How to Feed the Content Beast

Many brands obsess too much about over-producing the ideal piece of content. They are anxious about producing content that is exclusively wanted by their supervisor or individuals in the sales and product departments. The main purpose is to continuously create content that aligns with the customer’s journey.

Buyers are searching online every day. The way they conduct their searches suggests that they need fundamental education. The kind of material that you are anxious to avoid releasing because you assume that your intended viewers are already aware of the fundamentals. You may not be aware of how much persuasion it takes to make your target customer base purchase your products.

Your material should be posted on a regular basis, depending on your customer’s journey, and connected to words that are associated with your company. This is the reason why customers turn to us for content production: we present primary material that fulfills customer desires and does well for the company.

Consistently publishing content in marketing is always challenging due to the obstacles that arise. This may be caused by a scarcity of materials, concepts, organization, and other factors.

The principal objective of using content marketing for businesses is to garner more high-level leads. They also said this was their biggest challenge.

It’s easy to create a lot of content. This is challenging to accomplish while dealing with a large quantity and keeping the standard high. Even if you have plenty of things to work with, bear in mind that you will always fall behind unless you can process things quickly.

An investigation into how often blogs are created suggests that it’s necessary to produce 11 each month for the best results – is it possible for you to make that number of posts on your own? Do you have any kind of system or program in place to help you generate materials such as video recordings, posts on social media, infographics, and eBooks? And how confident are you in its quality?

These are two important considerations that content leaders must contemplate. It would be difficult for even the largest companies to maintain uniformity and regularity. However, we have a structure in place that allows us to provide.

When you collaborate with us, the preliminary research concerning the subject and key terms has been completed. Voice and tone are directed by the content strategy process and audience characteristics are also evaluated. Afterward, we put this plan into action utilizing the specialized knowledge of our writers, SEO guidelines, and buyer’s journey objectives.

You can certainly look into sites that offer freelance employees, but be aware that you may not be satisfied with the outcome. Generally, the standard of the product won’t meet what you hoped it would, and the people in your target market won’t be able to connect to it.

Here’s an approach for making your content resonate deeply at the point of discovery:

Start with an insights process that provides deep understanding, fresh perspective, and a honed vision of what will resonate and fulfill a specific need. In our experience, there is no dearth of available background information to inform story ideation and road map development, but typically information is scattered throughout the organization with no systematic way to capture, analyze and apply it
Model the insights process for a specific need and use the results to create a COE methodology for content insights. This involves overlaying inputs from multiple points such as SEO reports, listening scans, CMS & CRM data, conference reports, sales insights, customer insights, and research reports, etc. Overlay inputs and create a topic “Venn diagram” to determine topics best suited for brand differentiation and marketplace resonance.

7. Maintaining Volume, Quality, Speed

Coming up with engaging, high-quality content that can be produced in a timely manner is a problem that many marketers have to face. Maintaining an adaptable, responsive approach within a large corporate framework often presents many difficulties for marketers.

The main hurdles to successfully marketing a startup are constrained time and resources. Many startup founders understand how the valued regular content release is, however, they do not possess the necessary available time.

We always start by looking at the company blog. How often are you publishing? Are you getting more traffic? Are your keyword rankings improving over time? How often is the competition publishing? Is their content long enough? Good enough?

Then we follow this process:

Start by looking at keywords your audience is using in the buying process and keywords where you can win vs the competition.
Create a list of the content headlines our amazing writing team thinks will resonate with this audience. We also ask them to create a list of things they are interested in writing about. This aligns writers with clients and audiences.
Finally, we ask our clients for feedback and actual ratings of what they want to see published.

We build a weekly content agenda for the entire year from that point!

So there you have it. 10 ways to fix your busted marketing campaigns. How many of these problems are you facing? I anticipate that upon your return, you will have remedied some of the deficiencies and observed appreciable changes in the success of your marketing.