1) Creating Awareness and Driving Traffic
Why is this a challenge? Before your prospects raise their hands to learn more about your product or service, you must first create awareness in their minds.
Marketers need to have a large enough universe of interested prospects and know how to reach these people to bring in the highest return.
Suggestion: Analyze which channels of communication to prospects you’re getting the highest return on and immediately focus on these markets. Gradually experiment with communicating to new markets and keeping only the market segments you get the highest ROI from. Are you using the right online channels (YouTube, Facebook, Pinterest, etc.) where your audience will be? Are you effectively blogging and creating helpful content for your prospects and customers?
2) Reaching the Right Prospects Effectively
Why is this a challenge? To be at maximum effectiveness, a marketer needs to identify key buyer traits and determine how to create awareness within this buyer’s psyche.
Marketers need to fulfill a relevant need or desire of a prospect and be sure marketing communications communicates in the right places where this prospect would be. This is not an easy task.
Suggestion: Develop a detailed analysis of your target universe. Consider buyer demographics, identify their needs and develop a profile of each of your buyer universes. Determine what your prospects are looking for and how you can provide for those needs and wants.
3) Using Social Media to Generate Sales
Why is this a challenge? Few marketers know how to use social media to generate sales. A simple social media presence isn’t enough. There is a science to targeting and engaging on social networks that eventuate in new business.
Suggestion: Intelligent management of social influencers as to timing of posts, content of posts, etc. draw a marketer and prospect closer to a sale.
4) Staying Current with Marketing Trends and Strategies
Why is this a challenge? Marketing has changed dramatically, especially in the last decade with advances in Internet technology. Social media is a new preferred means of two-way communication between marketer and prospects. So how does a professional marketer stay current?
Suggestion: Stay abreast of current marketing trends and strategies by following leading marketing bloggers and Internet resources.
5) Measure and Understand Your Marketing Efforts
Why is this a challenge? Analytical tools abound and paint accurate pictures of a marketer’s efforts. A marketer has to prove that invested effort, time and money are worthwhile.
Suggestion: Professional marketers should be able to connect every prospect and customer back to a specific marketing initiative. Use all available analytics to determine which marketing activities are generating leads and ultimately customers. Copy what’s working and drop what’s not working.
Stay current with technology, reach out to prospects in unique and professional ways and constantly analyze for best results.