Getting new business is the lifeblood of every company, so it’s no wonder marketing is one of the most valuable functions of every organization. These challenges give marketers the most headaches.
This one takes top spot according to HubSpot’s 2017 State of Inbound Marketing report, which showed 63 percent of respondents found it challenging. It’s not because of a lack of content, either. Content marketing as a concept has matured enough that most companies know they need to produce it. The difficulty lies in identifying the type of content customers want, and?promoting?it in a way that reaches them across all the channels they consume.
How to fix this: Implement a research- and data-driven marketing program, and don’t do anything unless?stats prove conclusively that it’s what your audience wants — and that it will reach them.
It seems hard to believe that anyone should have difficulty managing a website, but the truth is that competing against millions of other sites creates a logistical nightmare. To perform effectively and generate?traffic and leads, your website needs to optimize the following:
- Loading speed (across all devices)
Each of these areas is?a specialized field that can’t be managed as another ball in the air. And with scam artists promising to “get you on the first page of Google,” it’s easy to fall for the promise of an easier ride.
How to fix this: Avoid “marketing miracle” offers and look for a marketing company or team that can prove its ability with contactable references. Don’t focus on getting the lowest price, and remember the?adage: if it seems too good to be true, it probably is. ?
Following hard on the heels of the website management issue is the challenge of identifying the right marketing technology (martech) to use for your audience. Between the alphabet soup of CRM, SEO, SEM, PPC and others, it’s difficult for less tech-savvy business people to determine what they really need and what’s simply superfluous.
How to fix this: Align your marketing with your company’s long-term business goals, and?look for martech solutions that offer you more than a short-term fix.
By partnering with an experienced marketing agency, you can leverage significant economies of scale in terms of both expertise and technology, so it isn’t necessary to go it alone any longer.
For more insights on creating successful healthcare marketing campaigns, call Wax Custom Communications at 305.350.5700 or visit waxcom.com.