Marketers will always face challenges, but with the growing number of marketing channels available today there is an increased need for marketers to identify and analyze common marketing problems.
The three most important constructs in this case study are: competitive landscape, customer journey (or funnel) map, and value proposition map.
The “marketing problems examples” is a blog post that discusses three common marketing problems. The article discusses the importance of identifying and analyzing these problems.
For almost a decade, I’ve worked as a marketer. I’ve spoken to hundreds of prospects and now customers throughout that period, and I’ve come to the conclusion that everyone has similar marketing issues with slightly different symptoms.
My purpose as a marketer is to assist customers in achieving marketing success. Everyone aspires to be a marketing success story. More calls, more leads, more traffic, and more sales are all examples of this.
With the convergence of marketing channels, changes in customer behavior, and technological improvements, determining the road to marketing success may be tough.
Let’s look at each of these three frequent marketing issues and how to solve them.
Identifying a Marketing Issue
When it comes to discovering a treatment, marketers, like physicians, confront similar challenges.
My initial call or meeting with a prospect is similar to a doctor’s consultation. It’s time to get down to business after the first pleasantries and needed niceties. Surprisingly, it always begins the same way. The prospect addresses a perceived issue, offers a diagnosis, and even suggests a course of action. It seems to be something like this:
Marketing success = perceived issue + fundamental cause + treatment plan
Prospects, like patients seeing their doctors, have already combed the internet for information about their condition. This is the equivalent of browsing through WebMD: reading blogs, industry material, and other resources. They’ve also discovered a primary cause and one or more remedies to their issue after a lot of reading.
Consider these to be therapy possibilities. They’re certain they need to boost site traffic, launch a paid search ad campaign, establish a new website, or any combination of these and other options.
So, what’s the missing piece? An expert’s confirmation as well as a prescription.
However, based on my extensive experience and hundreds of meetings with prospects and customers, I’ve come to the simple conclusion that everyone has one of three issues: visibility, conversion, or measurement.
The Three Marketing Issues
1. The Issue of Visibility
This is probably the simplest issue to identify. You have a visibility issue if you can’t be located, whether locally or online. The following are some of the most common signs of a visibility issue:
- a lack of foot activity at a physical shop
- Website traffic is poor (or non-existent).
- low amount of phone calls
- poor (or non-existent) search engine rankings
- Search results pages are being taken over by rivals.
- brand recognition is minimal or non-existent.
- a lack of a website or structural/technical issues with a website
- a lack of visionary leadership
A solid internet marketing plan that includes any, or a mix of the following, may alleviate a visibility problem:
- optimization for search engines
- PPC (pay-per-click) campaign
- Campaigns to raise public awareness
- advertisement on the screen
- Public relations and thought leadership efforts on the internet
When it comes to a visibility issue, most prospects I’ve met with have the diagnostic correct. They may examine the competitive environment using tools like SEMrush to see where they fall short in terms of online exposure. However, a lack of visibility may not be the only issue. A visibility issue is often obscured by another issue.
2. The Issue of Conversion
A conversion issue is often misdiagnosed, since there might be a number of underlying reasons causing lower-than-expected conversions. The following are signs of a conversion issue:
- low rates of form submission
- leads of poor quality
- The website generates no closed leads.
Any company’s success depends on its ability to convert prospects into customers. While their first suggested solution may be to improve website traffic in order to create more leads via organic, sponsored, social, or display marketing, a conversion issue might have deeper origins. These are some of them:
- a website that isn’t focused on conversions (not mobile-friendly, lack of phone number, lack of offers, no chat or easy-to-contact function, etc.)
- The capacity of information and offers to motivate action is lacking.
- There is a gap between campaign objectives and methodology among inside workers.
- The source of converted leads is not effectively monitored.
- Leads that have been converted are not cultivated.
The majority of conversion issues stem from a poorly designed website. And by badly, I don’t mean that the design isn’t appealing to the eye. Websites that seem attractive but lack essential conversion features such as easy access to a phone number, trial/demo or giveaway offers, no email subscription strategy, no content or persona-specific offers, or just awful call-to-action designs are common.
In other circumstances, the issue is an internal one, with the marketing, sales, and support departments not communicating effectively. For example, your website’s pitch differs significantly from that of your actual salesmen. A converted lead from your website is often ignored or dismissed without ever being given a chance to be considered. “The organization is too tiny to need our services/product,” “the individual enquiring is not in the suitable job or position,” “the lead offered a personal email rather than a professional email,” and so on. The list could go on and on.
As you can expect, tackling the conversion issue is not a simple undertaking, but it is necessary in order for businesses to retain or create a strong pipeline of new prospective customers. This leads us to the next typical marketing stumbling block.
The Problem of Measuring
Prospects often discuss how they attempted a marketing campaign or channel and found it ineffective; it was a waste of time and money. To attain their marketing success objectives, they usually look for the next best choice or therapy.
The following are characteristics of a measuring problem:
- a scarcity of website performance indicators (no Google Analytics tracking or other form of general website tracking)
- a lack of understanding of the most fundamental website traffic metrics
- other channels aren’t being tracked (phone calls, off-line campaigns, etc.)
- there isn’t a CRM system in place inside a corporation
- Internally, there is no system for monitoring leads or potential possibilities.
- a preoccupation with trivial measures
It’s simpler than ever to keep track of everything, from phone calls to the amount of hits your Facebook post gets. Tracking, on the other hand, is often either absent from the marketing equation or so basic that it may as well be nonexistent. For example, a phone call may have been prompted by a current sponsored marketing campaign or a recent ad in a trade journal. When a prospect calls, no one asks how they heard about the firm, or if they do, they don’t track the lead correctly and assign it to the incorrect channel.
When it comes to online marketing, most prospects who describe previous efforts at marketing their business through strategies such as SEO, PPC, or social media have little to show in the way of metrics; no PPC landing pages, no phone tracking, no ad performance tracking, and no URL or conversion source tracking, to name a few.
It’s tough to determine whether anything worked or not if there are no concrete measures to look at. Tracking is essential for making informed judgments and prudent marketing investments. We marketers use analytics to establish diagnoses, much as your doctor may look at your family and medical history for hints about what’s causing your pain or sickness. Changes in campaign direction or refining of current efforts are fueled by tracking.
Treatment for Marketing Success
It’s crucial not to get carried away with the symptoms or diagnoses that the client has previously recognized or presented when prescribing a treatment plan for them.
To fully diagnose and manage the issue, we as marketers must look at the whole picture and discover the underlying reasons. We must do some testing until we determine the real root cause of the issue and recommend a treatment plan, much as a doctor may need a battery of tests before reaching a definitive diagnosis.
It’s not simple or quick to achieve marketing success, particularly when you’re dealing with many issues. The goal is to ensure that you collaborate with customers to identify the true problem and develop the appropriate treatment plan for them.
So be cautious not to leap to any judgments the next time you hear a prospect discuss their apparent issue. Their issue will very certainly be one of visibility, conversion, or measurement. Before recommending a treatment strategy, you must examine the symptoms and determine the core cause. After all, you don’t want them to tell the next vendor about your unsuccessful campaign.
Have you ever dealt with any of these three issues at your company or as a consultant? Let us know what you think in the comments!
The “companies with marketing problems” is a problem that can be found in many companies. There are 3 common mistakes that occur when analyzing the marketing of a company.
Frequently Asked Questions
How do you identify marketing problems?
A: There are many types of marketing problems that can affect an organization. For example, a marketer in charge of advertising for a specific product may be presented with multiple options and must decide which one will have the most positive effect on their business.
What are the common problems of marketing?
A: The main problems of marketing are that there is a lot to know and it takes time. It also involves understanding the consumer, which can be difficult.
What are 3 common marketing strategies?
A: Common marketing strategies are advertising and promotional efforts designed to introduce new products or services, increase awareness of a companys offerings, and build stronger customer relationships. Depending on the sector being marketed to will determine which strategy is used.
- marketing problems and solutions pdf
- identify market problems
- list of market problems
- companies with marketing problems 2021
- why do you need to identify market problems