Solutions to Problems Encountered by Marketing Agencies
Hard as it may seem but it is difficult to imagine our world without marketing. Daily, we are accustomed to seeing adverts, newsletters, brochures, email campaigns everywhere.
Greatly influenced by modern technological solutions, it has become even more integral and customized than ever. Nonetheless, getting to know your target audience, trying to engage them and turn them into your customers is still the ultimate goal.
Surprisingly, with advanced technological solutions all around us that avail marketers the capacity to get closer to their target audience and truly understand their needs, there are still several problems as regards to marketing.
In the field of marketing and business, marketing agencies are experiencing more difficulties than their colleagues in the corporate world. Here are some of these problems.
- Not Asking Questions
These days, there are platforms and tools for communication, but some marketers forget to listen to their audience. Regardless if it is their clients’ or brand’s potential or even existing customers, some of these agencies have turned their focus from understanding customers’ point of view to making the most out of everything that’s available to them.
Only efficient marketing agencies are still the ones asking questions to understand their target audience better. They know that you can have all the tools in the world available to you and you will still need the human touch.
Simply put, the fears, the opinions, the desires and individual problems are just some of the things that are only revealed to those that ask, and ask the right questions.
- Forgetting That There Are Different Channels For Communicating
There are several different channels available to marketers does not mean they use all of them. For instance, there are agencies that are present everywhere but post regularly on only a few platforms.
Modern customers want more from the brands. What this means is that customers want different experience every time they interact with you on platforms you use. There is a research that concludes that 87% of customers feel that brands should put more effort in talking about customer experience.
These agencies should pay more attention to being diverse in their communication.
Select the channels you know are essential to the business. Never forget that you should post unique contents across your selected channels if you truly want to engage and grow your audience.
- Very Slow At Adapting to Digital Changes.
The marketing world has been changed by digital revolution. The change has not given enough time for some marketers to learn everything they will need for this digitization. Fast learning and faster adaptation and also perfect execution are therefore necessary for those who wish to stay on top of this game. Marketing on Google, marketing on social media, numerous analytics tools and so much more have opened up new opportunities for experts only if they are willing to take up courses and adapt fast enough.
- Not Securing Enough Budget
There is this common problem faced by marketers all around the world, especially for those working in agencies. It is when you have worked on a great strategy and you are trying to suggest your budget but then, your client decides to cut it!
If you know that your suggested budget was necessary in order to achieve the results, and the use of the platforms you stated in the strategy was also necessary, you may be forced not to proceed because the budget was not approved!
Marketers that are more confident in their strategies will be better at making the client understand why this strategy is exactly what they need. Else, in an event where you are not sure whether your strategy really needs that budget, your client will feel the same way.
So in order to achieve this, you may want to focus on ROI and make your client understand all the other benefits he will enjoy if he accepts the terms of your strategy. Knowing how your strategy contributes to the overall results is your winning move!
- Not Identifying a Unique Selling Point (USP)
Sadly, many agencies are struggling with determining the unique selling point of products. More than ever before, customers are faced with more brands as a consequence of the digital age. For this reason, some marketers assume that it is impossible to always find something unique. The unique selling point of a product should never be overlooked or fail to be identified as this alone can increase conversion rate by 40%.
In order to do this, you have to understand that the USP does not have to be something that competitors do not offer. The same products or services can be provided but a selling point has to be identified. This could be in the form of a better execution of SEO as opposed to the competitors, a niche the agency operates in or better still a higher rate of clients come-back.
- Team Training
Engaging in workshop training will pose a great challenge for marketers as companies strive to scale and technologies continue to evolve daily. It could be in form of training your team on the concepts and important tools they will be using daily and making sure they are attaining their full potential. To get a picture or to understand where the team stands, you can spare a few moments to assess each team member’s marketing strengths and weaknesses, passion, level of expertise and commitment to the agency.
Once this is done, objectively assess the level of importance of their expertise along with their contribution to the bottom line objectives. This will help you to evaluate and identify who amongst your team members need to be coached. Team members can also be motivated to take up online marketing certification to help master their crafts in inbound marketing. Google offers training/ certifications on analytics on their online analytics platform.
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