Top Global Marketing Issues And Solutions

1. Generating Traffic and Leads

2. Providing ROI for Your Marketing Activities

3. Securing Enough Budget

4. Managing Your Website

5. Targeting Content for an International Audience

6. Training Your Team

7. Hiring Top Talent

8. Delivering an Account-Based Marketing Strategy

1. Generating Traffic and Leads

Generating enough traffic and leads was the highest global marketing issue, consistent with the 2017 and 2018 State of Inbound reports.

A 2019 survey from Vital shows that quite 35% of marketers face challenges associated with leads and/or traffic, showing that this trend still continues.

In fact, the highest priority for marketers in 2020 is generating leads.

Why it is a Challenge?

Clearly, marketers are battling producing enough demand for his or her content. And because the years' progress and competition stiffens, this may only become truer. With numerous options of platforms for marketers to publish their content and even more ways to market it, it's hard to understand where to focus your efforts.

What are you able to Do?

When it involves creating content that produces enough traffic and leads, marketers should ask themselves two questions: Are you truly creating high-quality content -- the sort of content people would pay for? And, does one know the sort of content your audience actually wants?

In 2020, the foremost common customer marketing tactic is creating exclusive content for patrons.

Once you recognize you're creating the sort of content your audience wants, the main target shifts to promoting it during a way that creates your audience notice. Quite ever before, people are being flooded with content. Consumers do not have to use an inquiry engine to seek out answers. Instead, articles fill their news feed or buzz in their pocket via mobile notification.

2. Providing the ROI of Your Marketing Activities

Measuring the ROI (return on investment) of your marketing activities has remained a top marketing challenge globally year-over-year.

In fact, only 53.85% of marketers surveyed say they even measure Customer Acquisition costs.

It continues to be an important way for marketers to know the effectiveness of every particular marketing campaign or piece of content.

Plus, proving ROI often goes hand-in-hand with making an argument to extend the budget: No ROI tracking, no demonstrable ROI. No ROI, no budget.

Why it is a Challenge?

Although the return on investment may be a crucial stat that shows the success or progress of your campaign, tracking the ROI of each single marketing activity isn't easy, especially if you do not have two-way communication between your marketing activities and sales reports.

What are you able to Do?

When it involves providing ROI, there is a strong case to be made for dedicating time and resources to establishing links between marketing activities and sales results. This suggests using both marketing software and a CRM solution, then tying them together to shut the loop between your marketing and sales efforts with a service-level agreement (SLA). That way, you'll directly see what percentage leads and customers are generated through your marketing activities.

We've found there is no better combination than having an SLA and doing inbound marketing. Consistent with the 2018 report, inbound organizations with SLAs had twice the ROI of misaligned organizations.

3. Securing Enough Budget

How are you able to create a winning marketing campaign without a budget? The reality is, it's pretty hard. But, even once you have an excellent, revenue-generating idea, you continue to usually get your budget approved by a higher-up.

For 2020, 64% of marketers said their marketing budget has increased.

Why it is a Challenge

Securing more budget may be a pressing challenge for marketing globally. And often, getting more budget is simpler said than done -- especially for smaller organizations that are not working with sizable nor flexible marketing spend.

But the key to securing extra money for your team won't be that complex. Here's what you'll do.

What are you able to Do?

The key to unlocking the budget lies in having the ability to prove the ROI of your marketing efforts. Consistent with our report, organizations which will calculate ROI are more likely to receive higher budgets.

Again, success with inbound marketing also plays an outsized role in driving higher budgets. Effective strategies obviously produce results, and our data shows those that feel confident in their marketing strategy are quite 2X as likely to urge higher budgets for his or her marketing teams. But remember, inbound marketing may be a long game. If you get off to a slow start, you shouldn’t backtrack -- actually, you would possibly consider doubling down.

4. Managing Your Website

Although managing an internet site is consistently a challenge to marketers, it seems to be growing less threatening.

Throughout the past few years, fewer and fewer marketers are worrying about it as compared to other challenges like "identifying the proper technologies," which rose from the fifth to the fourth biggest challenge in 2018's State of Inbound Report.

In 2020, 63% of marketers are looking to form an internet site upgrade.

Why It's Still a Challenge

Managing an internet site was the fourth biggest challenge for marketers in 2017. And the likelihood is that your website's performance is high on your list of priorities. It's an asset that works round the clock to attract visitors, convert them, and assist you to hit your goals, after all.

Issues with website management include a spread of various factors, from writing and optimizing the content to designing beautiful webpages. Here are a couple of things marketers can do to affect this challenge.

What are you able to Do?

First, read this report back to see how your website stacks up against over 1 million other websites. It also includes a deep analysis of the four most crucial elements of website performance and style, from average load time and website security to mobile friendliness and SEO.

If your primary challenge with managing an internet site has got to do with the talents and resources you've got available, you are not alone. This is often very true for little companies who do not have all the talent in-house required to hide content, optimization, design, and back-end website management.

One solution? Hire freelancers and agency partners. To seek out freelancers, we recommend:

Tapping into your personal and professional network by posting on LinkedIn, Facebook, and other social networks with an outline of what you are looking for.

Browsing freelance writers and designers supported their portfolios and areas of interest.

Overall, you'll make website management easier on your team by hosting your website on a platform that integrates all of your marketing channels.

Finally, for the projects you would like to stay in-house, here may be a list of e-books and guides which may be helpful to your team:

Run an internet site Grader report

E-book: Website Redesign Guide

E-book: 77 Brilliant Homepage Design Examples

E-book: the way to Design and Optimize Landing Pages

Blog: 27 Ways to Drive Traffic to Your Website

E-book: the last word Workbook for Redesigning Your Website

E-book: The Marketer's Guide to Mobile

5. Targeting Content for a world Audience

Targeting may be a key component of all aspects of selling.

With 59% of marketers surveyed currently marketing internationally, it is vital to possess a world strategy.

To be simpler at targeting, one among the primary things any marketer needs do is identify their buyer personas to work out who it's they ought to be marketing to.

Why it is a Challenge

If you're expanding internationally, it is often an enormous challenge not only to work out the simplest ways to plug to a world audience but also to arrange and optimize your site for various countries.

However, exchange rates are marketers’ biggest challenge with international marketing.

What are you able to Do?

Download our free eBook. There are some really helpful tips in there that'll assist in giving you some direction on global marketing, including the way to identify your top three growth markets, the way to explore local trends, and recommendations on choosing the simplest localization providers.

Additionally, when marketing to a replacement region, the foremost common tactic marketers use is to shift their product offerings.

Remember, your website visitors might speak a plethora of various languages and sleep in totally different time zones. To form your content appealing to a good audience, you will need to stay your global visitors top-of-mind when creating all of your content. This suggests being conscious of seasonal references, translating units of measure and monetary references, and giving translators the tools and permissions to customize and adapt content for a selected audience once they got to.

Finally, make certain you're optimizing your website for international visitors, too. For more tips and resources on global marketing expansion, browse our international inbound marketing hub.

6. Training Your Team

As companies’ scale and technologies still evolve, training your team will become a greater challenge for marketers.

Why it is a Challenge

Whether it's training them on the concepts and tools they'll be using a day or ensuring they're achieving their full potential, the struggle is real across the board.

To combat this, I’ll share some tips I’ve used during my training to form sure the concepts and gear tips stick and have an enduring effect on your team and your marketing.

What are you able to Do?

To get an overall idea of where your team stands, take a couple of minutes to assess each of your team members' marketing strengths and weaknesses, levels of experience, and passion/commitment to your company. Then, objectively rate the priority (or level of importance) of their expertise and their contribution to bottom-line objectives (ROI) so far.

You also might consider requiring your team members to rack up some online marketing certification. Google also offers training and certifications on analytics with its online Analytics Academy.

What about new hire training, specifically? We recommend creating a training plan for brand spanking new team members.

7. Hiring Top Talent

Hiring top talent is another challenge marketers commonly report experiencing.

Why it is a Challenge

Many companies are shifting more resources to inbound marketing, which suggests higher and better demand for top marketing talent. But supply simply isn't maintaining. From sourcing the proper candidates to evaluating for the proper skills, finding the right person could take months ... or more.

What's more, the sort of selling talent companies are trying to find is changing, too. Consistent with a 2020 report from LinkedIn, employers are seeking marketers with soft creative skillsets also as hard technical skills. And therefore the quick rate at which the demand for these jobs is rising has caused a marketing skills gap, "making it difficult to seek out candidates with the technical, creative, and business proficiencies needed to achieve digital marketing."

What are you able to Do?

Employers are trying to find marketers with various skill set that has digital marketing, content marketing, SEO, and social media marketing. To seek out the simplest inbound marketer for your team, the primary thing you ought to do is decide what that person must be ready to achieve for your business.

Ask yourself: what is going to the new marketer's tasks and duties include? What skills do those tasks and duties require? What goals or challenges will the new marketer face? Use your answers to those inquiries to write a compelling description. (Here's an extended list of pre-written marketing job descriptions to assist you to start).

Next, post your jobs where talented inbound marketers will find them. While traditional job sites like Indeed.com, CareerBuilder.com, or LinkedIn will assist you to cast a good net, we recommend finding out Inbound.org, which is that the only job listing service within the world that's exclusively focused on inbound marketing and sales jobs.

Finally, focus your description and new hire 100-day plan on what people value most in their careers.

LinkedIn data from 2020 shows that 87% of active and passive job candidates will consider new job opportunities. Additionally, the amount one reason candidates will consider or accept employment is career growth. This suggests that job listings and company culture that provide employees an idea for growth will see the foremost interest from talent.

8. Delivering an Account-Based Marketing Strategy

Account-based marketing (ABM) may be a new trend, which may be a growth strategy during which marketing and sales collaborate to make a customized buying experience for an identified set of accounts.

However, interestingly, the foremost common challenge with ABM is delivering a customized experience.

Why it is a Challenge

Currently, there aren't tons of software that are focused on account-based marketing. Many companies that are implementing ABM strategies are using manual methods, which suggests some accounts are becoming lost within the cracks.

However, marketers strongly agree that personalized content (56%) and advanced data management (43%) are keys to ABM's success.

What are you able to Do?

To deliver a more personalized experience, you ought to use software that helps you mix your sales and marketing information.

ABM software help unite your marketing and sales teams with collaborative, intuitive ABM tools that make seamless buying experiences for your highest-value accounts.

This software can enable collaboration among teams and personalize content.

Designate has consistently increased conversion rates for its clients by engaging the most sophisticated metrics and tools to acquire, engage, and convert target audiences across domains. Get in touch to know how we can boost your ROIs.

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