Whether you’re starting your business from scratch or you’re in charge of marketing for a fast-growing company, trying to focus on what you need to do in order to grow can be a daunting challenge.
For one, online marketing isn’t a set of neat little boxes that you can check off once and you’re done. It has evolved to encompass a whole range of disciplines and specializations, ranging from SEO to social media to inbound marketing to content marketing to lead generation and much more.
And each one of those specializations requires its own particular set of skills, such as knowing how to do keyword research, setting up and understanding analytics and reporting, figuring out how to keep costs down and lead quality up and much, much more.
So what can you do if you’re feeling like you’re in over your head when it comes to online marketing? Let’s take a closer look:
Don’t Chase Shiny Objects
Every time a new software or tool is released, it can be tempting to drop everything and wholeheartedly embrace it, learn it and try to integrate it into your stack. This is also how your marketing tech stack gets bloated. Rather than seeking out tools and figuring out how they will integrate into your marketing plan, look at the tasks that your current tools aren’t doing well, and see what software and tools best fills those needs!
Overtimes, there’s a lot of overlap, and there’s also a lot of room to trim particularly outdated or clunky tools that no longer scale with your business. It’s easy to get overwhelmed if you have a dozen tools all doing similar things, and all of your information is spread between them.
Take the time to really look at your marketing tech stack and scrutinize how you’re using each tool. Chances are, there is definite room to make adjustments and in doing so, better consolidate your data while saving money and boosting productivity.
Realize That There is No Quick Fix
Another common problem that can plague even the most well-organized, efficient marketing departments, is the need to see instant results. Of course, paid advertising can bring you some results, but over time that can be expensive.
It’s better to work on growing steadily, organically and consistently. Not only is organic traffic free, it’s also part of a longer-term strategy that’s centered around customer attraction, growth and retention and those things alone make it something worth investing your time and focus in.
Create a Workable Plan
If you’re feeling overwhelmed and like you’re in over your head, the best solution moving forward is to create a workable plan and stick with it. Start from the end and work your way backwards. Consider not just what you want to achieve and how you want to get there, but what tools you want to use and how you want to use them to get that end result.
Analyze the things that will get you to that result. Do you know how much traffic your website is getting? How many conversions? How is your content performing? And don’t just ask questions of your own performance and that of your team, but also how you’re reaching customers: where are they and how do they learn about you? Do they prefer social media? Email? Phone? How are you using your content and marketing to not just anticipate their needs but meet them head-on?
Learn to embrace “closed-loop reporting”. That is, when you create content that goes out to your sales team, you need to know how it performed so that you can tweak it (if need be), refine the message and understand the numbers. How many sales did your content generate? How many users converted into leads? How many didn’t open that email or click? What can you do to improve those numbers?
Ask for Help When You Need It
As you can see, marketing isn’t a once-and-done task that you can get off of your plate while you move on to other things. It’s a continuous process of outreach, growth, scalability and retention. It’s knowing when and how to respond and understanding how to attract the right people who want to hear your message and have enough information to act on it.
And with that being said, it’s okay to ask for help. At Workdom, we specialize in providing detailed, actionable, on-demand marketing solutions across a variety of channels including organic and paid advertising, social media, martech implementation, sales enablement and much more. Put our team to work on your project and get more done in less time with better results.
It all starts with a free, no obligation consultation. Reach out to our skilled advertising and marketing professionals today!