Example: Challenges with Web Marketing
The marketing landscape’s recent shifts
Making marketing decisions based too heavily on historical metrics alone won’t cut it, not when the ground has shifted so dramatically beneath our feet. We have seen the diluted impact of many previously successful tactics and strategies. Everyone has.
Problems are a part of the sales and marketing timeline. The more problems we solve, and the bigger they are, the more likely our solutions will be useful. We can spell that out for visitors.
We are fully committed to strategies we believe will solve them. The keyword audience analysis and the topic hub framework are key elements of web marketing’s “click-handling” element. Yin and Yang.
So, what changed?
Economic Trends, Dominos
Rising costs, budget constraints – you know the drill – it leads to the next problems
Ad and Social Platform Shenanigans
Constantly moving goalposts make it tough to keep up – partly as a result of the above
Lower Conversion Rates
The return on investment suffers when clicks have more variability – as a result of the above
Tragedy of the Commons
People are joining in the fray. When too many do the same thing, it becomes unsustainable
Lack of Differentiation
Blending into the crowd doesn’t help you stand out
No “Solution Sales”
Pushing services without solving core business needs
Unreliable Data
Making decisions based on flawed or misinterpreted data
Why highlight marketing problems?
You might be surprised to see us be open about web marketing problems. However, laying out the challenges honestly and transparently is crucial to developing confidence.
Plus, we highlight problems because solving them is the reason we exist.
Marcus Sheridan is a content marketing luminary and has an article on why it’s important to talk about problems out in the open. It is good to acknowledge any fear, uncertainty and doubt. Address it head-on.
Summary – Markets Changed
If you can’t reach audiences in the same way, then we have to consider that things may not go back the way they were. It’s just more important than ever to maximise all our click opportunities.
We are proud of our successes but can’t sit on our laurels. We align our interests with clients’ growth because their continued success allows us to maintain long-term partnerships. We have to come up with solutions that address the
Why don’t others talk so openly?
We speculate
- Many will not have noticed changes because they are not used to great results.
- It’s easier to win clients with a positive spin rather than nitty-gritty.
- If you haven’t fixed problems yet, why mention them?
What’s the Answer?
Embrace website content as sales content, and try to help all visitors to make decisions. It’s the whole reason for the visit.
Creating opportunities could be as simple as writing. By understanding audiences and working with the topic hub as a concept, we know what to say and where to put it.
