Every manager faces challenges that reflect on their job performance. This is true whether you work in marketing or manage a team of butchers, bakers or candlestick makers. It is more prevalent in today’s marketing climate, however, because it has grown beyond print media and offices on Madison Avenue. A modern agency may employee remote staff, partner with third party businesses and utilize freelancers. The savvy marketing manager tackles the problems head-on with solutions that push the agency forward and lead to unique marketing strategies.
An Inexperienced Team
The Internet changed things in the marketing world, but it opened a lot of doors, too. The downside is you may have to work with people who are well trained in skills like graphic design or writing, but not experienced in marketing. The obvious answer is to train your team on the basics like SEO and analytics, but that takes time.
Solution? Consider working with third party sites that pool together experienced freelancers in both design and content, at least until you can get your own homegrown team up to snuff. Even then, you can still partner up with sites – do I need to say it – like WriterAccess to keep your content fresh and engaging.
Keeping things in the office organized will improve your team’s skill set, as well.
- Hold strategy meetings where everyone can share ideas
- Set up a marketing schedule with actionable steps
- Define roles clearly, so everyone has a job to do
Difficulty Monitoring Marketing Performance
This is an easy fix because all you need is the right tools. Metrics is how you measure the effectiveness of your content. Without it, you waste time and money on campaigns that fail to generate conversions.
The smart approach to analytics is to utilize several platforms to monitor different channels, so you get a complete view of your marketing performance. Look at tools like:
- Google Analytics – Offers comprehensive data about demographics
- Google Webmaster Tools – While you are in Google’s playground, you might as well take advantage of their Webmaster Tools and monitor your site ranking, backlinks and track keywords.
- Buffer – Buffer helps you monitor social media posts and the number of shares.
With the right tools in your toolbox, performance metrics become easier to manage, so you can focus on other things.
Securing the Budget
There is no easy fix for budget woes, but finding ways to prove ROI to clients is a good start. The 2015 State of Inbound Marketing explains that clients are twice as likely to approve higher budgets once they see they are getting a return on their investment. When presenting information to your client, break the numbers down into categories like:
- Consumption data
- Lead-generation
- Sharing metrics for social media
- Sales or conversion metrics
The right presentation will get the budget you need to further enhance your client’s marketing efforts.
No one said it would be easy to be in charge, but you made it to the top. Now, face those challenges with a smile on your face.
Writer Bio: Darla F is a full-time freelance writer who specializes in helping agencies meet their goals by developing creative and engaging content.
