By McNall Mason – Digital marketing is evolving fast and growing more integrated, personalized, strategic, and complex in the process. Constant updates to marketing tools, tactics and algorithms can be dizzying to keep up with especially for organizations with a small budget and a team that is stretched thin, focused on immediate results, and wearing many hats.
In today’s world where instant gratification is the new norm, it takes stamina to consistently execute on an inbound marketing strategy, especially when ROI is not immediate. This is a common struggle for Xerox channel partners as well as most other SMBs, including many of your customers.
Here are five top marketing challenges facing Xerox channel partners along with tips for driving results:
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- Skill gaps:
Most SMBs have a marketing team of one, and more often than not they straddle marketing plus sales, admin support, or customer service. There are simply not enough hours in a day for one person to be an expert across all integrated marketing strategy let alone stay up-to-date on trends and execute tactics fluently.In this situation print partners should focus first on:- Ensuring the website provides information buyers need and fully understanding why your website is your most important business asset
- Knowing the audience and using a technique called buyer personification to drive demand generation
- Developing and publishing website content that’s aligned with the sales funnel
