7 Common Marketing Challenges + How to Solve Them

7 Common Marketing Challenges + How to Solve Them

7 Common Marketing Challenges + How to Solve Them

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Don’t Let These Challenges Interfere with Growing Your Company

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function.

But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand. One of the keys to successfully marketing a company is consistency along with a clearly defined strategy.

Marketing is often bumped in priority when client or personnel issues arise. Over the years, we’ve witnessed a handful of challenges again and again. These challenges are common in organizations of all sizes and in different stages of the business lifecycle. By building and an awareness and understanding of these issues, you’ll be better equipped to solve these challenges when they arise.

Biggest Marketing Challenges

The challenges listed below are the most frequently encountered by small businesses, no matter the industry or offering.

Budget

Many small businesses feel the size of their budgets will restrict their marketing efforts. So why try? Big brands usually have larger budgets with more online marketing resources, making smaller companies feel like their efforts will get lost in the shuffle. Despite being a common misconception, budget size doesn’t equate to the outcome of marketing efforts. Larger budgets bring more marketing opportunities to explore, however, the execution is far more important than the budget.

Small businesses may lack the budget, but a solid marketing strategy and execution will still yield excellent results. There is plenty of room on the internet for small businesses and large corporations to co-exist and succeed no matter their budgets.   

Lack of Systems and Processes

No matter the size of the business, finding new ways to organize and streamline operations is key to successful marketing. Marketing in the digital world requires managing multiple channels where you can interact with audiences. It’s easy to get overwhelmed. Developing specific systems and processes will save precious time and ensure brand continuity along the way.

Do you have an onboarding process for new clients or new employees? Utilizing a similar approach to your marketing will ensure you have clear documentation and the foundation for scaling your marketing over time.

Ready to take action? Let’s have a conversation

Content for Sales Teams

Is your sales team fully leveraging the content you produce? Many organizations create valuable content for their audiences but fail to use it in the best manner possible. Sales teams can use content as part of the lead nurturing process to help inform prospects about the business. Not many small businesses think about repurposing their content for this purpose, but it is a great way to boost ROI on content creation.

Every great organization requires effective communication to be successful. For sales reps to start utilizing the appropriate content during their pitches, the marketing department should educate them to ensure they are aware of what’s available. Organizing content according to type, audience, and objectives will help sales teams find what they need to bolster their sales

Technology

We are surrounded by endless options for software and hardware to support our companies. There is quite literally an application or technological solution for every aspect of digital marketing. The sheer number of options can lead to paralysis by analysis. And after choosing a specific solution, integrating the technology takes time and expertise to ensure it is implemented properly.

This challenge (and the next three) requires you to either commit to building in-house expertise, or to finding a trustworthy partner who can supplement your team. If these tasks aren’t in your wheelhouse, you should strongly consider partnering with an agency who can build and execute a successful strategy. Having experts in your corner will support online visibility and will naturally assist with lead acquisition.

Ongoing Education

Trying to keep up with the latest trends in marketing is a full-time job. The internet moves quickly, and marketing is constantly evolving. Just as small businesses catch up, the industry evolves again. Remaining on top of the best marketing techniques requires ongoing education that many small businesses simply can’t handle.

Lack of Time

Is there ever enough time in the day? Most organizations are stretched thin on time and resources, which leaves little time to invest in marketing and to further grow the business. If you consistently push-off your marketing, then you should consider an agency partner that can do the time-intensive work on your behalf.  

Lack of Consistency

Every marketer will tell you consistency is the key to success. Unfortunately, consistency is also one of the problematic elements of marketing for small businesses. Small businesses often are forced to sideline marketing for other priorities.

Your Next Steps

Small businesses are constantly facing new challenges when trying to market their products and services. The lack of expertise can result in many missed opportunities for growth. To keep up with the ongoing marketing trends, small businesses can significantly benefit by partnering with an agency with the right resources and expertise. 

For additional insight, check out our articles about what to look for in an outsourced marketing team and what to look for in an SEO agency.

We hope the tips above are helpful in improving your campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

7 Common Marketing Challenges + How to Solve Them

7 Common Marketing Challenges + How to Solve Them

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
7 Things to Look for in an Outsourced Marketing Team

7 Things to Look for in an Outsourced Marketing Team

Outsourcing your marketing is one of the best decisions you can make for your small business. Traditional in-house marketing teams are a great solution for larger organizations that have the resources available to employee experts in the 10+ roles that it takes to run an effective department.

read more
Local vs. National SEO: A Beginner’s Guide

Local vs. National SEO: A Beginner’s Guide

No matter who you target, SEO principles are relatively the same across the board. However, when it comes to targeting locally or nationally, the execution tends to differ slightly. Discover the optimization techniques we use attract customers from precise locations.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

7 Things to Look for in an Outsourced Marketing Team

7 Things to Look for in an Outsourced Marketing Team

7 Things to Look for in an Outsourced Marketing Team

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An Outsourced Marketing Team can be a Smart Investment

Outsourcing your marketing is one of the best decisions you can make for your small business. Traditional in-house marketing teams are a great solution for larger organizations that have the resources available to employ experts in the 10+ roles that it takes to run an effective department. Unfortunately, small businesses face a shortage of time and staffing that often places marketing on the back burner.

An outsourced marketing team delivers many benefits.

Save Time: The most restrictive resource every business has is time. There’s never enough time in a day to handle all your business’s needs and still effectively market your services. With an outsourced team, you can focus on the best and highest use of your time as the business owner.

Reduce Costs: To make money, you have to spend, but how much you should spend is the real question. Marketing can become a costly endeavor depending on your industry and strategy, and the cost of hiring employees only adds to the monthly and annual expenditures. Outsourced teams typically cost half the amount of an in-house marketing team and can often produce better results.

Growth Management: Your marketing team needs to be able to drive and manage sustainable growth for your business. Outsourced marketing teams have more resources to dedicate to your marketing growth since in-house teams are limited to the resources provided.

Outside Perspective: It’s easy for business owners and in-house marketing teams to get stuck in a certain way of thinking and doing things. Working with an external team gives you a fresh perspective on your company, product offerings and branding. This will help create more robust marketing initiatives along with an ability to see aspects of your marketing that can be improved.

Ready to take action? Let’s have a conversation

What to Look for When Hiring a Marketing Agency

Anyone who begins looking for an outsourced marketing team will quickly become overwhelmed with the thousands of agencies available. Finding the right team for your business is challenging, but knowing what to look for will help you quickly narrow down the top choices. Here are some helpful indicators to look for when you’re ready to find the right outsourced marketing agency.

No. 1 – Reviews, Testimonials, and Case Studies

One of the quickest ways to determine how well an agency will fulfill expectations is through reviews, testimonials, and case studies. These types of feedback and proof will give you a good idea of what a prospective agency can do for your business.

There’s no better way to know if an agency will follow through on its word than by reading and hearing about the experiences of current and former clients. Understanding what an agency has done for businesses similar to yours will help narrow your search. 

No. 2 – Staff Expertise

When looking for the right agency for your business, it’s important to understand who will be directly involved with working on your account. You want to know that the staff members who will be in charge of your company’s marketing campaigns have the experience, professionalism and skills to ensure that your business is taken care of effectively.

Many agencies make big promises but don’t actually have staff with the right expertise to follow through on those promises. Vetting an agency’s team will give you additional insight to determine if they are going to be the right fit for your business or not.

No. 3 – Specialties and Focus

Just as there are different types of marketing campaigns, there are also different types of marketing agencies that specialize in working with certain types of businesses or marketing campaigns. Do you need a pay-per-click campaign or a perhaps a content-heavy thought leadership campaign? An honest agency will be upfront about what’s in their wheelhouse and when they’ll make an introduction or bring in a strategic partner to ensure that the right minds are at the table.

No. 4 – Systems and Processes

There will always be more than one way to approach marketing for any business. Your prospective agency needs to have clearly defined systems and processes to execute a strategy that will get results. A scattershot approach is never effective. Agencies are responsible for attracting and helping retain customers through streamlined processes that allow the customer to move seamlessly through the buyer’s journey.

Thousands of different marketing-related cloud software solutions are currently available to help businesses streamline their processes. Researching the technologies an agency uses for managing their projects will help you better determine whether an agency’s processes will blend well with your own.

No. 5 – Communication and Availability

Marketing and business are non-stop, around-the-clock operations that can drastically shift directions at any given moment. How available will a prospective agency be for you when you need them most? Will they require you to schedule a meeting or will they provide a direct line of communication for you? Understanding the agency’s communication protocols and the accessibility of your marketing team is key to ensuring that you won’t be caught surprised in a critical moment.

No. 6 – Reports and Analyses

With the oversaturation of the marketplace with content and advertising of all kinds, basic or routine participation is not enough anymore. To see the fruits of your marketing labor pay off, you must consistently analyze your campaign performance to see what’s working, what’s not and make continuous improvements. Will your prospective agency show you monthly reports and analysis on their progress, or will you remain in the dark?

It’s imperative to know how well your marketing team’s efforts are performing, so you can see the direct return on your investment. A good agency is transparent about results and will show you that they’re serious about holding themselves accountable.

No. 7 – Access to Assets

When you start working with a digital marketing agency, it’s important to clarify which assets are already in place and which ones need to be built. Every activity generates data, graphics, content and more, and it’s important for you to maintain access to all your assets and channels. Access to historical data and insights can also help improve your business over time, no matter who you choose to work with. Be sure that provisions are made to give you access to all your social channels, website, graphics, content, data, analytics and so on.

No. 8 – Compatibility (Bonus!)

Do you enjoy conversations with a prospective agency team? Do you feel confident they’ll produce the results your business needs to grow? An important factor in choosing an agency is having a good rapport and to feel like you can effectively communicate with your marketing team. Outsourcing marketing will undoubtedly take an enormous responsibility off your shoulders, but it still requires collaboration and commitment from both parties to work.

Your Next Steps

Delegating your business’s marketing to an outsourced team will take a significant burden off your shoulders. You’ll enjoy the benefits of being able to save time and energy while experiencing growth from the results your marketing team will produce. Starting the search for an outsourced marketing team can be intimidating, but empowering yourself with relevant background information will make your choice easier.

We hope the tips above are helpful in improving your campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

7 Common Marketing Challenges + How to Solve Them

7 Common Marketing Challenges + How to Solve Them

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
7 Things to Look for in an Outsourced Marketing Team

7 Things to Look for in an Outsourced Marketing Team

Outsourcing your marketing is one of the best decisions you can make for your small business. Traditional in-house marketing teams are a great solution for larger organizations that have the resources available to employee experts in the 10+ roles that it takes to run an effective department.

read more
Local vs. National SEO: A Beginner’s Guide

Local vs. National SEO: A Beginner’s Guide

No matter who you target, SEO principles are relatively the same across the board. However, when it comes to targeting locally or nationally, the execution tends to differ slightly. Discover the optimization techniques we use attract customers from precise locations.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

Marketing During a Supply Chain Crisis: Best Practices

Marketing During a Supply Chain Crisis: Best Practices

Marketing During a Supply Chain Crisis: Best Practices

As supply chain issues create out-of-stock scenarios across industries, brands are missing the opportunity to better align their marketing, sales and supply chain leaders.
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Marketing Can Support Supply Chain Management 

As product shortages and long-lead times continue, both customers and employees are feeling the strain. Between the lack of dock space for cargo ships and a shortage of truck drivers, experts predict that we’ll continue to see shortages until 2023. So how is this affecting brand loyalty? And how can brands improve customer experience during this crisis? 

Supply Problems Affect Brand Loyalty

New research from McKinsey reveals that product availability is the single most important purchasing factor. Only 13 percent of respondents who faced out-of-stock products in the past three months say they waited for an item to come back in stock. A whopping 71 percent switched retailers or brands.

As consumers develop new shopping habits, it’s time for marketers to re-evaluate their approach:

  1. Marketers need to better familiarize themselves with their company’s distribution and supply chain.
  2. Internal teams need to work together to help alleviate this crisis.

Here are several key steps brands can take ensure brand loyalty remains strong.

Do Not Cut Ad Spend

It’s no surprise that the brands with ongoing advertising campaigns are the most successful. While some brands are cutting their spending, others are taking advantage of the opportunity to snag new customers, shift loyalty or promote other products and services. Be flexible but keep your eye on the long-term goal of building customer loyalty. Brands that continue to run campaigns can experience several benefits:

 

  • Continue to collect first-party data which will support data-drive marketing decisions.
  • Continue to test and optimize ad copy while keeping existing customers away from competitors.
  • Test new opportunities like loyalty programs or allow shoppers to pre-buy.

Ready to take action? Let’s have a conversation

Maintain Open Communication

You have numerous communication channels available. Use email, SMS or even advertising to tell customers when items are back in stock. If delays occur, use these channels to provide updates. Customers won’t be thrilled about delays, but they will appreciate a thoughtful update.

Internal communication is imperative as well. By working collaboratively, you’ll avoid overpromising and under-delivering which can be a detriment to brand loyalty.

Create Contingency Plans

A crisis scenario has the potential to interrupt business and significantly damage your reputation. But crisis planning is not just for your PR team. Work together to determine a Plan B for every scenario ranging from raw materials shortages to closures due to variant outbreaks. Effective communication during a crisis can be the difference between a positive outcome and irreparable damage.

Your Next Steps

Our supply chain issues won’t disappear overnight. Now is the ideal time to update your response strategy across business units. Use this opportunity to explore how to build stronger relationships and keep loyal customers happy.

Hopefully the tips above will help improve your digital marketing. Have more questions about marketing during times of crisis? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

7 Common Marketing Challenges + How to Solve Them

7 Common Marketing Challenges + How to Solve Them

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
7 Things to Look for in an Outsourced Marketing Team

7 Things to Look for in an Outsourced Marketing Team

Outsourcing your marketing is one of the best decisions you can make for your small business. Traditional in-house marketing teams are a great solution for larger organizations that have the resources available to employee experts in the 10+ roles that it takes to run an effective department.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

You Have More First-Party Data Than you Think: Here’s How to Use it

You Have More First-Party Data Than you Think: Here’s How to Use it

You Have More First-Party Data Than you Think: Here’s How to Use it

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Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Gain A Better Understanding of Your Customers 

Reaching customers without intruding on their privacy continues to be a priority for marketers in 2022. Google, Apple and Facebook have taken steps to reduce the amount of third-party tracking on their platforms, which translates into less data for marketers to leverage. This information historically has been the cornerstone of effective marketing, helping to shape marketing content, advertising strategies, and more.

A Shifting Reliance on First-Party Data

First-party data is information a company collects directly from its customers. This data is collected firsthand without an intermediary between you and the information.  First-party data can only be accessed via platforms that you own and control. As a company, you can gather information about digital interactions, purchase history, social behavior or profile preferences to create content, ads and digital experiences that cater to an individual’s interests.

Third-party data sources can be incredibly helpful, but as we’ve seen, these sources are becoming less reliable and more expensive. Which is why it’s more important than ever to focus on collecting and using data that you own.

Benefits of First-Party Data

By relying on actual interactions with your brand, you’re building a strong foundation to understand your customers. The results can translate into a superior product or service without the “creep factor” that is associated with third-party tracking. First-party data is readily available and much easier to collect than you might think.  It’s about knowing what’s available and using it to shape your business strategy.

So, how can you effectively get the most out of your data without the help of third-party tracking?

Pro Tip: Use first-party data to create highly personalized messages and increase the effectiveness of your marketing.

Ready to take action? Let’s have a conversation

Sources of First-Party Data

Website

Digital interactions via your website are a primary way to collect data. Traffic sources, visitor behavior and even names and email addresses collected through website forms are valuable data points. Consider how users respond to your website and the pages they visit the most. 

Email and SMS

Your subscriber list is another valuable data source. Open rates, click rates and bounce rates all shed light on how these individuals interact with your brand and your content. Both email and text messaging are considered intimate forms of communication and can shed light on how customers view your company.

Call Centers

If your company runs a call center, you likely have access to call records and transcripts. This information can be used to understand patterns, keywords or other quantitative data that can help shape your strategy.

 Survey Data and Customer Feedback

Simple online surveys can yield plenty of information about your customers and what they want from you. More formal surveys conducted by a third party are still considered essential if you want unbiased feedback from customers.

Common Challenges with First-Party Data

Despite access to a wealth of information, there are challenges to collecting and leveraging this data. 

Poor Strategy  

Do you know what sources you have? And are they properly configured to collect data? It might take several weeks or months to understand what information is relevant to your brand and how to go about collecting it. And don’t forget to consider how you plan to map the data to your customer journey.

Integrating Data from Multiple Platforms

It’s challenging to pull data from different sources into one cohesive system or report that will give you a true sense of the big picture. Even though you own these data sources, the technology across platforms may or may not integrate easily. Consider partnering with an agency with the technical experience to guide the strategy and implementation of this piece. 

Taking Meaningful Action in Real Time

Your data is only valuable if you use it in a timely matter. Customer behaviors are ever evolving which means companies need to move efficiently when they recognize valuable trends. And always be ready to shift your strategy as the landscape evolves.

Your Next Steps

Using first-person data to guide your marketing campaigns is no longer optional – it’s a must do for every brand. Invest the time in understanding what data sources will be valuable to you and build the necessary system to collect and distill the information in a way that’s actionable. Over time, you’ll be able understand what data points are key success metrics for your brand.

Hopefully the tips above will help improve your campaigns. Have more questions about data driven marketing? Reach out to us directly.

Read 
More Articles.

Read 
More Articles.

7 Common Marketing Challenges + How to Solve Them

7 Common Marketing Challenges + How to Solve Them

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
7 Things to Look for in an Outsourced Marketing Team

7 Things to Look for in an Outsourced Marketing Team

Outsourcing your marketing is one of the best decisions you can make for your small business. Traditional in-house marketing teams are a great solution for larger organizations that have the resources available to employee experts in the 10+ roles that it takes to run an effective department.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

Manufacturers: How to Hire A Content Agency

Manufacturers: How to Hire A Content Agency

Manufacturers: How to Hire A Content Agency

Digital content is a necessary part of your marketing strategy. Discover how to achieve business objectives with a content agency.

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Achieve Your Business Objectives With a Content Agency 

Online sales channels have become increasingly important and digital content is a necessary part of your marketing strategy that you cannot ignore. But creating quality content takes time, creative energy and a strong understanding of digital platforms.

Between basic website maintenance and supporting your sales team, it’s likely you don’t have the necessary resources to produce thought-leadership content in house.  

If your manufacturing firm wants to gain more market share or cultivate better brand awareness, an increased content marketing effort may be exactly what you need. The right agency can be an invaluable partnership, ensuring the right customers find your business. However, hiring a content agency isn’t as cut and dried as you might think.

Here are several steps and considerations to discuss before you hire an agency.

Consider This Before Partnering with a Content Agency

The objectives of your business can be achieved through a focused content strategy, but only if you are clear on your goals and how you are measuring success.

Before hiring a content agency, discuss items such as sales goals, creating awareness for your brand, and positioning your organization as a leader in the industry. Content plays a role in all of these.

You also need to ask yourself a few tough questions about your existing content.

For instance, when was the last time you updated your website content? When was the last time you published or shared something new that provided real value to your target market?

Chances are good that you’ll need an agency partner if you are still relying on print materials that haven’t been updated in several years.

As I’ve mentioned, your internal bandwidth will also play a major factor in outsourcing your content. It can take 50+ hours per month to produce and promote high quality content, and most brands don’t have the capacity to do this in-house.

Pro Tip: Developing meaningful content is built on a strong understanding of your target market so make sure you have detailed buyer personas to reference.

Ready to take action? Let’s have a conversation

Understand the Content Landscape

There are dozens of different kinds of content that you can use for your manufacturing brand – blogs, videos, podcasts, eBooks, infographics or webinars are all viable types of content you might consider incorporating into your strategy.  

The sheer number of content opportunities means you’ll need to evaluate each potential partner carefully to understand what’s in their wheelhouse. Large, full-service agencies can provide a full suite of services, but they understandably come with more overhead and higher rates. Smaller agencies, on the other hand, often have several niche areas. Most of these specialize in one or several types of content production and are generally friendlier to your budget.

What to Look for in a Content Agency

The content agency you hire should do more than just churn out content for you. Think of this as a long-term relationship and an extension of your in-house team. Here are a few items you can use to evaluate potential partners. 

Areas of Expertise

  • Does the agency have experience creating content for manufacturers? And are they comfortable writing slightly technical content as your strategy evolves?
  • What types of content do they excel at?
  • What is the agency’s breadth of expertise? Are they strictly copywriters? Or are they familiar with related concepts such as keyword research and search engine optimization?

Who is Doing the Work?

  • What specific services are handled in-house, and what services (if any) are outsourced?
  • If any services are outsourced, how is quality controlled?
  • Will you have an account manager supporting you?

Measuring and Reporting

  • Does the agency have a solid track record of success? And will they actively measure and report on their content marketing efforts in relation to your business goals?
  • Does the agency make an effort to understand your business and its goals?
  • What tech tools or other reporting tools are used? How often do you receive reports?

Remember that mistakes with outsourcing can be costly. While content creators can quickly familiarize themselves with your brand, you’ll want to make sure it’s a long-term creative fit for both of you. Starting from scratch is a massive drain on company resources and you will lose momentum that you have built, which can be frustrating.

Next Steps for Your Marketing Team

Creating content for your brand, making sure that it is optimized and sharing it across multiple channels takes a considerable amount of effort. If you’re ready to commit to a content strategy to achieve your business goals, hiring an agency is a smart move. Content comes in many different forms, styles and voices, so do your research on each potential partner to ensure that they are the right fit for your brand. 

Hopefully the tips above will help improve your digital marketing. Have more questions about hiring a content agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

7 Common Marketing Challenges + How to Solve Them

7 Common Marketing Challenges + How to Solve Them

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
7 Things to Look for in an Outsourced Marketing Team

7 Things to Look for in an Outsourced Marketing Team

Outsourcing your marketing is one of the best decisions you can make for your small business. Traditional in-house marketing teams are a great solution for larger organizations that have the resources available to employee experts in the 10+ roles that it takes to run an effective department.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

10 Automated Emails Every eCommerce Company Needs

10 Automated Emails Every eCommerce Company Needs

10 Automated Emails Every eCommerce Company Needs

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Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Use Email Automation to Improve eCommerce Sales 

There is no denying that automated emails are one of the best methods to nurture leads and convert them into paying customers.  When you have an effective email campaign that provides significant value to those who follow your content, your organization can generate repeat conversions with minimal ongoing effort.

Your email list is the backbone of your eCommerce business, and making sure you are sending the right kinds of emails to those who have signed up for your list is incredibly important.

Why Automate Your Emails?

The savviest eCommerce companies understand that consistent communication with an email list generates web traffic and sales. By automating these emails, you’re freeing up time to spend on other areas of the business.

Automated emails are carefully planned emails sent to subscribers at a specific time or as a response to the actions of users on a website. Automation allows eCommerce companies to save time, boost sales, warm up leads, and create highly targeted offers.

Think of automated emails as a function of your business. Just as your business contains different departments that take care of each aspect of the business, the same can be said for automated emails.  Make them a regular part of your communications and marketing, and you will understand what a game-changer this can be for your business.

Transactional Emails

The purpose of transactional emails is to confirm that your customer has completed a purchase and that their order is on its way. Obviously, this matters because you need to let your customers know their order has been received and is being processed. We consider these to be standard transactional emails:

  • Order confirmation
  • Shipping notification
  • Delivery notification

As straightforward as this may seem, there are a few other things that you can do with transactional emails:

  • Provide an offer for their next purchase. It could be a fixed discount or free shipping.
  • Remind customers of products they might have been interested in purchasing.
  • Obtain feedback on your ordering process.

New Subscriber Welcome Email Series

The first major step in any prospect’s buying process is to subscribe to an email list. After they have subscribed to your email list, we recommend initiating a new subscriber email series.

This series matters because if a prospect is interested enough to subscribe to your email list, it turns them into a hot lead who is more likely to buy from you.

Emails in this series should be sent out immediately. Consider including content such as your most popular videos or blogs, more insight about your company and your mission, or an offer exclusively for new subscribers. The intent is to keep them engaged and encourage frequent visits to your website.

Pro Tip: You don’t have to activate all 10 of these automated emails at once. Start with what you can and expand as your company grows. 

New Customer Welcome Email Series

Once a customer has bought something from your organization, they need to be reassured that not only did they make the right decision, they also need to be assured that they are valued. The new customer welcome email series does this.

The emails in this series need to do two things. They need to cement that you provided a seamless buying experience and they need to encourage new customers to make a second purchase.

Start these emails off with a strong brand statement to establish credibility and trust. You can follow that up with information about social media channels and support resources if necessary. We also suggest including a request for product feedback, just make sure that email will arrive only after the order is delivered!

Abandoned Cart Emails

Abandoned cart emails in your campaign have the potential to be some of your most profitable emails. These need to be taken seriously.

Potential customers abandon their carts for various reasons, and the goal of this email is to get them to complete the purchase. These emails should be sent about a half hour after the cart is abandoned. Focus on helping the customer more than selling to them. They may have abandoned their cart due to technical issues so consider including contact information for customer support.

Back in Stock Notifications

Items that are out of stock are inconvenient for everybody involved and it can be a legitimate reason why a customer doesn’t buy anything. This is where the back in stock notification comes in handy.  It will let customers know that what they wanted is back in stock, which will hopefully lead them to buy.

Most of the time, back in stock notifications can take the place of an abandoned cart email in that it makes more sense for your customer to receive this email instead of the abandoned cart email if anything in your catalog is out of stock.

Showing pictures of the product that was previously out of stock, linking the email to a regenerated session of their cart and making alternative suggestions if the item has been discontinued are the best ways to use back in stock notifications.

Product Education Emails or Evergreen Blog Articles

Content in the form of information that provides infinite value is known as “evergreen” content.

If executed properly, these can be very profitable emails in your campaigns. These messages can convert followers into buyers and they can convince buyers to purchase more. Product education emails can vastly improve a buying experience and give you loads of opportunities to cross sell.

Product education emails should be part of your new customer or new subscriber email series, as they can provide information that those on your email list will appreciate tremendously.

Cross Sell Emails

There are two steps you should take when somebody buys one of your products.

First, make sure that the customer’s buying experience is as perfect as it can get. Make sure there is product education content attached to the purchase if necessary, and make sure any questions about the product can be answered easily.

The second thing you should do is send a cross sell email. This is where you send an email that sells something that is related to what was just sold to the customer. Cross sell emails are important because they will help your customers find something else that is useful for them as well as help you generate more sales.

Pro Tip: Test different variables like subject lines, delivery times and workflow spacing to determine what generates the best response. 

VIP Emails

Your most valuable customers ought to be treated differently than customers who just come and go. When your VIP customers remain happy, they will keep buying from you and you won’t have to work as hard to generate conversions.

This is where the VIP email comes in. VIP emails target the top 5 to 20 percent of customers, giving them an incentive to continue making purchases.

Executing these kinds of emails means you need to know who your VIP customers are. When it comes to determining your VIP customers, consider how much your customers have purchased and how frequently they have ordered from you. You can even take this a step further by creating a formal rewards program with different levels based on how often someone makes a purchase.

Win Back Emails

When a customer has not purchased something from your website for a long time, you’re going to need to win them back.  These emails are important because once a website visitor has bought from you, the chances of them buying from you again are very high, and a well executed win-back email campaign can accomplish this.

Executing a solid win-back email campaign is done by determining when customers lose interest. One way you can do this is by tracking how much time has passed between purchases. The average time between orders will vary from one online retailer to the next. Determine what makes sense for your business and build an automation with an offer they can’t refuse.

Date-Based Emails

Everyone can relate to important dates and milestones, whether it is a birthday, anniversary, or another similar event. Your customers and subscribers will appreciate anybody who remembers their birthdays or the date of their first purchase.

Executing date-based emails is as easy as collecting a subscriber’s birthday or anniversary, then putting those emails into your campaign. You’ll then be able to offer anything you want to them within your date-based email.

Your Next Steps 

Having one email campaign for everyone who visits your website is simply not enough if you are serious about acquiring and keeping customers for your brand.

Ten different email campaigns may seem overwhelming, but given that most email campaign software allows you to easily build automations with different kinds of triggers and parameters, this is much easier than it looks.

Hopefully the tips above will help improve your eCommerce conversions. Have more questions about setting up successful email automation campaigns? Reach out to us directly.

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