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What Should Keep Every Marketing Manager Up at Night

When you are working on the marketing for your business, or any business, there are so many elements that you need to keep track of. And, as a marketing manager you have to take the steps to resolve any issues and make sure that your business appears in the best possible light. That takes time and effort, but you don’t want to miss out and catch issues each day. Here are a few of the most important things marketing managers need to look out for. 

Staying Ahead of Competitors 

A huge part of marketing your company is making sure that you are beating your competitors whenever possible. If you can find a way to consistently stay ahead of your competitors with your marketing, you can make a huge impact on the industry and your audience. Take time to do research into what your competitors are doing and try different methods to surpass them at their best technique and avoid the things that aren’t working as well. Learning from your competitors is one of the most important elements of overcoming the odds and ensuring that your company comes out on top. 

Bad Information 

When you are marketing you need to make sure that the information you use to create your strategy is good and from a reputable source. If you develop a marketing strategy out of false or faulty information, it is likely to lead you in a negative direction. So, as you gather research about the market and work towards formulating a strategy, it is essential that you make sure to source check your info. You also want to be sure to use information that is easily proven and that shows a big potential for success as you put out your campaign. When you can always ensure you have good information on your side, you can make your campaign more successful. 

Bad Leads 

The bulk of your job as a marketer is to make sure that you are generating leads for your company so you can continue bringing in new customers. However, you don’t just want to generate any leads you can. Instead, you want to make sure that you are generating strong leads that actually lead to a purchase and a future relationship with the customer. This can be done by improving your research and doing a better job at tailoring your content to the specific audience you are trying to reach. Make it a point to focus on homing in on your audience and improving your leads so you can grow stronger as a company. 

Data Breaches 

As you market for your business and have customer interactions, you generate a lot of data. That data can be hugely helpful to moving your business forward, but it can also lead to a serious issue if it isn’t being properly secured. A data breach is bad press and can do a huge amount of damage to your brand. If you aren’t sure how to take care of your data on your own, it may be time to find someone else to do it for you. Outsourcing IT services can increase productivity by allowing you to focus on what you know. Make it your goal to do what is best for your data so you can make your marketing campaign something that focuses on your customers and their needs rather than recovering from a data breach. 

Communicating Your Message 

The goal of any marketing campaign is to communicate a message to your audience and help them to better understand your products and services and how they can help them in their lives. For this reason, you want to focus on creating marketing content that is clear, easy to read, and accessible. Remember that your marketing materials can be more than just blocks of text. Think about how you can use images, videos, and creative processes to help your marketing materials to reach a wider audience. When you can communicate your message clearly, your customers will know what they need to do. 

Finding the Balance with Your Metrics 

It’s important that you are measuring data to help you work towards better marketing materials. However, you don’t need to be collecting data on everything that ever happens. Having a stream of solid data coming in is better than being flooded with so much data that you can’t actually get anything done. Your job is to make sure that you are keeping track of the metrics you need to while avoiding over collecting data that just gets in your way rather than helping you to meet the needs of your customers and your company. 

Your Social Media Campaign 

In the past, people have not taken social media marketing as seriously as other methods. However, it has become clear that it is a very valuable way to reach a broad audience and introduce them to your products in a meaningful way. If you have been avoiding the social media aspects of marketing, it is probably a good time to start working towards it. Making a move towards building your platform on social media will help you to increase your impact and reach a more tailored audience in a personal way. 

Your Measures for Success 

One of the most important parts of any strategy is knowing what success will actually look like. Before you can know whether to change your strategy or try a new approach, you have to know what success looks like for you. So identifying the ways you will recognize success within your marketing is essential to getting the job done right. There’s a lot you can do to make sure your goals are trackable and measurable so you can see your success. 

Marketing is a huge part of what makes any business more successful. And, if you want to make sure your marketing is done right, you need to be paying attention to all the elements that come into play. The more you know, the easier it will be to make sure your marketing is doing what it needs to do.

Read this next: 16 Digital Marketing Trends to try in 2022

Why Running Your Business on Old Technology is Unacceptable

It’s always tempting to keep the tech you have, rather than making both yourself and your team learn brand new systems and computer programs. But, while old tech might be comfortable to keep using, you are short changing yourself and your business capabilities by sticking with only the tried and true, and not upgrading. You could be leaving both yourself and your clients at risk, and kneecapping your business capabilities in the marketplace. What sort of problems can you have, and why is running your business on old technology unacceptable?

Cybersecurity Vulnerabilities

The first concern you need to face is that using an older interface can keep you from being as secure, both in information and in monetary data. This leaves your customers insecure as well, and it only takes one breach to lose the confidence of those you depend upon for business. Upgrading to newer technology can help protect against the ever-changing cyber security issues which face businesspeople. Knowing that your, and your client’s, data is as secure as possible and has all current cyber security upgrades possible gives you peace of mind. Keep your data and money in your own accounts!

Higher Costs

You don’t have to throw out everything you own if it’s working, naturally. But, the speed of the products you’re working with does impact your ability to do business. Whether it’s a computer with a full hard drive, or programs running slowly in the background, every one of those minutes lost represents money you could have had. A poorly designed website, for instance, can drive away consumers even during the best of sales. While having to micromanage a single worker who doesn’t quite do what he’s asked, or does it slowly, is frustrating, doing the same with software steals from your capability as a business owner.

Lost Work to Competitors

Anything from an old credit card machine that gets confused by modern chip-cards, or not having a mobile site for those on the go can prevent customers from knowing that you are, indeed, a person to be reckoned with. If you were to have two stalls side by side at a festival, for instance, and one business owner had the capability to take credit cards or venmo payments, and the other did not, which do you think would be more profitable? You want to make it easier to purchase your wares, regardless of what goods and services you sell, than your competition in your area. Ease of sales makes a massive amount of profitability.

Decreased Productivity

Any time there is a decrease in your productivity, it’s your job to figure out why. Older technology, working on older systems, can prevent you from being able to build your business in a healthy manner. Accounting software helps you hit deadlines and prevent clients from getting left behind. When doing work online, having machinery with sufficient brainpower to match the brains behind the keyboard is important for both speed and capability as well. The slower the software and hardware, the less you can complete, and the more emotional toll and strain it takes upon the workers using the outdated systems.

Fewer Crashes

Whether online or off, you want to make the purchasing process simple and smooth for your customers, but also for your team. No workers, regardless of how dedicated, want to work on outdated systems that frequently crash. Worse, if you have no IT contractor on site, a sitewide crash can prevent work for an entire afternoon. If this happens a couple of times a month, you have not only lost time, but can be bleeding money from both loss of customer time and from losing your worker’s ability to do their work. Everybody wants to be able to get things done on time…it’s up to you to make that possible.

Warranty Repairs

When you run a small business, you might have been told that having a rental company is the best way to provide all the technology that you need. However, while that is the older form of providing for your business, it can cause complications. For example, you are at the mercy of when and where a rental company can provide assistance if there is a breakdown of products. However, with newer tech, you have the chance to use warranty repair from the companies from which you bought the technology and software. Your issues are covered quickly and often remotely, saving a lot of work lag time.

Cloud 9

Businesses who had already moved their primary work and storage to the cloud or various cloud-based systems found themselves more easily capable of going remote in 2019 when the pandemic hit America. As more and more remote workers are finding their place in the marketplace, business owners are realizing that there might be workers across the country who are spectacular for a job in their remote offices. This gives you an edge, while helping employ those who might otherwise not be capable of physically being in the office, due to either distance or physical disability.

Brand Reputation

If your business has older technology, whether second hand monitors or ancient desktops running older OS, your client sees and makes a snap judgment about whether or not you are capable and efficient at the work that you do. Make sure that you put your first impression under a microscope. What do you see? If your tech is the equivalent of a pile of dusty old magazines and a tacky plastic potted plant in an office, it’s best to realize your brand image might be suffering.

If you’ve not done a software update in a while, or if your hardware needs speed in order to best serve your company, think ahead to use your tax write offs! As a small business owner, being able to do business at speed not only helps you, but also your community. As both are dedicated to growing and flourishing, finding the balance of updated older tech and new tech you need is critical.

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