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Marketing Challenges and How to Overcome Them by Rob Starr Part 2 of 2

Published on 6/7/2017
For additional information  Click Here




Marketing Challenges and How to Overcome Them


Rob Starr

Note: This article first appeared in Small Business Trends Magazine — Marketing Edition 2017


Part 2

Marketing for small business can be a sink hole for your hard earned dollar if you start down the wrong path. If you’re stuck and not getting the results you’re looking for, try looking at these 31 marketing challenges and how to overcome them.

Marketing Challenges and How to Overcome Them

Misusing Links

Use links correctly and Google will reward you by ranking your page higher in the searches. Cut a few corners and pay a hefty price.

Pollett explains:

“Google is penalizing sites for bad links. Citation links drive traffic to your website and build up authority with Google.” Yelp is a good example of where you can get quality links.

Not Testing Your Copy First

Many small businesses make the mistake of throwing their copy into their marketing mix without taking advantage of the analytics that can help to define it.

“Test the copy in an email or PPC environment first,” Brady suggests.

Not Taking Advantage of a Big Email List

Not using a large email list to full advantage is another barrier. Even when you’re not sure about something as simple as a headline, you can test it and break it down by sending it to different segments of your email list to decide what works. Then you can build a page with the copy that got the best results.

Organizational Barriers

Quite often, there are some generational divides in organizations. Some people may want to go for a more traditional print approach while others are interested in digital marketing.

The solution here is to adopt an integrated marketing plan that may use tools like Twitter to get the word out on live events.

Red arrow breaking through brick wall, concept of success, breakthrough, achievement photo

Not Knowing What a Website Can Do

Some small businesses think they can circumvent having a website with a Facebook page. While that works, they don’t get the full analytical capabilities.

Having a website on a platform like WordPress opens up the ability to get all of the analytical capabilities so you can make smart marketing decisions, according to Brady.

Taking the Cheap Routes

Small businesses try to cut costs where ever possible without sacrificing what sets their brand apart. This strategy usually succeeds but not always when it comes to doing marketing — particularly online marketing — well.

“Sometimes people think they’re doing something good for their business,” Pollett says, “but they can destroy their website so it will never rank on Google.”

Make sure the people who are doing your internet marketing are transparent about the relevant factors like page and domain authority.

Failure to Prioritize Objectives

You can’t travel down any marketing road until you know what your preferred destination looks like. Benchmarks are a great way to determine how things are working.

Analytics are fine but you need to have concrete signposts like a consistent bump in sales to gauge success here. The two should work together.

Not Understanding Who is Pulling Your Marketing Strings

Some small businesses don’t pay attention to the Google updates like Panda. No small business can hope to ignore the rules set out in these and hope to succeed.

Pollett makes this clear another way.

“Google supplies 60 to 70 percent of most website’s traffic. If you get banned from Google , you’re basically saying you don’t want to be in business,” he says.


Image result for marketing budget



Your Spending has Increased but You Don’t Know What’s Working

You’re trying new marketing platforms because of the interesting emails you’re getting from internet marketing companies promising you page one rankings. Casting the net too wide might not work, but getting back to trusted fundamentals like AdWords is a sure bet.

Brady suggests you can use three different ads and use a trusted platform like AdWords to rotate between them.

“Try them with a keyword you’ve got good volume on and look at the click through rate,” he says.

Expecting Twitter Ads Will Work By Themselves

Nothing you do online works just by being in cyberspace. If you just put together a Twitter Ad and let it all alone on the vast Internet ocean, you won’t get results.

Taylor says Twitter has a lot of features working with their ads like focusing on target market behaviors and interests. She says tailoring your approach here gets you results.

Confusing Tactics and Strategy

If you don’t have the language clear and use it properly, your marketing will be a jumbled mess.

Start clarifying with the difference between strategy and tactics. Mobile marketing, social media tools and the like are all tactics you use to further a business strategy. The business strategy being the objectives you use the tactics to achieve.

Lack of Coordination

Sometimes, your marketing team can be too big and/or disjointed. Social media teams might not have any connection to the print and radio advertisers. That can lead to a breakdown in the entire system.

If you integrate everything and load it into the right dashboard, you can see how Twitter and Facebook ads work together with live events and the ROI.

Duplicate Content

There’s a tendency for the DYI marketer to copy and paste competitor’s content. Cutting that corner can lead to penalties from Google that can cost you ranking and money.

The solution is simple. Make a few videos about your business and place them on your website.


Image result for hostile corporate

Hostile Corporate Cultures

Franchisees might run up against this issue when they want to run a campaign for their individual stores. Not every big company will let their underlings hold the marketing reigns for themselves.You might be able to get around a restricting corporate culture by setting up your own social media accounts and posting personal items from the job. Adding pictures of employees and managers gives this a cozy personal vibe.

Lack of Vision

There are still those small businesses that think they don’t need integrated and/or digital marketing and can do well without even a website.

Keep in mind even the folks in a small town have smartphones these days. You’re missing out on getting the word out on your goods and services if you don’t take advantage of all the tools modern marketing has to offer.


This concludes the 2 part series


Thank you for stopping by!


Micky Gramlin



Discover how marketers are reaching lead generation goals

Marketing Challenges and How to Overcome Them Part 1 of 2



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Rob Starr  Rob Starr is a Staff Writer for Small Business Trends. Rob is a freelance journalist and content strategist/manager with three decades of experience in both print and online writing. He currently works in New York City as a copywriter and all across North America for a variety of editing and writing enterprises.



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