Many companies tend to face the same or similar problems when it comes to marketing, with small differences between each issue. To achieve marketing success – whether that means more leads, sales, or traffic – means incorporating different strategies, learning more about tools and the target audience, keeping an eye on the competitors, and more.

Some of the most common difficulties that businesses face in terms of marketing are getting more visibility and creating more conversions. There are several different ways to figure out where the difficulties in both areas are coming from, and there are a few surefire ways that companies can address them and succeed in their future marketing efforts.

Strategies for More Visibility

A lack of visibility is one of the problems that companies can work to solve most easily. Business owners are aware that if the consumers don’t know that a company exists, they aren’t going to be making any purchases.

Some of the most common ways that companies can learn that they have a lack of visibility are low rankings on search engine result pages, lack of brand awareness, low website traffic or foot traffic in a brick and mortar store, and lack of thought leadership. 

With the right strategies, any company can easily and quickly solve this problem. Those strategies include things such as digital thought leadership campaigns, search engine optimization, social awareness campaigns, page search campaigns PPC, and advertising displays. 

With these types of strategies, especially when implemented right, companies can build better brand awareness with the help of improved digital visibility. Every successful marketing effort can help build brand awareness for a company. 

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A company’s longevity is often attached to its brand awareness, and companies that are looking to increase their conversions first need to work on visibility and brand awareness.

Once the consumers have a positive association when they think of the company, the problem with visibility has been solved. 

Strategies for More Conversions

When it comes to issues with conversions, many companies usually have a lot of underlying problems that result in a low number of conversions compared to what’s expected. Some of the ways that companies notice that they have low conversions are by noticing  a low number of submission rates, low-quality leads, or no leads at all. 

For any business, the goal is to convert prospects into consumers. Although the initial way that many companies try to increase their conversions is by trying to  generate more leads or increasing website traffic, this is an issue that may be connected to other problems. 

Those problems might include things like having a website that isn’t focused on conversions, not nurturing or tracking the leads that have been previously converted, putting out content that lacks encouragement for the readers to take any action, or simply a disconnect between campaigns efforts and its goals. 

If the issue lies with the website itself, companies should try incorporating a clear call to  action. If the issue lies with tracking and nurturing the converted leads, that can quickly be fixed with the right digital tools.

Finally, before executing a marketing campaign, companies should make sure that all of the marketing efforts are focused on the goal for that campaign.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.