From the latest “State of Inbound Marketing in 2016” report released by HubSpot, we picked out top 5 digital marketing challenges that were faced by marketers in the South East Asia region and suggest how businesses like yours can overcome them.
The majority of the over 4,500 respondents are non-HubSpot customers hailing from marketing backgrounds in B2B, B2C, small, and mid-sized businesses. Half of the companies represented in the report generate under USD$1 million each year. With data collected from all corners of the map representing over 132 countries.
We focus primarily on the top 5 digital challenges faced by marketers in the South East Asia region and recommend how you can overcome them.
1. Generating traffic and leads
Blogging, Search Engine Optimization (SEO) and Paid Online Advertising (Google Adwords, Facebook Ads etc.) are all effective traffic generation tactics we often use, depending on your business industry and objectives. You should not rely on just one tactic (i.e. focus all your effort and budget on only SEO) as this will not give you long-term sustainable results. Instead, encompass various digital marketing tactics into a comprehensive strategy through inbound marketing.
2. Proving the ROI of your marketing activities
This is the tough part: proving ROI. But that doesn’t mean it cannot be done. If you are running an e-commerce website, the ROI of course can be easily calculated based on your analytics and sales data. For most B2B businesses, it will be based on the number of sales qualified leads (SQL) been generated from the digital marketing efforts.
For brick-and-mortar businesses, measuring foot traffic to physical stores can be difficult but there are also various ways you can do that, for example, using iBeacons, mobile app check-ins and getting your customers to flash promotional mobile coupons.
3. Targeting content for an international audience
To target content for an international audience, the first problem you need to solve is language localization. Many popular content management system (CMS) like Joomla already have powerful multi-language capabilities that allow you to create a multilingual website easily. Added with dynamic web personalizaton, you can further customize your content base on the visitor’s location or browser language settings.
4. Identifying the right technologies for your needs
Let’s face it, technology nowadays is evolving faster than you can master a foreign language.
It’s worth noting that the main tool in top marketers’ arsenal is a platform for automating their team’s marketing efforts. Although the respondents from the report indicated using an array of specific technology products, top marketers use marketing automation software in some form or another. It is important to know that 44% of marketers cite marketing automation as a top priority for the next year.
To avoid being intimidated by technology, businesses should be strategic in their adoption decisions. You should only buy new technology if your company has clearly defined what processes your team wants to affect and how new technology will ultimately have a positive effect on your bottom line. It’s important to remember that technology simply cannot make up for poor processes.
5. Managing your website
This should be the easiest problem to overcome. With the ongoing improvement of content management systems (CMS) available in the market (either licensed or open-source), it is becoming alot easier for non IT-trained staffs to be able to create or update content on their websites.
Most CMS also have advanced security add-ons that helps you secure your website from hacks and intrusion without any mind-boggling coding involved. To learn about building an effective website with CMS, be sure to download our ebook here.