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Obstacles For Digital Marketers At An Enterprise Level

As digital marketers, they are constantly trying to perfect their strategies and generate the biggest ROI – because, in the end, that’s what keeps their boss (and their clients) happy – right?

However, enterprise-level digital marketers face unique challenges due to their size, budget, expectations and overall marketing goals. But don’t fret! There are solutions that can solve these everyday issues. Although the basic principles of digital marketing are similar for organizations of all sizes, this article will look through the lens of an enterprise-level organization and touch on some of the specific challenges large-sized content creators face.

  • Obtaining C-Suite Buy-In

As an agency, Vertical Measures talk a lot about executive buy-in. I believe that it’s essential to have the C-suite informed and on board to elicit real results from digital marketing efforts. Digital marketing is a long-term ROI, and if the C-suite of executives don’t understand that, any marketing efforts can be cut before they’re given the opportunity to be effective.

It’s essential to have the C-suite informed and onboard to elicit real results from digital marketing efforts.

A surprising number of enterprise-level corporations do not have governance in place. Or, they do, but they have too many people involved in each process. By establishing and simplifying your internal governance, you can implement digital marketing efforts faster and start seeing results.

  • Adopting a Team Mentality

Governance does more than just make your marketing implementation more efficient. It also gives ownership to those involved and thus a great way to keep your C-suite (among other teams) informed and engaged.

While the executives at your organization may not have the time to edit/review all your content, having them as a final approver may help them feel involved in marketing efforts and more invested in marketing’s success.

Appealing to your peers through a team mentality helps others get on board with your marketing ideas.

Having internal content evangelists in your organization will help with the sharing of your content, and maybe even with content creation. SandCrestSEO has a few ideas to get everyone on board with your marketing ideas:

  1. Hold brainstorm sessions once a quarter.You’d be surprised at how many awesome ideas your non-marketing peers have!
  2. Ask your peers what content they want.This tactic is amazing for helping with interdepartmental communication and for closing sales. If you aren’t creating content directly for your sales team, now is the time to start.
  3. Ask for peer review or edits.What do your co-workers think of your marketing ideas? Do they think your ideas will be effective?
  • Improving Process Management

Often at enterprise level organizations, the approvals process is extremely convoluted to the point that it takes months to go from ideation of a simple idea to implementation. Even a simple blog post can spend months in the pipeline, waiting for approval, edits, graphics; by the time it gets to publication, the material may no longer be relevant, or the subject matter may be so saturated that it’s no longer an effective tool for SEO.

Projects spin out of control because of a lack of control. Failure to understand the process leads to chaos. A failure to understand why the process is in place leads to a lack of conformity. And a key element of any process is the language that is used.

How do you improve your marketing processes?

  • Define your marketing goals upfront:The more goals you have, the more difficult you make it on your team. With so many goals, it’s hard to focus on the ones that will actually make an impact on your business. Start by identifying two to three realistic goals, and measure the successes and failures throughout the campaign. From there, they can be accurately adjusted or optimized.
  • Compile a list of all ongoing marketing projects: At enterprise-level companies, there are a lot of small (and large) marketing projects underway at the same time. Designate a product owner or project manager for even the smallest projects. Ideally, these leaders will organize daily meetings to keep projects on track and help team members, work collaboratively to complete projects on time.
  • Promote project organization and efficiency: Before starting a new campaign or project, write down the names of each team member and client contact on the project, tools you’ll need to complete tasks, and the budget/time frame you’ll need to work within. From there, prioritize the projects that are both easiest to complete and impactful for the organization.
  • Plan everything using an editorial content calendar:Enterprise-level projects would be hard to manage without a centralized calendar used by everyone involved. A content calendar (also known as an editorial calendar) serves as a road map to ensure your projects meet business goals.
  • Continuously measure each project: Accurately measuring and tracking efforts against established goals is essential in proving ROI. Because you’ve set specific goals in place, the measurement of different metrics should be easier to track – making your digital marketing strategy more effective.
  • Marketing to Multiple Audiences

While certain enterprise-level brands think they can effectively market to extremely broad audiences – this strategy is rarely (if ever) successful. Granted, marketing to multiple audiences is a challenge, but it doesn’t have to be.

Enterprise marketers need to focus on creating a customer journey that speaks directly to each audience segment. To accomplish this, start by segmenting your audience and identifying their needs at each stage of their journey.

How can you segment your audience?

Here are some ways to segment audiences for different pieces of content (in no particular order):

  • Behavior
    • Engagement with your brand
    • Frequency of engagement
    • Types of content shared
    • Number of purchases
    • Preferred communication
  • Demographic
    • Age
    • Family circumstances
    • Ethnicity
  • Geographical
    • Place of work
    • Neighborhoods
  • Attitudinal
    • Personal interest
    • Lifestyle
    • Culture
  • Committing to an Established Digital Marketing Strategy

Creating a content marketing strategy and sticking to it is a challenge for most marketers. For those at enterprise organizations, it can seem impossible. With various audiences and countless departments, it can be very hard to meet the needs of your external and internal customers.

Luckily, according to CMI 2017 B2B Enterprise Trends, enterprise marketers found their stride this year – thanks to developing (and sticking to) a content strategy.

2017 B2B Enterprise Trends: Content Marketing Institute

Digital marketing requires a holistic approach that only works if all projects are consistently managed with an established strategy. Building a dedicated team that’s accountable for each task within a project is critical when marketing in an enterprise environment.

How can you improve your digital marketing strategies?

Be more agile. Agile is based on the principles of, “test, learn, iterate,” and works under the presumption that there is always more to learn.

About author – Writing by day and reading by night, Kenneth is a freelance writer who regularly covers topics to do with SEO, Social Media, Digital Marketing among others. For more articles of the kind, do not hesitate to visit our website


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