As a marketer, this is a tremendous fear that many of us have when we realize that our pipeline isn’t full of quality prospects and doesn’t appear to be attracting more. When you finally say it with that little voice in your head, you know it’s time to figure out the problem immediately, or soon, it may be too late. Here are a few symptoms that your marketing may not be performing like you need it to.

Symptoms That Your Marketing Is Not Performing:

  • You are embarrassed to give our your website because you know it’s bad
  • If you’re customers are inclined to purchase online, and your mobile strategy hasn’t been drafted yet
  • Your website traffic is down and has been trending down for a few months
  • The customer path is uncertain
  • Knowledge of the customer is also uncertain
  • Your sales team recognizes and documented that quality leads are not coming in any longer
  • The company does not appear anywhere near page one of search engines
  • Your social media page looks like a ghost town, there are limited posts, not much traffic and followers are dwindling
  • Your marketing strategy is fragmented and not focused on driving relevant content to targeted personas
  • You hear in the market that your company is the best kept secret
  • A customer feedback channel doesn’t exist
  • Your competitors are healthy and their marketing looks “good”
  • You are feeling the pressure to increase paid media advertising
  • You aren’t sure why content marketing really works
  • Your company digital footprint is not increasing
  • Your marketing plan has not been reviewed or tweaked in over a year
  • The customers in the database are opting out during email campaigns at higher levels than usual

These are just a few of the symptoms that marketers can experience. All of them elicit fear and anxiety. Why? Because customers aren’t knocking o your door as much as they used to. As the marketing department, if you think that you’ve tried everything you can think of and you’re not sure if what you are currently doing is working, it’s definitely time to stop, gather some market intelligence and re-load your marketing strategy. My suggestion is to start with clearly defining your target persona(s). That will help you define what content and channels to invest in for your brand. is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland




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