Marketing Activities that Fall Through the Cracks
Smaller companies usually try to get by with no marketing employee or a 1–2-person marketing team. It works out OK, but many activities necessary to support sales and growth end up falling through the cracks. Here are some common ones:
1. Content Distribution & Repurposing: Even the smallest companies, usually have someone on staff that can write well enough to get by. But it’s not enough to write (even compelling content) if no one sees it. Companies sometimes forget to maximize its distribution across channels and don’t have the time and/or skills to repurpose it into multiple formats such as blog posts, social posts, articles, white papers, media releases, webpage copy, etc.
2. Graphic Design: Most people think they have great graphic design skills, but few actually do. This puts management in the awkward position of having to reject the graphic design work of employees, or go along to avoid conflict.
3. Website Maintenance: Most smaller companies do not have the resources to have a web developer on staff. So, they hire a consultant that works on an hourly basis—which tends to be very expensive. There are some lucky companies that have been able find a consultant with the skills, availability and reliability they need, but most end up compromising on one or all three of these qualifications.
4. SEO Maintenance: Marketers sometimes neglect routine SEO audits, keyword updates, backlink management, or refreshing older content to ensure consistent rankings and visibility. This doesn’t require a web developer, but it does require someone with a solid understanding of SEO best practices and proficiency with analytics tools. The difference that an SEO expert makes in driving website traffic can be astonishing!
5. Updating Marketing Assets: In addition to webpage copy, marketing collateral such as brochures, and social media banners, become outdated, but routine updates are often neglected. Keeping branding assets current and aligned with the evolving message is critical for maintaining a cohesive brand presence.
6. Competitor Monitoring: It’s easy to focus solely on your own strategy and miss what competitors are doing. Without consistent competitor research, marketers can fail to notice shifts in the market, new tactics, or emerging trends that could influence their own strategies.
Knowing all this, we purposely crafted the services we provide to professionally cover most of these bases—taking care of what typically falls through the cracks without compromising quality. For a no cost discussion of your situation and how we can leverage metrics-based marketing to grow your business call 630-363-8081 or email jeanna@smartprcommunications.com.
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