We often hear from clients that the online marketing world is tough to navigate. They rely on us to provide guidance and clarity so they can make the best decisions for their business.

In the online world, the speed of technology and adoption presents unique challenges for businesses. Below are five challenges I routinely hear from clients and some suggestions on how to deal with them.

Word to the reader: if you’re a “skimmer,” be sure not to overlook the fifth topic, where I introduce Utility Marketing - one of the more recent and exciting marketing concepts.

[Update: since the original publication, and armed with some new data, we've added three more challenges to the end of the post.]

1) Social Media Management

Chances are you do not have your social media strategy figured out. Social media is still so young, that businesses are much more likely to have failed on social media than succeeded. This includes brands of all sizes - from the mom and pop shops to global brands with billions of dollars and seemingly unlimited manpower.

Common Social Media Challenges:

Questions you may already be asking yourself include:

1. What kind of content should we produce?
2. How can we produce remarkable content?
3. How often should we sell on social?
4. Who will do the work?
5. How do I hold them accountable?
6. Do I have the right person to lead and execute my social strategy?

Work on process: 

Deming famously observed that most problems in business can be traced back to process. In my observations working with clients, I’m more likely to see a flawed process for managing social than a flawed content strategy. Granted, I don’t often see great content strategies either, but it’s even more rare to see a great process. Given the choice, you’d rather have a content problem than a process problem. Content and strategy are relatively easy to fix. Incorporating a disciplined process for execution, measurement, and accountability is much more difficult.

To overcome the inherent challenges running a successful social media campaign, start with process, then input strategy.

2) Getting Value From SEO

I’ve written repeatedly on the challenges facing SEO firms today. From the changing algorithmsto the lack of keyword data, it’s become harder to get results and even harder to see results. Not a fun combination. The biggest losers were the companies that relied on these search engine rankings for the majority of their online revenue. Once the rankings disappeared, the revenue stopped.

by Abdallah sharlote rebecca