Category: Marketing

As healthcare, wellness, and related fields approach 2025, some unique marketing challenges lie ahead.

There are marketing issues that aren’t part of current conversations but demand future attention. Unlike trends that flare up and fade away, these issues require a proactive approach to ensure long-term success.

From physicians and mental care professionals to home care services and nutritionists, understanding and addressing these overlooked barriers could set you apart in a competitive industry. Companies that proactively tackle these emerging challenges can create sustained patient trust, improved outcomes, and market resilience.

GUIDE: Eight Best 2025 Marketing Challenges Facing Healthcare, and Health & Wellness (physicians, home care, dentists, mental care, nutrition, etc.)

1. Limited Personalization for Diverse Populations

Problem: Marketing in healthcare and wellness often fails to speak to the diversity of patient demographics. While most focus is on broad campaigns, healthcare providers miss out on deeply personalized strategies for niche patient groups, including non-English speakers, underrepresented ethnicities, or those with specific health conditions.
Why It’s Overlooked: Customizing content for every segment of a diverse population can be resource-intensive, and many marketers settle for generalized messages that miss the mark for specific audiences. This is often overshadowed by the pressure to keep up with broader market trends or compliance requirements.

2. Balancing Privacy and Personalization in Digital Health

Problem: With the rise of telemedicine and digital health tools, marketers face the challenge of offering personalized experiences without crossing privacy boundaries. Ensuring patient data is protected while also delivering relevant marketing content is a fine line few are actively discussing.
Why It’s Overlooked: The focus often leans heavily on compliance with HIPAA regulations rather than exploring how to responsibly balance personalization and privacy in digital marketing. Marketers are so focused on legal constraints that they overlook creative strategies to engage patients while respecting privacy.

3. Marketing Accountability in Health Outcomes

Problem: Healthcare and wellness marketing often lacks a direct connection to measurable health outcomes. Physicians and health services rarely see direct correlation between marketing spend and patient health improvements, leading to potential mistrust of marketing’s value.
Why It’s Overlooked: The challenge is complex, as it requires bridging marketing KPIs with clinical outcomes—something not easily achieved with traditional marketing analytics. Marketing and clinical teams often operate in silos, making this an under-discussed problem.

4. Managing Cumbersome AI-Driven Communication

Problem: As AI becomes more prominent in automating patient outreach and health communication, patients may experience communication fatigue, with a constant influx of robotic messages. This desensitization can cause people to tune out important health information.
Why It’s Overlooked: AI’s efficiency is so enticing that marketers focus more on automation benefits than on potential downsides. The assumption is that more communication is better, overlooking how overuse of AI can erode trust and engagement over time.

5. Building Trust in Unconventional Health Practices

Problem: With increasing interest in holistic health, wellness services like nutritional counseling, mental health therapies, or alternative medicine face a trust deficit. Many potential patients are skeptical of unconventional or integrative approaches, despite their growing popularity.
Why It’s Overlooked: The conversation typically revolves around compliance and regulations, ignoring the trust-building aspect. Marketers are not discussing how to make these services credible and trustworthy in the eyes of consumers beyond offering testimonials.

6. Fragmented Branding for Multi-Specialty Practices

Problem: For healthcare providers offering a mix of services (e.g., mental health, primary care, and dental services under one roof), creating cohesive branding becomes a challenge. Maintaining a unified brand while catering to diverse specialties often results in fragmented marketing messages.
Why It’s Overlooked: The complexity of marketing multi-specialty practices is often overshadowed by the logistics of running such a practice. Marketers end up focusing on each department individually rather than addressing the brand holistically.

7. Patient Education Beyond Digital Content

Problem: While SEO is essential, many healthcare marketers overly rely on optimizing content for search engines, often sacrificing genuine patient education in favor of keyword density. This can lead to distrust when patients feel the content isn’t truly helpful.
Why It’s Overlooked: The drive for traffic and rankings leads to a prioritization of SEO over user experience. This approach misses the importance of developing content that resonates with patient needs beyond simple search terms.

8. Over-Reliance on Social Proof in Sensitive Health Areas

Problem: Testimonials and social proof play a big role in marketing, but when it comes to sensitive health services—like mental health, home care, or chronic illness management—social proof alone can feel impersonal or even intrusive to potential patients.
Why It’s Overlooked: Marketers lean on social proof because it’s effective in many industries, but in sensitive health sectors, overusing it without incorporating empathy and deeper patient stories can feel tone-deaf. It’s rarely discussed as a barrier because of its perceived universal effectiveness.

Get Help Tackling 2025 Healthcare Marketing Challenges

A New Approach to Healthcare Marketing

Addressing these overlooked marketing challenges in the healthcare and wellness industries as we approach 2025 could fundamentally reshape how you engage with patients. By solving these under-discussed problems, your company can build stronger, more trusting relationships, foster meaningful connections, and achieve better patient outcomes, positioning your brand for long-term success.

GET MARKETING HELP FOR HEALTHCARE & HEALTH AND WELLNESS SERVICES »

Here are 11 emerging problems in the SaaS/Managed IT Services industries that are currently under the radar but are likely to become major challenges in 2025

1. AI-Driven Customer Expectations

Problem: Customers will increasingly expect hyper-personalized, AI-driven interactions and solutions. This will raise the bar for service and support, requiring SaaS Managed IT providers to invest heavily in AI and predictive analytics to remain competitive.
Why It’s Overlooked: Many companies are focused on automating processes for efficiency, but few are discussing the shift toward customer-facing AI-driven interactions and the data requirements to support them.

2. Data Privacy Complexity Across Borders

Problem: With different regions implementing stricter and more varied data privacy laws (e.g., GDPR, CCPA), managing compliance across global markets will become a logistical nightmare for SaaS companies that serve clients worldwide.
Why It’s Overlooked: Companies are currently dealing with data privacy on a country-by-country basis, but as these laws evolve, the complexity of complying across multiple jurisdictions is likely underestimated.

3. SaaS Ecosystem Overload

Problem: As companies adopt more SaaS solutions, there will be increasing difficulty managing and integrating multiple platforms into a cohesive ecosystem. IT teams will struggle with tool sprawl, inefficiency, and overlapping functionalities.
Why It’s Overlooked: The excitement around new SaaS tools often overshadows the operational challenges that come with managing a growing number of subscriptions and platforms.

4. Cybersecurity for Third-Party Integrations

Problem: As SaaS providers integrate with more third-party apps to offer seamless customer experiences, they will become more vulnerable to supply chain attacks and breaches from these third-party systems.
Why It’s Overlooked: Many companies focus on their internal security but may overlook the increased risk exposure from integrating external apps and APIs, which often lack robust security protocols.

5. AI Bias in SaaS Algorithms

Problem: AI algorithms used in SaaS tools may perpetuate biases in decision-making, which can lead to unintentional discrimination in areas like hiring, customer service, and product recommendations.
Why It’s Overlooked: Companies are heavily investing in AI but are not yet fully grappling with the ethical implications of how their AI models might reinforce or exacerbate biases in critical business functions.

6. Sustainability Mandates for Cloud Usage

Problem: As sustainability and carbon footprint become more central to corporate responsibility, SaaS companies will be required to reduce the environmental impact of their cloud operations and data centers.
Why It’s Overlooked: While the focus is currently on business growth, sustainability is quietly becoming a major corporate priority, and SaaS companies will be under pressure to adopt greener practices, which could increase costs.

7. Employee Skill Gaps in AI and Automation

Problem: The rapid adoption of AI, automation, and advanced analytics in the SaaS industry will create a significant skills gap among existing employees. Training and upskilling will become critical to maintaining operational efficiency.
Why It’s Overlooked: Many companies are focused on adopting new technologies, but few are investing enough in training their workforce to handle the complexities of AI and automation.

8. Decentralized SaaS Solutions (Web3)

Problem: Decentralized SaaS solutions powered by blockchain technology (Web3) are likely to disrupt traditional SaaS models by enabling peer-to-peer services, eliminating intermediaries, and offering more user control.
Why It’s Overlooked: While blockchain and Web3 are gaining traction in certain sectors, their impact on SaaS has not been fully realized, but it could significantly change how services are delivered and consumed.

9. Deepfake and Digital Fraud

Problem: The rise of AI-powered deepfake technologies poses a growing threat to SaaS Managed IT Services. Malicious actors could use deepfakes to deceive businesses, compromise security, or manipulate business-critical systems.
Why It’s Overlooked: The focus is currently on combating traditional cyber threats like phishing and ransomware, but the potential for deepfakes to cause harm is still not widely discussed in the B2B SaaS space.

10. Subscription Fatigue Among Customers

Problem: As more services shift to subscription models, customers are likely to experience subscription fatigue, where the cumulative cost of multiple subscriptions becomes unsustainable, leading to cancellations.
Why It’s Overlooked: The focus on recurring revenue models has overshadowed the risk that customers may reach a breaking point in their willingness to subscribe to multiple services, especially as economic pressures rise.

11. Cognitive Overload from Excessive Automation

Problem: Automation is streamlining processes but also increasing the cognitive load on decision-makers who now have to interpret and act on vast amounts of data. This could lead to burnout and decreased decision quality.
Why It’s Overlooked: The benefits of automation are being championed, but the psychological toll of managing automated insights and making constant data-driven decisions has not been fully examined.

Get Help Tackling These Marketing Challenges

In 2025, marketing leaders in these tech industries will face a rapidly evolving landscape defined by emerging challenges such as AI-driven customer expectations, data privacy complexity, and SaaS ecosystem overload.

Many of these issues – though currently overlooked – will demand immediate attention and strategic foresight to avoid falling behind competitors.

Adapting to these challenges through proactive solutions can future-proof organizations and also foster innovation, strengthen customer relationships, and secure long-term success in an increasingly competitive market.

GET MARKETING HELP FOR SAAS »

GET MARKETING HELP FOR MANAGED IT SERVICES »

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The legal services industry faces distinct marketing challenges that many firms are not yet discussing.

These challenges are flying under the radar due to their specificity or because they’re outside the focus of trends dominating the marketing space.

Mastering these unique issues offers a significant opportunity to differentiate a firm in the marketplace. Successfully addressing these challenges could lead to substantial growth and a future where client relationships are stronger, reputations are fortified, and new business pipelines are continuously fed.

GUIDE: Top Nine 2025 Marketing Challenges Facing Legal & Attorney Services

1. Client Communication Beyond the Case

Problem: Many legal firms focus their marketing efforts solely on acquiring new clients, often neglecting to maintain ongoing communication with existing ones, especially after a case has closed. This results in a disconnect, where past clients feel abandoned, leading to lost referrals and repeat business.
Why It’s Overlooked: Most firms prioritize cases currently generating revenue. Once a client’s legal matter is resolved, attention shifts to new business. As a result, maintaining a regular communication plan with past clients feels less urgent and isn’t widely discussed as part of marketing strategies.

2. Over-reliance on Word-of-Mouth Referrals

Problem: An everlasting problem. While referrals are valuable, an over-reliance on them without supplementary marketing strategies can make a firm vulnerable to market changes or shifts in client behavior. Focusing solely on word-of-mouth may also limit opportunities for expansion.
Why It’s Overlooked: The prestige of referral-based business can create complacency. Firms with strong reputations often don’t feel the need to expand their marketing efforts, believing referrals alone will continue driving business, even though markets and client expectations are evolving rapidly.

3. Failure to Capitalize on Alternative Legal Service Providers (ALSPs)

Problem: The rise of alternative legal service providers (ALSPs) is reshaping the industry. Legal firms that don’t incorporate ALSPs into their offerings or fail to market the advantages of using them risk losing clients to more cost-efficient competitors.
Why It’s Overlooked: ALSPs are still seen as competitors rather than potential partners or opportunities for growth. Firms may not yet grasp how marketing the strategic use of ALSPs can position them as more efficient and forward-thinking, missing a valuable marketing angle.

4. Non-Localized Digital Content Strategies

Problem: Many firms focus on general SEO efforts, failing to invest in hyper-local strategies. Not targeting local SEO leaves them behind in highly competitive markets where people search for legal help close to their geographic location.
Why It’s Overlooked: Local SEO is often perceived as something smaller firms or solo practitioners need to worry about. Larger firms, especially, may focus on broader branding without realizing that hyper-local targeting can yield immediate, tangible results.

5. Lack of Personalization in Client Engagement

Problem: While the legal industry thrives on relationships, many firms are slow to personalize client interactions beyond legal services. Personalization in emails, content, and services is still underused despite its ability to build stronger client loyalty.
Why It’s Overlooked: Traditional law firms are often slow to adopt personalized marketing techniques because legal practice is rooted in professionalism and formality. The notion of personalizing communications may feel too informal for many attorneys, leading to hesitation in adoption.

6. Inadequate Use of Client Testimonials in Digital Strategy

Problem: Although testimonials are a powerful form of social proof, many legal firms fail to leverage them effectively on websites, social media, or email campaigns. A lack of fresh, regularly updated testimonials can lead to missed opportunities for trust-building.
Why It’s Overlooked: Many firms feel uncomfortable asking clients for testimonials due to privacy concerns or the sensitive nature of their cases. Additionally, legal services often handle long and complex issues, making it hard to distill positive feedback into a short, concise review.

7. Underutilization of Video Content

Problem: Despite the surge in video content across all industries, legal firms lag behind in adopting video as a primary marketing tool. Most continue to focus on text-heavy websites and blogs, missing out on the engagement potential of video.
Why It’s Overlooked: Lawyers traditionally rely on written content due to its detailed nature and emphasis on accuracy. Shifting toward video may feel uncomfortable, and many firms believe their target audience prefers detailed written information over shorter video segments.

8. Ignoring Data-Driven Insights for Marketing Decisions

Problem: Legal firms often lack a comprehensive approach to measuring the effectiveness of their marketing efforts, relying instead on instinct or historical success. Ignoring data-driven insights can lead to missed opportunities for optimizing campaigns and reaching the right audience.
Why It’s Overlooked: The legal industry tends to focus on billing hours and case outcomes, with little attention paid to analyzing the ROI of marketing efforts. Additionally, a lack of familiarity with data analytics tools can make this seem like a low priority.

9. Overcomplication of Legal Terminology in Marketing Materials

Problem: Many legal firms use overly complex language in their marketing, which can alienate potential clients unfamiliar with legal jargon. Clear, straightforward messaging is key to building trust and accessibility, yet it is often lacking.
Why It’s Overlooked: Lawyers are trained to use precise legal language, which can unintentionally carry over into marketing. Firms may not realize that the average client seeks clarity and simplicity, not legalese, when looking for legal services.

The legal services industry faces unique marketing challenges heading into 2025. Addressing these often-overlooked issues can set a firm apart in a crowded marketplace. Firms that recognize and act on these challenges will not only enhance their marketing effectiveness but also position themselves as forward-thinking leaders in the legal space. The future of legal marketing belongs to those who are willing to explore beyond current trends and focus on the essentials that truly resonate with clients.

One of the biggest frustrations for marketing leaders within an organization is being able to clearly demonstrating ROI of marketing efforts to upper management (or stakeholders).

It can be difficult to clearly demonstrating ROI of marketing efforts to upper management or stakeholders.
You wish for an easy and accurate way to measure the impact of marketing strategies on revenue.
We all have the fear of investing heavily in a marketing strategy that does not yield measurable returns.

Steps to Calculate ROI (Simple and Straightforward Method):

Identify the Costs:
- Total Investment: Calculate the total cost of the marketing campaign, including all expenses like advertising spend, salaries of the marketing team, costs of tools and software, and any third-party services used.
Track the Revenue Generated:
- Direct Revenue: Measure the revenue that can be directly attributed to the marketing campaign. This can involve tracking specific metrics such as sales from a campaign-specific landing page or through using promo codes.
- Lift in Revenue: Consider any increase in overall sales that occurred during the marketing campaign which can reasonably be attributed to the marketing efforts.
Calculate Net Profit:
- Net Profit = Revenue from Campaign – Cost of Campaign.
- This step requires accurate data collection and attribution to ensure you’re measuring the true impact of the marketing spend.
Calculate ROI:
- ROI Formula: $(Net Profit / Cost of Campaign) \times 100$
- This final step will give you the ROI as a percentage, indicating how much profit each dollar of your marketing spend generated.

Example of Calculating ROI on a Marketing Campaign.

Suppose your company spent $10,000 on a marketing campaign. By the end of the campaign, you tracked $30,000 in sales that could be directly attributed to these efforts. Here’s how you would calculate the ROI:

Net Profit: $30,000 (revenue) – $10,000 (cost) = $20,000
ROI: $($20, 000/$10, 000) \times 100 = 200%$

This ROI of 200% means that for every dollar spent on the campaign, your company earned two dollars in profit.

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We’ll prove our worth or end the relationship for you.

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What Are Category Entry Points, Why Do They Matter for Businesses, And How They Can Aid In The Success of Your Brand?

We all know marketing is crucial in selling products and services. You may have the best product or service available, however understanding category entry points (CEPs) may be the only path to hitting your sales targets. As such, it’s essential to understand the various marketing strategies and how to use them effectively. Let’s explore what CEPs are, their history and origin, and their benefits. And we’ll show you some examples of CEPs you can use in your marketing strategy.

What are Category Entry Points (CEPs)?

Category entry points, or CEPs, as they’re commonly known, are hints that individuals use to access their memories when faced with a buying situation. These entry points (or memory recalls) allow marketers to position and differentiate their product or service from other offerings in the market. They’re used to increase brand recognition, build customer loyalty, and the recall itself encourages customers to purchase your products or services. When you think of purchasing a product or service, the memory that comes to mind is where your search to fulfill your need will start – that’s a category entry point.

History and Origin of CEPs

The concept of category entry points was first introduced by LinkedIn Biz Institute. This platform provides business professionals with the skills and knowledge to help them succeed in their chosen fields. CEPs can be used to understand customer behavior and preferences better so marketers can create more effective marketing strategies.

Benefits of Category Entry Points

There are several benefits to using CEPs in your marketing strategy, including:

Increased brand recognition and awareness
Encouraging customer loyalty
Differentiating a product or service from competitors
Enhancing the overall buying experience
and more…

As we’ve seen, CEPs can be an effective way to improve your marketing strategy. Here are some examples of CEPs that you can use in your marketing efforts.

Examples of Category Entry Points

Quality

You can use this entry point to show customers that your product or service offers a higher quality than the competition. This can include using premium materials, craftsmanship, and technology in the design of your products or services.

Price

With this entry point, you’re showcasing that your product or service is more affordable than comparable offerings in the market. By doing so, you’re appealing to customers looking for value and affordability.

Selection

This entry point focuses on offering customers more options when it comes to styles, sizes, and colors. This allows them to find exactly what they’re looking for without going from store to store.

Service

Most of us know how vital customer service is today. This entry point focuses on providing customers with a personalized, friendly, and helpful experience when they purchase your product or service.

Convenience

Convenience is also essential, especially in today’s digital world. Therefore, this entry point focuses on providing customers with an effortless way to purchase your product or service, such as offering online ordering and delivery options.

Innovation

This entry point is about showcasing that your product or service offers something unique, such as a revolutionary new design or technology. By doing so, you’re appealing to customers looking for the latest and greatest offerings in the market.

While there are many category entry points that you can use in your marketing strategy, these examples should provide a good starting point. Remember that it’s crucial to understand your target audience before implementing any of these CEPs to ensure you use the most effective ones for your business.

How to Leverage The Power of CEPs

Category entry points effectively differentiate your product or service from the competition, create customer loyalty and boost sales. As marketers, we should work to identify the most effective CEPs for our particular product or service. Doing so will help us create a more effective strategy. It’s that memory association and brand differentiation we want to create.

Take the time to research your target audience and determine which CEPs will be most effective for them. Find the entry point and focus on creating a natural association. For example, the smell of coffee in the morning triggers a trip to Starbucks, wanting a long lasting truck steers you to a toyota dealership, or wanting the latest and greatest technology guides your iphone launch purchases. Leverage the power of CEPs and create a successful marketing strategy that resonates with customers.

Increase brand recognition, improve customer loyalty and drive sales.

Need help?

And as always, we do this all the time. Reach out for guidance defining good category entry points in your marketing strategy.

Definitions of CPM are trending. Why? Not really sure. But here’s a quick overview of CPM in advertising.

CPM = Cost Per Mille (not mile)

Cost Per Mille (or cost per one thousand). M is the roman numeral to represent 1000 and pronounced as “mill” in English, or more like “meal” in French. In advertising, cost per mille represents an advertiser paying a specific dollar amount per 1000 views or impressions.

What is an impression?

An impression represents any time someone views an advertisement; so one view = one impression.

History of CPM

CPM (cost per thousand impressions) was one of the first measurements for ad success. As large firms began launching websites in the mid-to-late 1990’s, they would serve banner advertisements that were paid for by advertisers based on CPM. So everyone was quickly jumping into the online scene and paying a fee to diplay a banner ad per thousand views – check out a fun article on study.com that details initial banner ads on the internet.

CPM vs. CPA vs. CPC

Speaking of digital ad banners, CPM is a metric used less and less by advertisers in paid advertising. Why? It’s a bit hard to measure the end-of-funnel ROI (or ROAS = Return on Ad Spend). There’s where CPA and CPC come into play.

What is CPA in marketing?

CPA stands for Cost Per Acquisition (or some marketers also refer to this as Cost Per Action). CPA is a broken down cost of the fee it takes to close a client. CPA ad structures are popular in B2B paid advertising. For example, think of a large dump truck from CAT! It might take 250,000 views of an advertisement before one of those views commits to buying just one CAT dump truck. Those dump trucks cost $10million+ each. If those 250,000 views for 1 purchased truck cost $25,000 dollars, your CPA is $25,000 to get one CAT purchased.

What is CPC in marketing?

CPC stands for Cost-Per-Click (also referred to as Pay-Per-Click traffic). If CPM is a cost method of the number of views/impressions, and CPA is a cost method based on how many views eventually lead to a purchase, CPC is in between. CPC is the cost method to the advertiser for the click in between the view and the purchase. The CPC fee model for advertisers is the most common in digital marketing.

CPM for Brand Awareness

CPM is a great fee structure to maximize brand awareness. It’s generally a great way to maximize dollars to build brand awareness with specific, targeted digital publishers. For example, if Intel or AMD want to advertise a new processor, they may run a CPM fee structure for a display campaign that only runs on tech sites like PC Magazine, AnandTech, or Toms Hardware… The goal is to get in front of as many eyeballs as possible, not necessarily push prospects through a funnel.

CPM for Content Creators

We always pick on mommy blogs. But if you’re a content creator on youtube, tiktok, instagram, or have a more traditional mommy blog, you can earn money by running ads on your content. Google AdSense is probably still considered the most popular ad serving platform for creator’s websites. This allows you to serve other people’s ads on your site (curated by you), thus allowing the creator to make money on a CPM basis for the ads running on your site. So if you’re posting a recipe for Halloween 2022 and your bat wing cupcake recipe goes viral, Google will pay you to run ads on your recipe page (you turn all that viral traffic into an income source). Every one thousand views will pay you a certain amount!

How to calculate CPM (in advertising)

If a company wanted to place an ad on a website and the CPM was $10, it would cost the company $10 to deliver the ad to 1,000 people. If the ad was displayed to 50,000 people, the cost would be $50.

To calculate CPM, divide the total cost of the ad campaign by the number of impressions in thousands, and then multiply by 1,000. For example, if a business pays $500 for an ad campaign that generates 50,000 impressions, its CPM would be calculated as follows:

$500 / (50,000 / 1,000) = $10 CPM

And THAT is what CPM is in the marketing world. It’s not the most used cost method since the early days of the internet, but it still has an important place in the paid advertising ecosystem.

As always, if you need help with a CPM-based, brand awareness campaign, we’re your go-to team; reach out!

This article is a simple guide for those marketers just learning Google Analytics or us veterans who simply haven’t had the time to dive into where things are located within the Google Analytics dashboard. Let’s look at the simple demographics: Age and Gender. Age and Gender tracking is marketing 101. These simple demographics are the building blocks for mature target audiences.

Steps to View Website Audience User Age and Gender using Google Analytics.

Step 1. Sign in to Google Analytics, Select the Audience Demographics.

Sign in to google analytics and select the website and corresponding view. On the left navigation menu, select “Audience,” “Demographics,” and then “Overview.”

Step 2. Select the date range in which you’d like to view demographic information.

Once you’re on the Overview screen, the date range selection will be on the top right of the window. Let’s select Q4 of 2020 as our date range.

Step 3. Analyze the data.

By Default, you will see “All Users” selected. If you go back to part 1 – how to select website traffic audience filtering in Google Analytics – we’ll use that same technique here to filter demographics by traffic type.

Click on the name “All Users.” A new dialog window appears. Take a moment to take inventory of all the options. You may want to select different options in the future. For now, uncheck “All Users” and check “Direct Traffic,” “Organic Traffic,” “Paid Traffic,” and “Referral Traffic.” NOTE: 4 options selected at once is the max allowed.

Understanding what can be gained from analyzing Simple Demographics in Google Analytics.

Demographics are the base for any good Marketing Strategy. More than likely age and gender are the first thing you’ll look at when building your yearly marketing plans. Why is it important? Compartmentalizing your Demographics by traffic channel can be the first step to understanding your marketing efforts’ dynamics.

Where to go from here with Google Analytics?

In Part 1 of our Google Analytics Guide, we looked at how to view visitor traffic information in Google Analytics based on traffic. Take a look here:

<< Read Part 1 – How to view Organic and Paid Website Traffic.

And if you ever find your demographic information a bit suspect, we can help interpret it and other more advance demographic information. Reach out for help, we won’t bite.

Hello Marketing Community,

We’re having a virtual search marketing session to answer questions we all may have during the covid/corona virus (everyone work from home) time period. We have clients pause their campaigns – as i’m sure you have – and we could a brain share session.

https://www.meetup.com/Marketing-and-Advertising-by-ENDURANCE/events/269752529/

We’re going to start the conversation off be talking about what we’re seeing in the industry as a result of covid-19, the moral/ethical implications, Google’s apparent angst toward WordPress, and then open it up for questions.

Hosts for our event will be:

Jeremy Riley – Managing Partner @ ENDURANCE

Janssen Manno – Search Director @ ENDURANCE

If you’re not a member of our meetup group, please consider joining: https://www.meetup.com/Marketing-and-Advertising-by-ENDURANCE

We can have up to 100 participants and guests are welcome.

RSVP: https://www.meetup.com/Marketing-and-Advertising-by-ENDURANCE/events/269752529/

Take a peak at tour first Case Study of 2020.

We focus on results we were able to achieve by turning around the organic search presence of a leading fitness brand in only 8 short months.

DOWNLOAD THE CASE STUDY » | Contact ENDURANCE to view this client’s ROI »

What can we do for you?

Are outbound marketing techniques still relevant in industries across the world today? Or are they too pushy, salesy, and irrelevant to people who have full access online to nearly anything they could ever want or need?

While outbound marketing tactics are still effective and can provide a decent ROI, some that used to be the standard for marketing have changed significantly over recent years. It’s time to learn what still works and what strategies should make way for modern practices.

What Is Outbound Marketing?

Before we can look at some dying outbound marketing techniques, we need to answer the fundamental question: what is outbound marketing? Currently, many companies still spend up to 90% of their marketing budget on outbound marketing techniques.

Outbound marketing is essentially any form of marketing where the business starts the conversation with its audience. This means things like television commercials, newspaper advertisements, sales calls, email spam, flyers, and radio ads are all considered outbound marketing tactics. Options like these have been the go-to marketing choices for decades or longer.

In comparison, inbound marketing is when customers search you out. Techniques like search engine optimization (SEO), content marketing, and blogging fall into this category.

Irrelevant Outbound Marketing Techniques

Especially in recent years, outbound marketing techniques have become much less effective than they once were. When you use alternate strategies, clients come to you and already want your product. Because of this, many of the outbound marketing examples below offer a worse return on your investment.

1. Print Ads

While print ads might not be dead (yet), they are still one of the most expensive techniques for advertising a product. If you are trying to maximize your marketing budget, print ads are unlikely to be the best choice.

In a study completed last year, researchers found that more than 87,943 brands stopped using print ads as part of their outbound marketing tactics. While an argument was made that only a small portion of these switched to paid digital advertising, it is likely the larger part of them realized the power of organic marketing strategies like content marketing.

2. Newspaper and Magazine Ads

In 2007, magazine circulation peaked at $4.9 trillion. By 2017, this number fell to less than $2 billion, marking a decline of more than 60%.

Part of the problem is consumer behavior as people simply aren’t buying magazines and newspapers like they used to because of cheaper alternatives. Why buy a magazine when you can read the same article for free online?

Many publications are trying to stay relevant by going digital. The 162-year-old magazine known as The Atlantic managed to thrive by focusing on digital articles with advertisements and online subscriptions. If you consider online newspaper and magazine ads, then there is still some hope for these outbound marketing campaigns as long as they also see what is changing.

3. Cold Calling

According to a study completed by Baylor University, only about 28% of cold calls are answered with about 1% of those answered calls turning into an appointment for a second contact. As you can likely imagine, the number of conversions from this point is a mere fraction. While some consider these numbers to be a relatively strong ROI, you’ll have to decide if it is successful enough.

People already commonly refer to outbound tactics as “interruption marketing.” And there are few techniques more annoying to consumers than cold calling them at all hours of the day. After all of the work it takes to get a qualified lead, those leads convert only 20% of the time.

4. Email Lists

While outbound marketing email lists are less annoying than cold calls, they are growing increasingly less effective as spam filters and other software is becoming increasingly more effective at preventing these notes from ever reaching your target audience’s inbox. Email providers deliberately try to weed out targeted advertisements and emails, so few of your emails will end up getting through the spam filter in the first place.

A large percentage of companies still use outbound marketing emails as a part of their overall marketing efforts. While email lists may be on their way out, there are clearly some areas where they are still in use. But more often than not, these emails are deleted before a potential new client even opens it up.

Outbound Marketing Tactics Still Worth Pursuing

An outbound marketing strategy can help you grow your company, but you have to do it the right way. While some outbound marketing tactics are slowly dying, the following outbound marketing examples will help you breathe new life into your next advertising campaign.

1. Social Media Ads

An estimated 42% of the world’s population currently uses social media. Meanwhile, 68% of Americans get on social media each day. On Twitter, 83% of people who tweeted a company and got a response ended up feeling better about the brand.

Savvy companies go where the consumers are when it comes to marketing their products. Right now, a large portion of your typical consumers is going to be on social media, making it a great place to put at least some of your marketing budget. If you want your outbound marketing strategy to work, you need to place your ads where your audience can find them.

2. Search Engine Ads

As with social media ads, the majority of online markets are flooded with companies who are paying large sums of money to have their advertisements and content show up in the first spot on Google. This is because search engine ads continue to be surprisingly effective.

In a sense, these ads are a type of inbound marketing technique as they typically show up for consumers who have already shown interest in what you’re offering. Unlike a newspaper or television ad, your search engine ads don’t appear indiscriminately before the viewer. Instead, they show up if someone searches for similar terms.

3. Direct Mail

Even with all the digital options available now, a direct mail postcard still gets an average response rate of about 4.25% to 5%. In comparison, digital re-targeting response rates tend to be around only 0.7%, depending on the campaign.

Part of the difference is because of how direct mail works. Like emails, direct mail can be targeted at certain consumer demographics and geographic regions. Unlike email campaigns, direct mailers have to physically get into your audience’s hand.

Someone can delete an email without ever seeing it. They can also ignore search engine ads by quickly scrolling to the next option. If you send a prospective customer a postcard, they have to physically sort through their mail, look at it and carry it inside before they can consider their next step.

4. Cold Calling & Cold Emailing

Nope, this isn’t a moment of déjà vu. Cold calling and cold emailing really can land on both sides of this list. The old cold-calling techniques are dying off, but new outbound marketing campaigns make cold outreach more effective than before. Rather than merely cold calling or emailing prospects, new tactics give you the ability to target your outreach.

Every marketer worth their salt has tried cold calls and cold emails before. Now, you can carry out this outbound marketing strategy more effectively by targeting your audience.

More than 70% of someone’s buying decision occurs before they ever talk to a salesperson. To be effective, you need to do your research and learn about the consumer’s needs before you make a call. Your goal should be to use technology and research to turn your cold calls into warm calls, which involve having some kind of interaction or research involved before you contact someone.

Are You Ready to Shift Your Thinking to New Marketing Tactics?

While there may still be an outbound marketing strategy that will work for you, it is time to start incorporating new tactics. With the right examples, you can learn which outbound marketing techniques are the most effective today, which ones to ignore, as well as fresh ideas to add to your campaigns.

If you’re ready to take the next steps and massively improve your marketing efforts, the crew at Endurance is fully prepared to serve you. Choose us to handle a variety of marketing services for your business as we increase the authority and engagement of your brand.