Agency Hurdles 2018

As a digital marketer, a social media manager faces many difficult challenges in different aspects of their functions. Many are forced to be creative a limited budget, while others will be hobbled by sudden changes in a platform's feed or algorithm. Challenges are a certainty, and there are always areas to improve. Below, you will find the top 5 issues digital marketers face and how you can successfully overcome them.

1. Generating Traffic and Leads

The Challenge:

Generating leads, and similarly traffic, has been a challenge for digital marketers since time immemorial. The challenge remains to this day, and as social media platforms and other marketing channels become more efficient, so too will your competition. In fact, as platforms for marketers get bigger and the options become wider, it will be harder to find the right one to focus your efforts on. 

The Resolution:

Solving your lead generation and traffic challenge is a two-step process.

First, you need to create high-quality content that resonates with your target audience and that they actually want to consume. For example, numerous research have shown that video is the way of the future in social media. In fact, Social Media Today found that Facebook generates 8 billion video views per day on average. In addition, they found that people watch Facebook Live Videos more than 3 times than pre-recorded video. To summarize, your lead generation strategy must focus on high-quality content that your audience wants to consume.

Next, you have to figure out the right content promotion strategy. Your audience will be bombarded with dozens of notifications daily, and you have to make sure that your posts stand out. Search is still an important part of how people get the information they need, but content is being delivered straight to consumers through social media. In that sense, you need to make sure you create a social calendar and schedule your posts to make sure you consistently promote your content.

2. Measuring the ROI of Marketing Activities

The Challenge:

With all the avenues that help conversions or directly lead to sales, it can be very difficult for social media marketers to track and measures the ROI of their marketing activities. However, it is one of the key things you must do to understand the effectiveness of each of your marketing campaigns. Proving ROI can help you increase your budget and create similarly successful campaigns in the future.

The Resolution:

In terms of tracking ROI, it is important to establish links between your marketing initiatives across the board. This means tracking metrics from different websites (like your blog) and multiple social media platforms and analyzing data to see how it all comes together. That’s why it’s necessary to have a powerful analytics tool that will allow you to connect the dots easily and more effectively.

Social Report Analytics

A tool like Social Report's sophisticated analytics tool lets you connect all your social media platforms like Facebook, Twitter, and Instagram, as well as your Shopify and Wordpress sites in one place, so you can view all the metrics that matter. Then, you can simply create presentation-ready reports that will help you gauge the performance of your marketing activities.

3. Identifying the Right Technologies

The Challenge:

Another big challenge that digital marketers face is finding the right applications and tools to run their social activities. There plenty of amazing apps out there that will let you execute your marketing initiatives, but there are more than a few that will disappoint you entirely and cost you time, money, and effort. When you need

The Resolution:

When looking for a specific app, it’s important that you map out your marketing needs. There are specialized apps for scheduling content, reviewing your social metrics, and automating your social media processes. Although there are some pros to choosing different apps for your different needs, you may end up disrupting your workflow. Worse, you may choose to pay for an app that you will only use once every few months.

"Instead of using multiple tools to schedule posts, track your metrics, and automate your accounts, why not choose an all-in-one solution?"

Instead, try to map out your marketing needs and see if a tool can potentially solve most of them. For example, instead of using multiple tools to schedule posts, track your metrics, and automate your accounts, why not choose an all-in-one solution? Along with the power to schedule posts and view your metrics across the board, Social Report can also handle automations for your social media accounts. Doing so can help keep your costs down and give you more time to invest in apps for your more specialized marketing activities.

4. Finding and Acquiring the Right Talent

The Challenge:

As brands turn their focus on digital marketing, the demand for experienced and effective marketers is at an all-time high. This means that top-tier performers aren’t readily available, so attracting the right talent could take months or more. 

In addition, companies are becoming more demanding of digital marketers. According to an analysis from Moz of the thousands of posting on Indeed, employers want marketers to have both technical and creative skills. All in all, the high demand for skilled marketers is causing a skill gap that makes it even harder for the supply to fill the void.

The Resolution:

The modern digital marketer does require a varied skill set. This includes both creative and technical skills to run digital marketing, content marketing, SEO, and social media marketing campaigns effectively.

One way to ensure your brand is attracting right talent is to be very specific about what skills you require. What will be their day-to-day tasks? What skills are needed for them to be effective? What challenges will they need to face and overcome? Answer these questions to formulate the right job post and attract the right talent.

Similar to your social media marketing efforts, you need to post your job where your target will see them. Traditional sites like Indeed or CareerBuilder will give you a massive yet general audience. On the other hand, choosing to post on LinkedIn or may help you be seen by the right people. Similarly, you can choose to post on job boards specifically for social media managers if that's your area of concern.

5. Adapting to a Changing Media Landscape

The Challenge:

Technology has made it possible to connect with your contacts, which should make Public Relations easier, right? Not necessarily. The ease of communications has changed the way news is delivered, so your local media contact is busier than ever before, which means your pitch can easily be ignored. Similarly, some journalists prefer not to be pitched over the phone, which creates another roadblock to your marketing efforts.

The Resolution:

The important thing to do when facing this challenge is to adapt and be flexible. If what worked 5 years, 3 years, or even 6 months ago doesn’t work today, then it’s time to change. It’s important to become a student of digital marketing and to continue your education while practicing your profession.

"If what worked 5 years, 3 years, or even 6 months ago doesn’t work today, then it’s time to change."

There are many resources on the web that can help you become a master of marketing, PR, and advertising in the digital world. From blog, webinars, and ebooks, there is a massive accumulation of free industry knowledge at your fingertips. All you need to do is look! If you don’t know where to start, you can find valuable information about social media marketing through the Social Report blog.


Digital marketers face a lot of challenges during the course of the year, but it’s important to know that these challenges are common. Whether it’s generating traffic or leads or proving ROI, or even hiring top talent, the best digital marketers are those that consistently overcome these challenges.

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