As digital marketers, we know that we’re in one of the most stressful jobs in the world—but who knew it was this bad?
A recent study found that 86% of marketers admitted to feeling burned out at work, and more than half said they were overwhelmed by their workload and responsibilities.
When it comes to pushing your personal limits, digital marketing can be especially demanding since we often put in extra hours on top of our already long days just to stay on top of things at work and home.
7 Major Digital Marketer Stressors
1. Measuring Metrics
Measuring metrics isn’t difficult in and of itself. Metrics’ stressful aspect occurs in two kinds.
The first is the outcome of metrics.
Let’s say you’ve been working on a campaign for six months and have poured your heart and soul into it.
You’ve put in more than full-time hours on the campaign and accomplished what you set out to do, plus more.
The campaign is then completed, and the results are computed. The metrics show that, despite your best efforts and following the advice of the specialists, your objectives were not met.
You’ve spent the last of your budget and the previous six months on a campaign that didn’t work. Insert a sombre sigh.
How To Deal
Right away, set yourself up for success rather than stress.
You should define the most crucial aspect of this campaign in the early phases of developing your strategy.
Is it direct marketing? Boost video views? Perhaps it’s as simple as tripling engagement rather than a monetary figure.
In either case, you must first specify the major goal, followed by the secondary, tertiary, and so on.
Because the primary aim isn’t always reached, especially in the first round, it’s critical to go beyond simply defining the campaign’s main purpose.
Plus, rather than focusing on a single indicator, you should have a few others to measure in order to quantify some success or total failure.
2. Low-to-No Budgets
Not having a budget or having an extremely low budget to work with makes a digital marketer’s job extra stressful.
You don’t need a full marketing budget to get results. Keep things simple and focus on creating something of value that your audience will be eager to share.
If you have no budget, or an extremely low one, you can still achieve impressive results—as long as you keep expenses low by not spending on paid ads and other promotional items. Remember, if it can be done manually, it can be done on a shoestring budget.
How To Deal
Budgets that are huge or “experimental” are not available to everyone.
However, as digital marketers, we must be prepared to collaborate with both big and small firms.
You’ll be able to tell your boss or client what they can expect if they spend X amount if you set realistic expectations from the start.
We cannot foresee the future.
Yes, we want and strive hard for the best, but by knowing what can and cannot happen within a given price range from the start, you may avoid a lot of disappointment and worry.
Return to your desk after the budget meeting and run your own calculations based on what you’ve seen in the past.
Get a sense of how much it cost to achieve similar goals and how long it took.
Then, depending on X budget, write a report detailing what has worked, under what conditions, and a prognosis of what your boss or client should expect.
3. Google Updates
Google, oh Google. We make every effort to remain on top of any change you make.
We even strive to plan ahead of time for updates and algorithm adjustments. Despite this, Google, you continue to stress out digital marketers with each new release.
A huge change could have occurred in the blink of an eye, affecting our websites or the websites of our clients. They usually have a negative impact as well.
So, yeah, Google, you do occasionally worry me out.
How To Deal
Staying on top of everything that happens in the industry, just like Google does, is one of the greatest methods to deal with Google stress.
User behavior, cyber bugs, spam, and a few other web issues are all monitored by Google.
You should as well. This will enable you to better estimate when changes will occur and what types of changes are most likely to occur.
Subscribe to the best SEO blogs available. These blog pieces are authored by specialists, some of whom have strong ties to Google and long track records, allowing them to better predict, adapt, and share techniques with other marketers.
Take it a step further by following SEO professionals that are not only knowledgeable but also reliable sources of SEO forecasts.
4. Wearing Too Many Hats
You can bet all the money in my wallet ($4 and change) that you wear more than one hat, whether you work in-house, for an agency, or operate your own company.
In-house marketers typically strive to do everything, including SEO, UX design, social media management, PPC management, and content marketing.
Employees at the agency have their own specialties, yet they frequently find themselves aiding other divisions.
The business owner, on the other hand, knows better than anyone how to balance 50 different sorts of hats on their heads at the same time.
How To Deal
Concentrate solely on your field of expertise.
Yes, keep up with the millions of updates happening across the digital marketing industry, but devote your primary attention and research to honing your niche’s art.
Prioritize the major objectives for your expertise, and then consider how you might help in other departments if time permits.
Subscribe to both overarching digital marketing podcasts like Edge of the Web and more specific podcasts like the Perpetual Traffic Podcast, which focuses solely on Facebook, if you’re a social media marketer.
This will keep you up to date on trends, developments, and strategies in both the industry and your own specialization.
5. Lack Of Strategy Development
The pressure is always on to get things done quickly.
Despite the fact that it’s now common knowledge that digital marketing takes T-I-M-E, we all expect results now.
This is why so many expenditures are squandered because we jump right into trying to achieve outcomes without first formulating a strategy to get us there.
How To Deal
Define your objectives, as well as your requirements, and then devise a strategy to bring you there. Work forward, not backward.
The following is an example of a new project or campaign flow:
- Define your target audience: Who will be the target of this campaign? Who are you attempting to contact?
- Define the objective: What are you hoping to achieve with this campaign? What are your major and secondary goals?
- Establish a budget: How much money do you have to invest in this campaign? How long do you believe it will take you to reach your goal?
- Establish the strategy: What’s the most efficient way to get there? What form of marketing can assist you in achieving your goal? Do you require advertisements? What kind of material are you looking for?
- Execute the strategy: Combine one to four and try the method you’ve chosen.
- Define the outcomes: Were there any outcomes? Have you gathered any information? How closely did you adhere to the objective?
- Repeat the process.
6. Not Generating Conversions
With your PPC campaign, you finally located the sweet spot and were able to reduce the cost per click by 40%. The clicks are coming in thick and fast, and they’re coming from precisely where you want them to.
However, no one is interested in purchasing. Even though website traffic is at an all-time high, no one is converting. Why?!
How To Deal
When it comes to getting clicks but no conversions, something is usually amiss with the landing page or website.
Examine the following to see if you can figure out why people are leaving without converting:
- How quickly does the page load? People will not wait if it takes too long to load, and you will receive the click but not the conversion. “Two seconds is the threshold for eCommerce website acceptance,” says Maile Ohye, a former Google. We aim for under a half-second at Google.”
- Is it difficult to navigate your website? If a website’s information is too overwhelming, I’ll leave without even reading it. What I mean by too overwhelming is a pop-up box that takes up 3/4 of the screen and doesn’t make it clear how to close it, a site that is 90% text with no clear path on which text box to read first, and movies that start playing automatically but then freeze after two or three seconds. Send the site to 10 different individuals (a range of people) and get comments if you think your design is amazing but you’re still not getting conversions.
- Is the content they clicked on going to be what they get from the landing page/website? If you offer a 50% off discount and direct consumers to your “New Shoes” category page, you shouldn’t be surprised if you get a lot of clicks but no conversions. Make sure your message corresponds to the content of the page.
7. Grammar Errors
The to-do list is growing, and we need to publish that piece of material as soon as possible. So we scramble to put the finishing touches on it, add some branding flair, and send it off.
Your phone buzzes with a Twitter notification mentioning the brand and a screenshot of the subject line, “How to Tackle Technical SEO on a Low Budget,” in approximately 24.5 seconds. Your heart is sinking, but you’re not alone.
Subject line errors, social media post corrections, and ad headline errors are all too common.
How To Deal
Take it easy!
I promise you, re-reading your material before publishing or having a colleague look it over takes a lot less time than sending out an apology social media post, an oops email newsletter, and restarting the campaign.
Don’t think of yourself as perfect. We’re all human, and mistakes happen, but if you take the time to double-check your work before publishing, you’ll make less mistakes.