{"id":35074,"date":"2018-10-23T06:37:16","date_gmt":"2018-10-23T06:37:16","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2018\/10\/23\/10-common-marketing-challenges-or-problems-that-most-businesses-will-face\/"},"modified":"2026-10-15T17:16:55","modified_gmt":"2026-10-15T17:16:55","slug":"10-common-marketing-challenges-or-problems-that-most-businesses-will-face","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2018\/10\/23\/10-common-marketing-challenges-or-problems-that-most-businesses-will-face\/","title":{"rendered":"10 common marketing challenges or problems businesses face"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Experts define marketing as the \u201c<em>set of techniques, strategies and studies aimed at improving how a product is sold<\/em>\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\">But basically, digital marketing is anything that helps you and teaches you <a href=\"https:\/\/mailrelay.com\/en\/blog\/2018\/10\/02\/how-to-sell-online-7-tips-to-sell-online\/\">how to sell online<\/a> more of your products or services, and sell them better, whether that&#8217;s your employees&#8217; uniforms, studying your product&#8217;s target price or nationwide prime-time TV ad campaigns.<\/p>\n\n<p class=\"wp-block-paragraph\">Large corporations know all this, and their marketing and sales departments handle it very well.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>But what about the bulk of businesses: SMEs, micro-businesses and the self-employed?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The vast majority of businesses in Spain are small businesses, freelancers and self-employed professionals who aren&#8217;t really clear on this marketing thing: what it is or what it&#8217;s for.<\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s why, here at <a href=\"https:\/\/mailrelay.com\/en\/\">Mailrelay<\/a>, I want to use this article to look at 10 common marketing challenges or problems for businesses.<\/p>\n\n<p class=\"wp-block-paragraph\">You may also be interested in these articles:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/blog\/2023\/03\/28\/how-to-attract-customers-email-marketing\/\">How to Attract Customers with Email Marketing [15 Tactics and Examples]<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/blog\/2026\/09\/06\/email-sales-turn-your-newsletter-into-a-selling-machine\/\">Increase Your Sales Through Your Newsletter<\/a><\/li>\n<\/ul>\n\n\n<h2 class=\"wp-block-heading\">\u00b7 10 common marketing challenges or problems businesses may face<\/h2>\n\n<p class=\"wp-block-paragraph\">Here are some of them. If you own or work for a business, you&#8217;ll probably recognize yourself in a few:<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Avoid one of the most common marketing problems<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not having a direct channel with your customers is a common mistake. Mailrelay makes it easy to fix.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=problemas-habituales-de-marketing\">Discover Mailrelay<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h3 class=\"wp-block-heading\">1.- Not knowing how to explain your product<\/h3>\n\n<p class=\"wp-block-paragraph\">\u201c<em>You can&#8217;t see the forest for the trees<\/em>\u201d. Being a great expert on a product often doesn&#8217;t make you the best person to sell it.<\/p>\n\n<p class=\"wp-block-paragraph\">You know its features, its manufacturing stages, its materials\u2026 but <strong>you don&#8217;t know how to explain your product to the potential buyer<\/strong>, who cares little about its hundreds of features because they&#8217;re only looking for one of them.<\/p>\n\n<p class=\"wp-block-paragraph\">Any product or service should be explained from the customer&#8217;s point of view. What is the customer looking for in that service or product? We also need to <a href=\"https:\/\/mailrelay.com\/en\/blog\/2023\/05\/30\/difference-between-needs-and-wants\/\">distinguish between needs and wants<\/a> from the customer&#8217;s perspective.<\/p>\n\n<p class=\"wp-block-paragraph\">Price, quality, reliability, solving a problem, making life easier, raising their social status\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">Whoever is in charge of selling the products or services, whether it&#8217;s the business owner as a self-employed person, retailer or independent professional, or sales reps and shop assistants, or waiters in bars and restaurants, they all need <strong>training so they learn how to sell their products<\/strong>, presenting them as a way to solve something for the customer.<\/p>\n\n<p class=\"wp-block-paragraph\"><em>\u201cYour product or service isn&#8217;t good because it&#8217;s yours; it&#8217;s good because your customers want to buy it.\u201d<\/em><\/p>\n\n<p class=\"wp-block-paragraph\">That brings us to the next problem, especially when any business is just starting out:<\/p>\n\n<h3 class=\"wp-block-heading\">2.- Not finding your market segment<\/h3>\n\n<p class=\"wp-block-paragraph\">Opening a business and thinking that everyone on the planet is a potential customer is an all too common mistake among entrepreneurs today.<\/p>\n\n<p class=\"wp-block-paragraph\">Even more so if that entrepreneur knows a little about social media or simply has lots of friends on their personal Facebook.<\/p>\n\n<p class=\"wp-block-paragraph\">Let&#8217;s look at some examples:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>A family law firm (divorces) can&#8217;t \u201c<em>hook<\/em>\u201d a single person as a client.<\/li>\n\n\n\n<li>Sending a sales rep into a retirement home to sell high-mountain climbing gear isn&#8217;t a good idea.<\/li>\n\n\n\n<li>Handing out leaflets for the latest Rolls Royce model at a secondary school won&#8217;t generate a single sale for the dealership\u2026<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\"><strong>Do you see what I mean?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">We all sell something to someone. The problem with small businesses, and especially with entrepreneurs who are just starting out, is that they aren&#8217;t very clear about who their ideal buyer is.<\/p>\n\n<p class=\"wp-block-paragraph\">Defining your ideal buyer, your market segment, in advance only brings benefits.<\/p>\n\n<p class=\"wp-block-paragraph\">First, it gives you a very clear idea of your business&#8217;s potential: if there are only a handful of potential customers for your products or services in your town, you know you shouldn&#8217;t be a local business; <strong>you&#8217;ll need to think and act like a business serving your district, province, region or the whole country.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Second, <strong>you know what the potential customer of your products or services is looking for<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">They may be after novelty (especially with tech products), they may be after price, they may be after quality, they may be after the status that owning one of your products gives them (or being seen eating at your restaurant)\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">Knowing what your business&#8217;s ideal customer is looking for, you&#8217;ll be able to explain your product better and you&#8217;ll get more sales and more profit.<\/p>\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/01\/errores-que-no-debes-cometer-al-vender-en-internet.png\" alt=\"marketing mistakes\" class=\"wp-image-12937\" style=\"width:630px;height:auto\" title=\"marketing mistakes\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/01\/errores-que-no-debes-cometer-al-vender-en-internet.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/01\/errores-que-no-debes-cometer-al-vender-en-internet-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/01\/errores-que-no-debes-cometer-al-vender-en-internet-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h3 class=\"wp-block-heading\">3.- Lacking salespeople<\/h3>\n\n<p class=\"wp-block-paragraph\">Sales has always been one of the most in-demand professions. In times of economic crisis, a good salesperson<strong> can keep a company afloat. <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">So imagine what they can do in good times.<\/p>\n\n<p class=\"wp-block-paragraph\">The problem is that we think only the salesperson has to sell, and know how to sell.<\/p>\n\n<p class=\"wp-block-paragraph\">A waiter should be a great salesperson, a shop assistant should be a great salesperson, a lawyer should be a great salesperson\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">Organize your small or medium-sized business so that every employee is a salesperson and knows how to sell your product. That may be the key to success. And very few businesses give this any importance.<\/p>\n\n<p class=\"wp-block-paragraph\">If you have a sales department and you&#8217;ve hired salespeople, let them do their job.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>If one of them stands out for their achievements, reward them, look after them, pamper them\u2026<\/strong> and let the rest learn from them (starting with you).<\/p>\n\n<p class=\"wp-block-paragraph\">A good salesperson knows what they have to sell (what the business owner has told them they need to sell at that moment), knows how to sell, knows how to build customer loyalty and knows <strong>how to generate cross-selling<\/strong> (increasing revenue per customer, and profits).<\/p>\n\n<h3 class=\"wp-block-heading\">4.- Your business is invisible<\/h3>\n\n<p class=\"wp-block-paragraph\">Making your business known is one of the main tasks of any business owner. The problem comes when choosing the medium and the resources.<\/p>\n\n<p class=\"wp-block-paragraph\">Advertising a business is very simple and can be very cheap.<\/p>\n\n<p class=\"wp-block-paragraph\">But if you use the wrong medium and target people who aren&#8217;t interested in your product or service, you&#8217;ll only have wasted time and money.<\/p>\n\n<p class=\"wp-block-paragraph\">Some of the platforms where you can make your business known are:<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf <strong>Ads in the press, on radio and on TV<\/strong> (at local, district, regional, national or international level) or ads on the various online platforms.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf <strong>Flyers on car windshields<\/strong>, in home mailboxes, or handed to people walking past your business. It sounds \u201cvintage\u201d, but why not?<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf <a href=\"https:\/\/mailrelay.com\/en\/blog\/2018\/03\/27\/what-is-a-blog-and-what-is-it-for\/\" target=\"_blank\" rel=\"noopener\">Create a corporate blog<\/a>, rank it for your professional sector and use it to showcase your company&#8217;s strengths and the many ways it can make your potential customers&#8217; lives easier. Direct marketing and <a href=\"https:\/\/mailrelay.com\/en\/email-marketing\/\">email marketing services<\/a> also help.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf <strong>Social media accounts and pages.<\/strong> On top of that, you can run paid ads on those social networks, since the latest algorithm changes don&#8217;t let you reach very many people.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf <strong>Organize an event<\/strong> that also helps the community, so the media picks up the story.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf Even <strong>WhatsApp messages<\/strong> can be an excellent way to make your business known, especially since the arrival of the new \u201cWhatsApp Business\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\">But each of these forms of advertising is more effective for one type of business than for another.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Paying for an ad on regional TV when yours is a local business won&#8217;t do you much good.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">If you have a blog but don&#8217;t keep it updated, telling your readers about the strengths of your business, your products and your services, it won&#8217;t do you any good at all.<\/p>\n\n<p class=\"wp-block-paragraph\">Instagram is mainly a women&#8217;s network: they make up the majority of the people who use this social network. Advertising men&#8217;s grooming products there shouldn&#8217;t, at first glance, be an option.<\/p>\n\n<p class=\"wp-block-paragraph\">But since you know that ad will mainly be seen by women, you can adapt it so that they&#8217;re the ones who buy men&#8217;s hygiene products for their husbands, boyfriends, partners, brothers\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">When it comes to advertising, the first thing you need to <strong>keep in mind is what you want to achieve<\/strong>; once you know that, you&#8217;ll need to research which media or platforms suit that goal.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf For example, running an ad for men&#8217;s products in a magazine for girls and teenagers.  <strong>MISTAKE<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf Running that same ad in a magazine about football, motoring, etc. <strong>RIGHT CHOICE<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">At the local level, social media and the online world are becoming vital. We all carry our phones with us, and when we need something we ask the almighty Google:<\/p>\n\n<p class=\"wp-block-paragraph\"><em>\u201cWhere&#8217;s the nearest open pharmacy, where&#8217;s a locksmith near me, where can I eat right now\u2026\u201d<\/em><\/p>\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto.png\" alt=\"Illustration of a shopping cart, a target, charts and price tags\" class=\"wp-image-14294\" style=\"width:630px;height:auto\" title=\"setting prices\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h3 class=\"wp-block-heading\">5.- Getting your product&#8217;s price wrong<\/h3>\n\n<p class=\"wp-block-paragraph\">You may think the price of what you sell isn&#8217;t important from a marketing standpoint. And you&#8217;d be wrong.<\/p>\n\n<p class=\"wp-block-paragraph\">The product&#8217;s price is essential to the company&#8217;s success, and the consumer or customer must perceive it as \u201cfair\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Would you be willing to pay \u20ac1,000 for a can of Coca-Cola? Exactly.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">You should set your product&#8217;s price by first taking into account your professional circumstances and those of your buyer persona, and only then looking at your competitors&#8217; prices.<\/p>\n\n<p class=\"wp-block-paragraph\">Because your competitors may not have the mortgages you have; they may not have to pay the staff you do have to pay; they may have been in the market for a while, may have been working with the manufacturer or distributor for some time and may have advantages you don&#8217;t have yet.<\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s why you should first <a href=\"https:\/\/mailrelay.com\/en\/blog\/2017\/01\/31\/how-to-set-the-price-of-a-product\/\" target=\"_blank\" rel=\"noopener\">set the price<\/a> you need for the product.<\/p>\n\n<p class=\"wp-block-paragraph\">Then you&#8217;ll be able to see <strong>the lowest price you can set<\/strong>, the one where you neither make nor lose money, the limit below which you&#8217;ll lose money no matter how many items you sell.<\/p>\n\n<p class=\"wp-block-paragraph\">Once the price is clear, the next step is to \u201cdress up\u201d the product so your potential customers buy it from you and don&#8217;t go to the competition.<\/p>\n\n<p class=\"wp-block-paragraph\">A coffee usually costs practically the same in any bar; the quality of service, the decor, the atmosphere, the professionalism of the waiters\u2026 are what make one bar full and another empty.<\/p>\n\n<p class=\"wp-block-paragraph\">Competing on price is a very risky strategy that usually doesn&#8217;t pay off in the long run. A few years ago, a baker slashed the price of his loaves of bread.<\/p>\n\n<p class=\"wp-block-paragraph\">For a while he swept the market: he made very little money on each loaf, but he ended up selling thousands and thousands of them a day.<\/p>\n\n<p class=\"wp-block-paragraph\">A few months ago, the news came out that his bakeries had closed with a very large debt. Along the way, dozens of bakeries that sold their products at higher prices also closed.<\/p>\n\n<p class=\"wp-block-paragraph\">Now an entire region of Spain has been left without bakeries; people have to buy bread at department stores and gas stations. They no longer have the option of buying quality bread.<\/p>\n\n<h3 class=\"wp-block-heading\">6.- Marketing and sales out of sync<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Not every business has seasonal sales<\/strong>, but they all have revenue peaks and months when sales drop.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.rafasospedra.com\/marketing-online-en-valencia\/\" target=\"_blank\" rel=\"noopener\">Marketing<\/a> actions should be coordinated with what needs to be sold at any given time, and that doesn&#8217;t always happen.<\/p>\n\n<p class=\"wp-block-paragraph\">Appearing in an ad while the business is closed for the holidays or for a change of season; advertising some products while trying to sell others\u2026 It&#8217;s more common than you&#8217;d think.<\/p>\n\n<p class=\"wp-block-paragraph\">Many bars and their social media are a clear example of what I&#8217;m talking about here. If you browse Facebook and look up specific bars, you&#8217;ll find many of them posting photos at 7 p.m. of the tapas or food they served that morning.<\/p>\n\n<p class=\"wp-block-paragraph\">What they should be doing at 7 p.m. is advertising what customers can have when they get off work and go out for some tapas, or the menu they&#8217;ll have for dinner.<\/p>\n\n<p class=\"wp-block-paragraph\">What you need is <strong>for marketing to know what has to be sold<\/strong>, and when you want to sell it.<\/p>\n\n<p class=\"wp-block-paragraph\">Let&#8217;s stick with the bar example. If I don&#8217;t have stew on the menu, what&#8217;s the point of posting photos of a stew we made last winter? Who in their right mind is going to feel like eating a hearty stew in the middle of summer?<\/p>\n\n<p class=\"wp-block-paragraph\">A car repair shop shouldn&#8217;t advertise air conditioning recharges at the end of summer. A fashion store shouldn&#8217;t be advertising bikinis at Christmas\u2026 And the same goes for any example you can think of.<\/p>\n\n<p class=\"wp-block-paragraph\">And this brings us to the next common marketing problem in businesses:<\/p>\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/04\/plan-de-marketing.png\" alt=\"marketing plan\" class=\"wp-image-12383\" style=\"width:630px;height:auto\" title=\"marketing plan\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/04\/plan-de-marketing.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/04\/plan-de-marketing-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/04\/plan-de-marketing-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Coordinate marketing and sales with Mailrelay<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Automate your email marketing campaigns so marketing and sales are always moving in the same direction.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=problemas-habituales-de-marketing\">Get started with Mailrelay<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h3 class=\"wp-block-heading\">7.- Not having a marketing plan<\/h3>\n\n<p class=\"wp-block-paragraph\">Every company, large, small or medium-sized, has set working hours, a vacation period, and knows when it has to pay taxes and when it has to buy products\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">But very few small and medium-sized businesses have a <a href=\"https:\/\/mailrelay.com\/en\/blog\/2018\/03\/22\/digital-marketing\/\" target=\"_blank\" rel=\"noopener\">marketing plan<\/a> to know which products or services they should advertise to drive sales, or when they should do it.<\/p>\n\n<p class=\"wp-block-paragraph\">Being clear about when it&#8217;s best to sell one thing or another makes the marketing plan more effective and efficient.<\/p>\n\n<p class=\"wp-block-paragraph\">For example, divorces soar in September, after the summer holidays. A lawyer will get more out of advertising their services for that kind of case at the end of August than in the middle of February.<\/p>\n\n<p class=\"wp-block-paragraph\">Gyms fill up at the beginning of January and in mid-May. Advertising a little earlier to capture the attention of everyone who&#8217;s looking for information will be crucial for filling the gym in question with customers.<\/p>\n\n<p class=\"wp-block-paragraph\">Planning. Doing things not just to be out there and seen, but because it&#8217;s the right moment to advertise with the greatest benefit for the company.<\/p>\n\n<h3 class=\"wp-block-heading\">8.- Lacking a Brand Image, a professional reputation or a Personal Brand<\/h3>\n\n<p class=\"wp-block-paragraph\">Every company has some kind of reputation, whether it&#8217;s larger or smaller. Lacking that standing, that reputation, means you don&#8217;t exist as a company.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Your customers give you your reputation over time<\/strong>. But for that, you need a recognizable Brand Image that sets you apart from your competitors.<\/p>\n\n<p class=\"wp-block-paragraph\">The style you give your business, its decor, its professionalism, its products, its after-sales service\u2026 many factors help create a good Brand Image that users and customers turn into a good professional reputation.<\/p>\n\n<p class=\"wp-block-paragraph\">That reputation can be the deciding factor in whether people walk into one business or another. The clearest case is lawyers, to give one example. <strong>A lawyer with a reputation for winning every case<\/strong> will be the first choice for anyone who wants to win their lawsuit. The same goes for a repair shop that gives you a quote and sticks to it.<\/p>\n\n<p class=\"wp-block-paragraph\">If you can&#8217;t be recognized for your professionalism, you can try to get people to seek you out because everything looks so nice and tidy, or because of how well you treat customers you keep waiting for hours on end to be served\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">Every business needs to stand out clearly from its competitors through a series of features. Ideally, professionalism should be the main one, but that isn&#8217;t strictly necessary.<\/p>\n\n<p class=\"wp-block-paragraph\">We&#8217;re reminded right now of the bad reputation of the shop assistants at a very well-known multinational selling affordable fashion.<\/p>\n\n<p class=\"wp-block-paragraph\">Customers who walk into its stores get neither help nor good treatment from its staff (who generally just fold T-shirts); instead, customers go in solely because of the value for money of its products.<\/p>\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/07\/marketing-online.png\" alt=\"Illustration of a screen with a rising chart and a rocket taking off\" class=\"wp-image-16782\" style=\"width:630px;height:auto\" title=\"online presence\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/07\/marketing-online.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/07\/marketing-online-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/07\/marketing-online-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h3 class=\"wp-block-heading\">9.- Not having a proper online presence<\/h3>\n\n<p class=\"wp-block-paragraph\">As we pointed out above, nowadays we all have an internet-connected mobile phone at hand. At any moment, anyone could be searching for our items or products, and if we aren&#8217;t present online we&#8217;ll miss out on those sales.<\/p>\n\n<p class=\"wp-block-paragraph\">Having a proper online presence doesn&#8217;t mean having an outdated website, a blog where you never publish anything, or a social media page where you only advertise your products, uploading photos any old way.<\/p>\n\n<p class=\"wp-block-paragraph\">A good online presence means your website is active and works. If I list a contact phone number on it, that phone number is always answered by a professional who can handle the caller&#8217;s questions, doubts or complaints.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The same goes for emails.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The \u201cking\u201d of e-commerce in Spain, Ricardo Llop, says that <strong>the first thing he does as soon as he walks into his office is answer emails<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">And the last task he does before heading home to rest is answering emails. The difference between answering an email and leaving it waiting for 8 hours can be whether or not you sell your products or services.<\/p>\n\n<p class=\"wp-block-paragraph\">Something similar happens with social media. It isn&#8217;t, or shouldn&#8217;t be, a \u201chome shopping\u201d channel for your business. Think of your social media as a themed TV channel that talks about nature, decor or travel (about what you sell and your sector); the ads on that \u201cthemed TV channel\u201d, your company&#8217;s social media, will be the products and services you offer.<\/p>\n\n<p class=\"wp-block-paragraph\">Of course a restaurant should advertise the menus it&#8217;s going to offer on its social media. But it can also share where the ingredients the chef uses to prepare the dishes come from.<\/p>\n\n<p class=\"wp-block-paragraph\">Plus, every social network has a button for sending and receiving messages. <strong>It&#8217;s a perfect sales and after-sales channel<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">So are the comments that the general public and your customers can leave on your posts.<\/p>\n\n<p class=\"wp-block-paragraph\">Replying to those comments is as important as picking up the phone when it rings or answering an email.<\/p>\n\n<h3 class=\"wp-block-heading\">10.- Believing you don&#8217;t need to do marketing<\/h3>\n\n<p class=\"wp-block-paragraph\">Believing you&#8217;re \u201c<em>the best in the whole wide world<\/em>\u201d is far too common in small businesses, and even more so in small retail shops.<\/p>\n\n<p class=\"wp-block-paragraph\">Believing people will fill your business just because you say you have the best product at the best price is a mistake that ends up costing you dearly, very dearly.<\/p>\n\n<p class=\"wp-block-paragraph\">Marketing, as we&#8217;ve seen throughout this article (and in the definition I showed you at the beginning), is every action aimed at selling your product.<\/p>\n\n<p class=\"wp-block-paragraph\">No business survives without marketing; one way or another, it has to carry out some of the marketing actions we&#8217;ve described throughout this article.<\/p>\n\n<p class=\"wp-block-paragraph\">The problem lies in something we&#8217;ve also already mentioned. A marketing action has to be carried out at the right time and through the right channels so that it has the effect we&#8217;re looking for: <strong>selling more products to more customers. <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s because of these badly timed marketing actions that don&#8217;t get the desired results that small business owners believe marketing isn&#8217;t for their business.<\/p>\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/importante-en-publicidad-en-adwords-2.png\" alt=\"Illustration of hands holding signs with exclamation marks\" class=\"wp-image-33756\" style=\"width:630px;height:auto\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/importante-en-publicidad-en-adwords-2.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/importante-en-publicidad-en-adwords-2-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/importante-en-publicidad-en-adwords-2-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">\u00b7 &#8220;Bad marketing&#8221;<\/h2>\n\n<p class=\"wp-block-paragraph\">&#8220;Bad marketing&#8221; is a term that can refer to various situations or practices in the field of marketing that are considered ineffective, unethical or even harmful to a company&#8217;s image and reputation.<\/p>\n\n<p class=\"wp-block-paragraph\">Some examples of bad marketing could include:<\/p>\n\n<h3 class=\"wp-block-heading\">Misleading or false advertising:<\/h3>\n\n<p class=\"wp-block-paragraph\">Promoting products or services with incorrect or exaggerated claims that can confuse or mislead consumers.<\/p>\n\n<h3 class=\"wp-block-heading\">Invasive or intrusive strategies:<\/h3>\n\n<p class=\"wp-block-paragraph\">Using marketing tactics that interrupt the user experience, such as pop-up ads, unsolicited emails (spam) or unwanted phone calls.<\/p>\n\n<h3 class=\"wp-block-heading\">Lack of personalization:<\/h3>\n\n<p class=\"wp-block-paragraph\">Not adapting marketing messages to the needs and preferences of the different target audience segments.<\/p>\n\n<h3 class=\"wp-block-heading\">Neglecting market research:<\/h3>\n\n<p class=\"wp-block-paragraph\">Ignoring how important it is to understand consumers&#8217; needs, wants and behaviors before launching a marketing campaign.<\/p>\n\n<h3 class=\"wp-block-heading\">Misusing social media:<\/h3>\n\n<p class=\"wp-block-paragraph\">Posting low-quality, offensive or off-brand content, or not engaging properly with followers and customers.<\/p>\n\n<h3 class=\"wp-block-heading\">Violating customer privacy:<\/h3>\n\n<p class=\"wp-block-paragraph\">Collecting and using consumers&#8217; personal information without their consent, or not properly protecting customer data.<\/p>\n\n<h3 class=\"wp-block-heading\">Lack of tracking and measurement:<\/h3>\n\n<p class=\"wp-block-paragraph\">Not analyzing the performance of marketing campaigns or making adjustments and improvements based on the results.<\/p>\n\n<p class=\"wp-block-paragraph\">&#8220;Bad marketing&#8221; can have negative effects on how a company is perceived and on its success, so it&#8217;s essential to identify and avoid these practices in order to develop effective and ethical marketing strategies.<\/p>\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/publicidad-en-adwords-1.png\" alt=\"However, inefficient marketing\" class=\"wp-image-33746\" style=\"width:630px;height:auto\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/publicidad-en-adwords-1.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/publicidad-en-adwords-1-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/publicidad-en-adwords-1-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">\u00b7 However, inefficient marketing<\/h2>\n\n<p class=\"wp-block-paragraph\">&#8220;Inefficient marketing&#8221; refers to marketing strategies and tactics that don&#8217;t produce the desired results or don&#8217;t reach the set goals in the best possible way.<\/p>\n\n<p class=\"wp-block-paragraph\">Although there can be some overlap with &#8220;bad marketing&#8221;, the main difference is that inefficient marketing doesn&#8217;t necessarily involve unethical or harmful practices.<\/p>\n\n<p class=\"wp-block-paragraph\">Instead, it focuses on a lack of effectiveness in how marketing activities are carried out and how they perform.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Some characteristics of inefficient marketing can include:<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Lack of clear, measurable goals:<\/strong> Not setting specific, realistic goals for marketing campaigns, which makes it hard to measure success and optimize.<\/li>\n\n\n\n<li><strong>Misalignment with the company&#8217;s overall strategy:<\/strong> Carrying out marketing actions that aren&#8217;t aligned with the organization&#8217;s goals, values and value proposition.<\/li>\n\n\n\n<li><strong>Wasted resources:<\/strong> Spending time, money and effort on marketing activities that don&#8217;t generate an adequate return on investment (ROI).<\/li>\n\n\n\n<li><strong>Lack of proper segmentation and targeting:<\/strong> Aiming marketing messages at an audience that&#8217;s too broad, or not focusing on the market segments that are most profitable and relevant for the company.<\/li>\n\n\n\n<li><strong>Failing to adapt to market trends and changes:<\/strong> Not keeping up with technological innovations, changing consumer preferences or emerging trends in marketing.<\/li>\n\n\n\n<li><strong>Poor integration of marketing channels:<\/strong> Not effectively coordinating and combining online and offline marketing activities, which can create an inconsistent brand experience for consumers.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Inefficient marketing can lead to poor resource allocation and low performance in marketing campaigns, but <strong>it isn&#8217;t always synonymous with unethical or harmful practices like bad marketing. <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">Identifying and addressing the areas of inefficiency in marketing is essential for improving performance and achieving the company&#8217;s goals.<\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion: marketing challenges for businesses<\/h2>\n\n<p class=\"wp-block-paragraph\">Throughout this article, we&#8217;ve broken down some of the main problems small businesses have with marketing.<\/p>\n\n<p class=\"wp-block-paragraph\">As you&#8217;ve read, many of these problems aren&#8217;t caused by a lack of financial resources, but by a lack of planning, a lack of knowledge, or not letting the professionals do their work.<\/p>\n\n<p class=\"wp-block-paragraph\">Nowadays, with the online world within reach of anyone who wants it, marketing is very cheap for business owners.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s true that a good professional will achieve far more than an amateur, but there are thousands of articles online explaining how to do things right, how to manage your business&#8217;s social media well, how to get your pricing and discount policy right\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">Nowadays, <strong>things are done badly more out of carelessness than out of lack of knowledge<\/strong> or of the means to learn. Things are done badly out of the habit of doing them badly.<\/p>\n\n<p class=\"wp-block-paragraph\">Now that you&#8217;ve finished reading this article, I hope you&#8217;ll be one of the business owners who start doing good marketing for their business.<\/p>\n\n<p class=\"wp-block-paragraph\">We&#8217;d love to hear how it went for you. Will you leave us a comment?<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Solve your marketing challenges with Mailrelay<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Add the email marketing tool you need to your team and avoid these problems.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=problemas-habituales-de-marketing\">Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<p class=\"wp-block-paragraph\">Many of these challenges can be solved by relying on a good <a href=\"https:\/\/mailrelay.com\/en\/glossary\/marketing-information-system\/\" target=\"_blank\" rel=\"noopener\">marketing information system<\/a> and being very clear about who your <a href=\"https:\/\/mailrelay.com\/en\/glossary\/buyer-persona\/\" target=\"_blank\" rel=\"noopener\">ideal customer<\/a> is.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-5dc627e1 wp-block-columns-is-layout-flex\" style=\"margin-top:0;margin-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:112px\">\n<figure class=\"wp-block-image size-full is-resized is-style-rounded\" style=\"margin-top:0;margin-bottom:0\"><a href=\"https:\/\/mailrelay.com\/en\/blog\/author\/jose\/\"><img loading=\"lazy\" decoding=\"async\" width=\"176\" height=\"176\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay.jpg\" alt=\"Jose Argudo, CMO at Mailrelay\" class=\"wp-image-97284\" style=\"width:96px;height:96px\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay.jpg 176w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-150x150.jpg 150w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-110x110.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-60x60.jpg 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-120x120.jpg 120w\" sizes=\"auto, (max-width: 176px) 100vw, 176px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:4px\"><strong>Jose Argudo<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:4px\">CMO at Mailrelay. Writes about email marketing, copywriting, and conversion for small businesses and entrepreneurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0\"><a href=\"https:\/\/mailrelay.com\/en\/blog\/author\/jose\/\">More articles by Jose<\/a> \u00b7 <a href=\"https:\/\/www.linkedin.com\/in\/joseargudo\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Experts define marketing as the \u201cset of techniques, strategies and studies aimed at improving how a product is sold\u201d. But basically, digital marketing is anything that helps you and teaches you how to sell online more of your products or services, and sell them better, whether that&#8217;s your employees&#8217; uniforms, studying your product&#8217;s target price [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":20170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[588],"tags":[],"class_list":["post-35074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-without-category"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>10 Marketing Problems Your Business May Face in the Market<\/title>\n<meta name=\"description\" content=\"Discover the marketing problems you&#039;ll recognize and how to solve them. 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