How to Overcome Obstacles to Marketing Communication


Raise your hand if you’ve ever spent hours crafting the perfect marketing strategy, only to realize your customer acquisition costs are soaring through the roof. Despite the fact that you have optimized your content and social media posts and have excellent market segmentation and neck-twisting subject lines, an unreachable audience is an unengaged audience.

Your audience’s self-interest drives them to seek out information that not only meets their needs but also matches what they believe in and are willing to represent. As a business development associate, I understand the challenges one faces when trying to connect his or her message with its intended audience.

However, I have discovered a few simple techniques that help people like us overcome obstacles to effective marketing communication.

The Challenge

There are a number of barriers to marketing communication, many of which are outside the scope of this post. At this time, let’s focus on those barriers that have the most direct impact on your business growth efforts:

  • Ineffective market segmentation
  • Poor email growth
  • Outdated or irrelevant techniques
  • Lack of video or visual content
  • Email Deliverability

Overcome Obstacles to Marketing Communication

The purpose of your company’s marketing communication is critical. What you say, when you say it, and why you say it play an intricate role in establishing your company’s brand identity. Your marketing communication techniques are ultimately what differentiate you in a highly-competitive global market.

The following five techniques will help you build a solid marketing communication strategy. They should help you and your business align what you say and what your customers perceive.

  1. Identify the Intended Audience
    When reading a map, the first step involves determining where you are. Then, you decide how to get to where you want to go. The first step in marketing communication is to know and identify your target audience. There is no point in creating content, deciding on the channel or even outlining a promotion without knowing who you’re attempting to reach with your message. It is essential to understand the challenges, pain points, and desires of those you want to reach. The intended audience should directly influence the message, and your goal should be to create a message that resonates with current and potential clients while inspiring them to become evangelists for the products and services you offer.
  2. Growing Your Subscriber List is a Priority
    Email is used by over 90% of consumers on a daily basis. A survey by Litmus reveals that email marketing drives ROI twenty times more than banner advertising. And email has a higher conversion rate than Twitter and Facebook. Placing an emphasis on list-building is important because stunted email growth devastates your marketing efforts and severely impacts the ROI of your business growth investments.
  3. Use Innovative Practices to Stay Relevant
    If you are not up to date with the latest marketing techniques, your content is unlikely to connect with your audience. Subscribe to popular, high-quality content by solution providers like HubSpot and Zapier, and you’ll learn more about ways to align your marketing and sales efforts with your content and product offerings.
  4. Boost Your Visual Content Skills
    According to a recent HubSpot survey, content with relevant images receive over 90% more views than content without. So the idea of brushing up on your image editing skills is not as far-fetched as you may have thought. I agree, when we think of content creators, a person proficient at visual design does not come to mind. Since visual consumption is not a fad, though, I suggest paying closer attention to the use of video and images on the sites you visit. Bookmark resources that jump out at you for reference later on.
  5. Avoid the Spam Filter
    As tempting as it may be, do not buy or rent email addresses. The recipients do not know you and may not even need what you offer. Do not use ALL CAPS. While doing so will grab attention, you’ll also run the risk of your recipient(s) feeling as if they’re being yelled at. Did you know 69% of email recipients report spam based on the subject line alone? As such, it’s important to stay away from exclamation points as well or other spam-triggering techniques. Subject lines should be as personable as possible. This increases the probability that your email will be opened and engaged with.

Hitting the Mark

The purpose of a marketing communication strategy is to raise awareness about your product or service. Therefore, carefully selecting marketing automation software and/or an agency to help your business carry out your marketing communications strategy is essential. At Studio Hyperset, we build bridges that connect clients to their audiences and create engaging solutions for complex challenges. If you’re interested in learning more, download our eBook below. Then, we can discuss ways to tailor a solution to your most pressing challenges.

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Set Your Words on Fire

    Studio Hyperset’s master guide to content, platforms, and the contemporary marketing pipeline.

Jireh Gibson

Business Development Associate

Jireh is a business development associate at Studio Hyperset. As a certified inbound marketer, he's passionate about helping entrepreneurs reach their annual goals. Jireh enjoys all aspects of marketing, particularly research. Other than writing and marketing, Jireh enjoys traveling, spending time with friends and family, and adding value to the lives of others.