16 Critical Business Areas Marketers Often Overlook (But Shouldn’t)

Whether it’s content marketing, paid ads, B2B or digital marketing, there’s no shortage of marketing…

Whether it’s content marketing, paid ads, B2B or digital marketing, there’s no shortage of marketing avenues businesses can take advantage of. Marketers within each of these spaces are focused on building effective top-of-funnel sales strategies while also maintaining strong relationships with current clients.

With so many spinning plates to balance, it can be easy for marketers to ignore important factors and areas of the business that could prevent them from building a solid brand. Below, 16 members of Forbes Communications Council explain key areas marketers frequently overlook and reasons why they should turn their attention toward them.

1. Promoting Content Internally

One key area that marketers should not overlook is “marketing the marketing.” Sometimes, it’s easy to think that because so much of what we do is already public-facing, the organization understands the time and effort it takes to bring good work to life. Regularly sharing new and innovative content internally is as important as promoting it externally. – Kristen Delphos, Dematic

2. Accessing The Right Data

There is so much data that marketers can have access to, yet they don’t know how to harness it from disparate systems. With the right data, you can begin to get deep insights into how your marketing programs, messaging and tactics are performing. These key measurements are what fuel business growth and should be a barometer of how well your products and value proposition are resonating. – David Franzen-Rodriguez, Routefusion

3. Living Up To Company Values

The actions being taken to build culture are often overlooked. Many companies have lofty values, but it’s especially important for marketers, as stewards of the company’s positioning, to get specific on how they live those values. On my team, we have a culture document that ladders up to our company values and specifically outlines what we’ll do to live up to the positioning and values we promote. – Radhika Duggal, Snapcommerce

4. Building An Inclusive Culture

Culture is the most critical yet overlooked aspect of doing business. Marketing is tasked with external-facing and revenue-impacting activities. As builders of the brand, marketing should ensure that the culture of the organization is inclusive and reflected in everything the organization does — internal or external. Culture should be more than just a few posters in the hallways and boardrooms. – Ketan Pandit, Zuddl

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

5. Showing How You Deliver On Brand Purpose

Often, marketers put much of their efforts into the company’s mission and vision. While these elements are important, one thing that is often overlooked is purpose. Purpose is the reason your brand exists and needs to be brought to life both externally and internally. But it’s not enough to talk about it — you have to show how you’re delivering on that purpose. – John Jorgenson, Cambium Learning Group

6. Understanding Data Analysis And ROI

Marketers often overlook data analysis and lack an in-depth understanding of how the business makes money. What is the return on investment on staff salaries plus hard costs for promotions? I’ve worked on major marketing projects where we discovered the word-of-mouth referrals from one or two key partners were driving the majority of leads — not staff outreach, paid social media and digital ads, TV/radio interviews or public relations. – Amanda Ponzar, CHC: Creating Healthier Communities

7. Spotlighting The ‘People Brand’

Companies are struggling to hire. Recruiters are trying to get people to accept offers. But in today’s market, candidates want to work at companies that focus on diversity and collaborative culture and offer flexible schedules. Building a purpose-driven company and spotlighting the “people brand” will positively impact the bottom line and also make retaining and attracting talent easier. – Parna Sarkar-Basu, Brand and Buzz Marketing, LLC.

8. Mining Customer Support For Feedback

Customer support is an important part of the business that is often overlooked by marketing. This is where real customers are engaging directly with the organization, and it can be a rich ground for customer stories and feedback on the total customer experience. Most marketers ignore it because they aren’t responsible for the function, but making the connection can reap big rewards. – Jason Grunberg, CM Group

9. Collaborating With Human Resources

So often, marketing and human resources are kept separate from each other, but the employee experience, the human component of the brand and the overall company culture are very much products of integrated marketing and HR. So much so, in fact, that potential employees and clients are all looking at HR as part of their decision-making process — which means marketers also need to prioritize HR. – Andrea Boccard, AccountingDepartment.com

10. Nurturing Current Client Relationships

As marketers, we are often laser-focused on the top of the funnel. It’s also important to nurture and engage with current clients. Explore customer roundtables, informal meetings or organizing drinks with clients — use this time to gain a deeper understanding of your customer. It will help shape your top-of-the-funnel strategy and reduce customer churn. – Liza Horowitz, Beacon Platform

11. Improving The Customer Experience

Many marketers often overlook the customer experience and their role in improving it. Consider the many touch points — from the first interaction to ongoing customer service. At every touch point, marketers need to consider how it affects the ongoing customer experience. Bad experiences could cause customers to exit a relationship, while great experiences can promote a stickier relationship. – Mark Roberts, TPx Communications

12. Deepening Customer Relationships

Don’t overlook the depth of your customer relationships and the level of customer support that comes along with it. The two combined are so important and give your people and brand a huge opportunity to engage in building real human connections. If your relationships are strong, and the support they receive is in line with the relationship, then your customers will become your biggest advocates. – Ashley Jorgensen, Mailing.com

13. Diminishing The Role Of Internal Communications

Internal communications is often hired for last on the corporate comms team, and the position will often be an individual contributor role as opposed to a true function. Your employees are your most important audience, your best advocates, your strongest recruiters and the stewards of your company culture. Making sure they’re communicated with strategically is a critical function — no matter your company size. – Keyana Corliss, Databricks

14. Testing Emails

Testing emails seem to be overlooked in the days of auto-responders, email drips and smart programs. Testing your emails for the best hour of day or day of the week, or testing for link overlays, can make all the difference in your campaign’s rates of effectiveness. Learn how recipients react to an email and use that opportunity to your advantage — it’s still a touch point you worked hard to get eyeballs on! – Nestor Makarigakis, MISTRAS Group, Inc.

15. Serving Your Audience (Not The Budget)

Thinking about the budget can put your mind into the famous “box” that we, as marketers, should never be in. All good ideas are financed, and every little success will find a budget for scale. Focus on who you should be serving: your audience. Don’t forget that if your CFO is there to manage the cash, they have to invest it. – Bertrand Blancheton

16. Marketing In Your Own Backyard

Local businesses often miss digital marketing opportunities in their own backyards. Yelp and Google My Business, for example, both allow you to monitor reviews, manage your reputation and drive new customers to your business. And don’t forget about Nextdoor, either! – Paul Colgin, Integrate Agency