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Top 5 Things Every Marketer Needs to Work On

February 13, 2020
Lead Generation

Being a marketer can be overwhelming, with so much to work on and consume where do you start? What do you work on? If you have thrown into the workforce without a marketing degree, you might be confused but, you are not alone because even if you did go to college for marketing, you might not know.

Sometimes these things are not taught, or at least not emphasized. That is why we decided to help you along by creating this post on the top 5 things every marketer needs to work on.

Those five things are: Search Engine Optimization (SEO), Cost Per Acquisition (CPA), Click-Through-Rate (CTR), and Lead Generation.

These are five bases for creating a marketing environment that will cultivate success for your business.

Not familiar with the (above) terms, check out our marketing glossary of terms.

Search Engine Optimization (SEO)

Search engine optimization (SEO ) refers to the organic (non-paid) way your site moves up the list on search engines (e.g. Google and Bing) rankings. There are several parts to SEO such as defining target keywords that you want your website to rank for, optimizing your website pages with those keywords, writing blogs and acquiring backlinks for them. 

SEO is a slow and steady growth process that needs your attention every day. But are paramount in marketing. Without it, when people search the internet for products and services like yours, you won’t show up. Your competitors will, and that’s bad for any business. If you want to know how your site is scoring technically on SEO, check out ContentKing.

The best way to work on this is by focusing on your industry’s main keywords and strategically placing them within your website’s content, including your homepage, landing pages, and blog content. Want to go all in on SEO plus find out what your competitors are ranking for?

Check out; Semrush, UberSuggest & Similarweb.

Having a company blog is the single most significant way to increase SEO for your business. So if you don’t have one, start one. If you do have one, make sure you work on it and research best practices throughout your journey. 

There are lot of free & paid courses about SEO available.

Pro tip: How do do keyword research
free and paid seo courses to grow your organic website visitors

Cost-Per-Acquisition (CPA)

CPA refers to the measurement used to determine how much it costs to acquire one customer for your business. You can calculate your CPA by dividing the total cost of your campaign by the number of conversions. If this cost is too high, you might want to consider changing your marketing efforts. It is essential because it gives you a baseline to either continue your marketing efforts or replace them.

The best way to work on it is by monitoring it and adjusting it accordingly. For the most part, these are paid ads (such as Google Ads). The problem is usually not a defined scope. Your ads are too broad, and keywords are attracting the wrong kinds of consumers. So please do your research and monitor them closely.

Services like Google Data Studio, Supermetrics or any other analytics tool can help you monitor all your KPIs.

Recommended Reading: Marketing KPI's to help you measure performance
Start using analytics tools in your business to get more insights in your company KPI's.

Click-Through-Rate (CTR)

CTR refers to the number of times a viewer clicked on an ad, button, or link. These can be within emails, social media ads, landing pages, or anything that you send or put out that has something that can be clicked. 

CTR is essential because there is no reason to have clickable content if it isn’t being clicked. It can mean that the content isn’t right for your audience, or that your copy isn’t engaging enough. Try some things out and look at best practices for insights on increasing your CTR.

Lead Generation

Part of marketing is bringing in leads (customers) to your website/store. It is how you grab attention from customers. Lead generation can be from several different contact points, including Emails, Ads, Cold Calls, Cold Emails, Blog Posts, Contact Forms, Online Chat, Social Media Posts, ETC.

It is crucial to keep an eye out on what content is producing the most leads. It’s also fundamental. If it isn’t performing, it’s not right. The best thing to do is to double down on what is working while you fix or eliminate what isn’t working. You also want to look at your audience. Do they match the types of people who are on social media? If not, don’t spend too much time there, send out emails on behalf of the sales team.

Pro tip: how to gain more insights from your website traffic
How lead generation model should look like
Turn your marketing efforts into actionable leads. Marketing


Bounce rate is when a user lands on your site and only views one page. If this number is high, then something is wrong and you need to adjust accordingly. The more pages a user views in a visit and the more time they spend on your website, the higher the chances for you to move up in search rankings, and convert a visitor to a customer.

A high bounce rate can be caused by several things including (but not limited to): 

  • Unnecessary pop-ups
  • Poor design
  • Poor navigation and usability
  • Slow loading speeds
  • Too much content at once
  • Not mobile-friendly (doesn’t work on cell phones)
  • No Call to Action

So if you see that you have a high bounce rate, go ahead and look at this list and think about your website and if any of these fall into place on it. 

After you think about it, the best way to work on it is by changing up your whole website. Don’t be afraid to put some money behind hiring a website designer. It will be well worth it in the long-run.

Another option could be to start using a tool like Unbounce or Mailchimp where you can quickly create landingspages and test them. This way you will save a lot of time and money going to your developer.

See here three Essay writing tools which could be helpful; essay writing service reviews, is essaypro legit, studybay.


In summary, these are the top 5 things every marketer needs to work on, and they all rely on each other. The most important thing to remember is that marketing (for the most part) is not an overnight success story; it is a long burn. Watch your data and KPIs and focus on optimizing your content for your target audience.

Also, be sure to be continually researching marketing practices and tips.

Best of luck, and we look forward to helping you on your marketing journey.

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