‘Another marketer, another drained budget?’ You've heard that? We have, and more than once. Many business owners have faced the situation when strategies to attract customers - be it advertising, email newsletters, SEO investments or social media - do not give the expected effect. Budgets are spent, figures in reports change, but there is no real growth in sales. So what is the problem?
We suspect the problem isn't with the marketer and marketing. Step Link Canada helps you understand the causes of these situations. Step Link Platform is a dropshipping ecosystem that simplifies processes, automates marketing, and connects trusted resellers.
Behind the success of any online business is a team, and a marketer plays a key role in its development. Let's understand what skills and approaches help him or her to achieve results, where the boundaries of his or her responsibility lie, and how his or her work depends on the scale of the business.
What does a marketer actually do?
Marketing is an inexact science: it is impossible to ensure 100 per cent reproducibility of results. Circumstances change, and what worked yesterday may not be effective today. Two identical advertising campaigns, launched 5 years apart, give absolutely different results.
To managers and business owners who think that by hiring a specialist, they can completely shift the responsibility for the result to him, we would like to say: a marketer does not solve business problems! His task is to attract customers and create opportunities for growth. A marketer brings potential customers - leads - but a lead is just a hope for a transaction, not a guaranteed sale. If the business is ‘leaky’, a marketer won't help.
Marketing is working, but business is not growing, why?
There are factors that even the most experienced marketer cannot influence: public sentiment, information noise, shocking news, unexpected economic or political events. However, it is important for a marketer to adapt to these changes, analyse the market and adjust strategy.
A marketer's job is not just to attract customers, but to help the business retain them, working in conjunction with sales, logistics and support. Without this interaction, even the best marketing campaigns can fail. A marketer can keep customers flowing. But if you have a weak sales team that can't answer calls and emails in a timely manner, or orders haven't formed in the basket because of website errors. Or you're selling a bad product and the problem isn't the marketer.
Even the best advertising campaigns can fail if the customer doesn't receive quality service and the product itself doesn't meet expectations. Ultimately, the marketer creates the conditions for business growth, but its realisation depends on the whole team.
Why are some marketers effective and others not?
In marketing, an integrated approach is important, and success depends on teamwork and aligned business processes. An effective marketer is always data-driven and understands that marketing is an experiment. He is not afraid to analyse results and admit mistakes. He is able to defend his point of view.
Important qualities of a marketing professional:
Analytical thinking. A good marketer should know how to use techniques such as variance and mathematical expectation. He understands that the success of a campaign can be a fluke and knows how to distinguish patterns from noise.
Creativity. It is important not only to run the adverts, but also to come up with unconventional moves that will attract attention.
Flexibility and willingness to take risks. Marketing does not give a 100% guarantee of success. You need to be prepared that some experiments will not work.
Ability to work in a team. A marketer coordinates the work of many departments, so he must be able to build relationships with colleagues.
Observativeness. The ability to notice hidden patterns, non-obvious cause-and-effect relationships.
Curiosity. Ability to analyse customer behaviour and trends.
Working with AI and automation. A marketer should use artificial intelligence tools to predict trends, personalise content and automate processes.
A marketer in a small online business or dropshipping business
A marketer plays a key role in an online business - be it an online shop, marketplace or dropshipping - according to Step Link company specialists. Depending on the size of the business, the tasks of a marketer can vary greatly. In small companies, a marketer is often a ‘multi-tasker. He runs social networks, sets up advertising, creates creatives and analyses results, and knows how to launch advertising campaigns with a minimal budget.
His responsibilities include:
Setting up adverts on Facebook Ads, TikTok Ads, Google Ads.
Creating sales creatives and texts.
Analysing metrics (CTR, conversion, CAC, ROAS, LTV)
Optimisation of product cards and payment page
Hypothesis testing
If a product doesn't sell, the marketer must quickly switch to a new product or change strategy. It's important to be able to scale successful campaigns and not waste budget on failed ideas.
A marketer in a large business or marketplace
A marketer in a large company is a prominent figure. He or she develops strategies and coordinates the work of: analysts (they work with big data and conduct A/B tests), traffic managers (they run ads and manage budgets), advertisers, SEO specialists, targeting specialists and contracting agencies.
A marketer solves problems:
High competition in popular niches: electronics, clothing and cosmetics. Cost per click is constantly growing, it is important to work with LTV (customer lifetime value).
Dependence on Facebook, Google or TikTok algorithms. A good marketer should keep an eye on these changes and adapt the strategy.
Dealing with technical issues. Errors on the website (e.g., lack of a mobile version) can derail all efforts to attract traffic.
Marketing 2025
Depending on the size of a business, a marketer's job can vary dramatically: in small online retailers and dropshippers, he or she often becomes a generalist, while in larger companies, a strategist who coordinates the work of entire teams.
Step Link recommends that in a changing marketplace, focus on customer retention and transforming your products, not just growth. When thinking about strategies, consider seasonality, demand, and customers' ability to pay. And, of course, use analytics tools in their work: data analysis platforms (Google Analytics, Step Link Platform Inc.), CRM systems, advertising offices, AI, as well as marketing and communications automation services. Step Link Platform allows you to automate the work of an online shop, track user reactions to products placed on the platform, and model most business processes.
The year 2025 is a time of transformation: no more endlessly growing markets, customers are becoming savvier. It's important for businesses to focus on their current customer base and deeply analyse their products and services. If your business is ready for this, StepLink's marketers will not only help you connect to the platform, but will conduct deep data analysis, suggest personalised strategies and help optimise your marketing, communicate effectively with your team to optimise your marketing.
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