Digital marketing is not a magic solution. Digital marketing frequently comes with challenges and issues. Only 3% of individuals trust social media, while 63% of marketers struggle to create traffic and leads and 60% of marketers struggle to produce content.
But that’s only the very beginning of the internet marketing dilemma. Digital marketers frequently encounter more fundamental issues when using pay-per-click (PPC) advertising, content marketing, SEO, social media marketing, or other digital marketing strategies.
This article contains some marketing challenges that business owners encounter and suggestions for overcoming them.
- How can Marketing Solve Problems?
- What Problems can Digital Marketing Solve?
- What are the 5 Benefits of Digital Marketing?
How can Marketing Solve Problems?
Since challenges will always exist, it is your responsibility as a marketer or business owner to find solutions for your target customers. The secret to a successful business is in fact this.
The truth is that solving problems is far easier said than done. People will always look for better and faster ways to obtain what they want, so you cannot take this lightly or approach it only halfway.
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Although your clients frequently don’t know how to resolve their issues, they frequently are aware of them, which is why they are looking for solutions similar to yours. Make it clear to them that you are the solution to their problems and the qualified professional who can eliminate their pain points. As a marketer or business owner, that’s really all you need to do.
Refocus your messaging
Always keep your ideal customer in mind, and make sure that they can relate to and understand your message. They want to hear a message that focuses on finding solutions to their issues. It should be concise and straightforward so that they don’t have any questions about how you can assist them.
Businesses frequently center their messaging on themselves, their goods and services, and so on. It’s critical that you review your material and refocus your message on your target audience and the issues they want resolved.
Create trigger phrases
It takes some time, but it’s worthwhile. Dissect the benefits of what you do and the solutions you sell. Connect them to what we like to refer to as “trigger phrases.” These should be attention-grabbing claims or queries that are written from the perspective of your target audience rather than from your own.
Develop an attention-grabbing headline
Spend a moment crafting a strong title that could be the first thing visitors to your website see, then test it with potential customers. Encourage them to provide honest and thorough comments.
Online reviews can also give writers of these headlines useful information. Frequently, they will write your promise for you.
Be educational and informative in your content
Even if the information you produce doesn’t specifically mention your goods or services, it should still be helpful. In a number of ways, demonstrate your expertise of the challenges they are dealing with. Today, content is crucial for any business, so start writing blog articles, developing how-tos, making videos, etc. Show them through your content that you are an authority in the area that will help to alleviate their pain points. Giving helpful suggestions can help a lot.
Make your prospects’ and clients’ lives easier through content upgrades
Provide useful information through content updates that consumers can download by providing, at the very least, their email address, as part of your lead generation activities. This enables you to continue to show them that you are there for them and have the solutions they need by providing them with more useful information in the future.
Be responsive to comments, emails, and social media
Keep in mind that these platforms should be conversational tools rather than one-way roadways. You’re just giving them one more reason to trust you and regard you as an authority in your area who has their back by replying swiftly and thoroughly on these platforms.
Dive deeper than basic keywords
To truly have an impact, go beyond the surface-level keywords and concentrate on long-tail keywords to really get targeted and get to the heart of their issues. Keyword research is crucial for speaking to and grabbing your audience’s attention.
Personalize your lead generation efforts
While being able to solve problems may help you succeed, as everyone in your sector is attempting to tackle the same issues, you must be original and creative in your approach if you want to stand out in your market.
What Problems can Digital Marketing Solve?
In the modern world, marketers are continually flooded with new concepts, venues for marketing their brands, and tools to use. Although these advancements are frequently exciting and advantageous, marketers may find it difficult to keep up with the changes.
Businesses can no longer solely rely on conventional marketing strategies, even though they are still effective. Although SEO and cold phoning might have seen you through the early 2000s, you now need to promote to people rather than search engines.
Here are 10 marketing challenges that business owners must overcome, along with suggestions for how to do it using digital marketing.
1. Creating Consistent Branding
One of the most crucial facets of marketing is branding. It’s critical to have a recognizable, pertinent brand because consumers are bombarded with so many messages every day. Without a consistent brand identity, your company becomes just another name in a sea of advertisements.
How do you build a powerful brand? by being mindful of the little things. Everything from font and colors to voice and style has an impact on how people perceive your company. You’ll be successful if you maintain these elements across all platforms and in all messages.
A brand guidelines document will guarantee that all marketing firms, independent contractors, or new hires are aware of the precise typefaces, colors, and design approaches to utilize when creating designs for your brand.
The book Primal Branding by Patrick Hamlin is a another useful resource. The fundamental elements of branding are dissected in this book, along with their relationships. It will alter your perspective on household names like Apple and Coca-Cola as well as how you view your own company.
2. Generating Traffic and Leads
According to HubSpot’s State of Inbound 2017 research, the biggest problem for marketers is that getting traffic and leads continues to get tougher rather than better as more platforms become available. Numerous business owners devote their whole time to social media, sharing out dozens of posts each week with no apparent benefit. It is annoying, particularly when it appears to work for other businesses.
You must first provide content that your audience genuinely desires if you want them to be interested in what you have to offer. Prior to doing that, you must be aware of your target market. Create buyer personas using data from market research, customer surveys, and any other sources of information you can find.
Once you have a deeper understanding of your audience, you can start to take activities that really speak to them, which increases traffic and leads. A campaign is where it all begins. Campaigns lay the groundwork for lead generation and conversion as one of the four crucial Business GrowthStack components. Usually, it includes the following components:
- A strong lead generating offer, like an infographic or digital guide, targeted to a specific buyer persona.
- A landing page where potential customers will fill out a form to download the offer.
- A follow-up email to provide them with the offer as soon as they need it.
- A lead nurturing email series to continue to engage with the lead and build trust so they’re ready to purchase your product or service.
3. Managing Your Website
When done correctly, your website attracts visitors, converts them, and enables you to generate income even when you’re not there. It should come as no surprise that one of the largest challenges facing modern marketers is website management. Your website must draw in, nurture, and convert leads for you. Otherwise, it’s nothing more than a dazzling golden toilet—a requirement that you spent money on but which is now useless.
Most business owners are aware of the value of their website, but many still have trouble making it work. Making the best content and constructing a user-friendly, appealing website are two examples of website challenges. Many businesses, especially small ones, merely lack the personnel or time necessary to devote to website administration.
This does not imply that you should accept a website that performs mediocrely. Find a company or consultant to help you with the procedure. Ask users for their opinions on the website’s shortcomings and suggestions for improvement. Then, make compelling website content with StoryBrand to keep people clicking your “Call Now” button.
4. Securing an Effective Budget
Simply put, there isn’t much room in the budget for many businesses. Additionally, marketing isn’t frequently seen as a top priority for which resources should be allocated. But reducing your marketing spending is equivalent to turning off your open sign. Without it, your firm will never expand.
You must demonstrate the effectiveness of your marketing efforts in order to defend spending money on it. Keep track of your return on investment and don’t be scared to try new things when the old ones stop working. Ask for updates from your marketing agency toward the end of the year to show that your money is being used wisely.
Additionally, if you’re doing it yourself, focus on campaigns rather than spending all your money on flashy strategies (like SEO or promoted social media postings).
5. Understanding Tools and Technology
Choosing the appropriate hardware, software, and technology for your company may be challenging, to say the least. There does not appear to be a correct response given the abundance of possibilities and the diversity of viewpoints surrounding each.
The premier all-in-one sales and marketing platform, HubSpot, works well with GrowthStack’s elements. You can employ it for:
- Send emails automatically to potential customers depending on what forms they’ve filled out
- Keep a record of all leads’ activity on your site
- Manage your deals and keep track of your sales year-round
- See exactly who has downloaded all lead-generating offers on your website
- Create, post, and share out blogs
- And much, much more
There are alternative solutions, and for some people, HubSpot’s price is prohibitive. Whatever you choose, just make sure your staff consistently uses it and makes use of all of its benefits.
6. Creating the Right Content
The key to generating visitors and leads is to have excellent content. Asking yourself what difficulties your audience has that you can fix will help you come up with ideas for your content calendar for blogs, offers, emails, and social media postings. Always focus your material on a particular issue your audience is facing. This will increase its allure and benefits.
Next, think about the kind of material that today’s consumers prefer. For instance, blog entries as opposed to videos. Videos and social media postings are consumed more frequently than any other types of content, according to a HubSpot report.
Consider incorporating video into your other pieces of content for even greater success. Are you a blogger? Quickly record a 30-second video using your phone, then add it to the post. How can I make an infographic?
Describe what is included in a teaser video that is added to the landing page.
These buyer personas are crucial because this desire does differ slightly depending on your audience. However, individuals tend to prefer video over text or graphics much more frequently. Just consider how many videos you’ve watched in the past week on Facebook, YouTube, or Instagram. This trend can be utilized by you to expand your business.
Making your audience the star of your content is also crucial. Consider yourself the guide even though you are improving their life and fixing their difficulties. You may have already looked through the StoryBrand marketing framework if that sounds familiar.
7. Finding the Best Marketing Talent
Finding the proper people to join their team is a significant issue for many business owners and marketing managers. Without going over budget, you want outstanding talent. A full-time marketing staff, however, is frequently just not practical. you choose the less expensive choice.
Perhaps it’s a young person who just graduated from college and has no experience in your sector. It might be your cousin’s alleged Instagram influencer offspring. In either case, you get a marketer who excels in one area but doesn’t see the big picture.
Similar to web design, working with a marketing agency might be the best option for your company. The greatest professionals are used by these businesses in every aspect of marketing. They can help you with everything from creating engaging content to handling social media and beyond.
If you do want to hire internally, thoroughly screen your candidates. Choose a person who has some background in both content development and design since they will be able to support your company more successful than someone who specializes in just one field. Find the best candidates for your team by adhering to best practices and advice.
8. Determining Your Marketing ROI
The most effective technique to assess the success of any campaign you run is to calculate the ROI (return on investment) of your marketing campaigns. Additionally, it is a surefire technique to receive a bigger marketing budget.
It’s still one of the most difficult things to achieve. You must close the gap between marketing efforts and sales outcomes in order to calculate ROI effectively. To do it, you can use a variety of technologies, including CRM programs and marketing software. Software like HubSpot, MailChimp, and Infusionsoft are excellent resources for this.
However, you may still do this to a certain extent without any program. Find out how new clients first learned about your company when you speak with them. Did they notice a post on social media? Do they have an offer downloaded? Did a friend tell them about you? Following that, maintain track of their responses to ascertain where the most traffic is coming from.
Think about include this question in a survey that you distribute to all of your clients. This will allow you to determine whether your marketing strategy was successful in bringing customers to your door or not.
9. Training Your Team
Your marketing team should receive the same level of training as any other employee you hire. Even if they are professionals in their sector, you must provide rigorous training if you decide to hire a full- or part-time marketing team.
Start by assessing each team member’s levels of competence, strengths, and shortcomings. This offers you a place to start and enables you to decide where to spend your training budget and time. The Kolbe test is a great tool for figuring out where your staff excel and where they might need to improve.
Next, ask your team members to develop quarterly personal growth objectives. These objectives can involve reading a new marketing book, attending a webinar, or obtaining qualifications in their field of expertise. Employers who place a high priority on education are more likely to find candidates who are motivated by professional advancement.
10. Facilitating Increased Customer Engagement
Too frequently, marketers are compelled to focus so much time and effort on generating new leads that they unintentionally forget about their current clientele. Since current clients may be able to generate more sales and recommendations, this is a grave error.
So how do you entice customers to return for more? Spend particular resources on interacting with current clients. Implement a customer interaction strategy that can be simply automated while also rewarding devoted clients.
Your strategy can include an annual customer satisfaction survey, a welcome package (including branded cups or t-shirts) for each new customer, exclusive discounts for devoted clients, or a rewards program.
What are the 5 Benefits of Digital Marketing?
Using both traditional and digital marketing has a number of advantages. However, more businesses are turning away from conventional marketing strategies and moving toward digital ones. Internet usage is growing, making it easier for businesses and marketers to engage with and reach their customers.
Numerous businesses have begun to increase their investments in digital marketing as they have seen its advantages. Here are 5 to demonstrate the advantages if you are unaware of them.
1. Wider Audience Reach
Since almost everyone in the world has access to the internet, digital marketing allows you to reach a larger audience than traditional marketing does. This makes it simple for you to communicate with your global target audience. Unlike traditional marketing, which only allows you to target people near you, digital marketing allows you to target people worldwide.
2. Measurable Results
The age of data and information is now upon us. Because of this, data and results from internet marketing methods may be analyzed. You can better understand your customers’ preferences by analyzing this data and changing their purchasing habits in response to your findings.
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Traditional marketing, on the other hand, prohibits this. It can be difficult to determine whether the flyer you distributed had any effect on your customer or if they were simply throwing it away. or if someone is watching your pricey TV advertisement.
3. Strategies Can Be Improved
It is simple to see how your target audience is responding to your digital marketing activities because digital marketing may generate reports. You can change the content of these reports in light of your findings. As a result, your tactics and content are based on the preferences of your customers. Since it cannot be measured, traditional marketing makes this challenging.
4. Customer Engagement
Finding devoted customers is getting more and more difficult with the proliferation of new businesses. Understanding what your customers are saying about your brand is crucial. You may interact with your clients by paying attention to what they have to say about your company on social media. This therefore enables you to address any issues that may develop or contribute to customer trust-building.
5. Monitor Your Competitors
The best thing about social media is that you can use it to keep tabs on your competition as well as your clients. You can keep an eye on what your rivals are doing online. For instance, you can look at their marketing initiatives to see how they interact with their clients. By doing this, you may advance against the competition and make your present techniques more effective.