While reaching the right audience at the right time with relevant content is still a big challenge for brands, as the myriad of digital tools and tactics on the market can make digital campaigns extremely complicated. It is increasingly imperative that businesses and nonprofits compete in the digital landscape to succeed and survive. Having a strong digital marketing presence is no longer a luxury for corporations and large companies. As we saw over the past year, your presence in digital marketing is extremely important for your survival when everything was shut down and went digital.
However, Digital Marketing is not without its challenges; some are easier to overcome than others. The following are some of the biggest digital marketing challenges facing small businesses and how to overcome them. Before you can effectively generate quality leads, you need to know who your target audience is. This is a challenge because your target audience may not be a single demographic, but could be serving multiple people, demographics, and types of customers.
But knowing who your target audience is is very different from knowing your target audience. That is, knowing what they want, what they need and meeting their expectations. Knowing your target audience and what they expect from your business (especially online) can be a challenge. And just as not all users are the same, everyone has different needs and expectations.
Knowing how your target audience communicates, where they meet online and how they prefer to be contacted are important to your digital marketing strategy. Developing a content marketing strategy is something that every company or organization should do and, possibly, that can intersect with your social media marketing strategy and other marketing initiatives. However, most companies don't really know where to start. To develop a content marketing strategy, you need to know what content is considered valuable to your target audience, and then how you'll share it.
For businesses and nonprofits that don't yet have content to share: blog posts, industry news, podcasts, videos, etc. In fact, it may seem impossible, especially if you don't have content prepared. The first step in a content marketing strategy is to know your target audience, something we just reviewed. Next, you need to determine what content you already have AND if any of that content would be considered valuable to your target audience.
If so, develop a plan to share it. Promoting brand awareness is probably one of the biggest challenges of digital marketing, because you wouldn't try to generate leads if you didn't try to promote brand awareness. Promoting brand awareness itself is not difficult, however, doing so successfully can be a challenge. SiteVisibility, a British £2 million digital agency, has taken a slightly different approach by creating an in-house digital marketing recruitment agency.
The approach has helped them meet hiring needs quickly and cost-effectively. Next, consider what kind of content modern consumers want. Blog posts versus videos, for example. According to this HubSpot report, videos and social media posts are consumed more often than any other type of content.
To be even more successful, consider incorporating the video into your other content. Do you write a blog? Record a quick 30-second video on your phone and include it in your publication. Are you creating an infographic? Add a teaser video to the landing page to explain what's included. In relation to generating effective online referrals to your brand's website, a digital marketer faces pressure to generate traffic.
This is different from a referral, as you want to identify the most efficient way to attract people to your site with a referral. Traffic generation refers to the total number of people who visit your site and how long they stay. By increasing traffic to your site, you increase the chance of convincing that consumer that they need to buy something. How do you do it? You have to publish the RIGHT content, as digital marketers will attest.
With any small budget, an important part of success is stretching every dollar. When it comes to digital marketing, you can get maximum marketing ROI by segmenting your audience. Dividing your audience into segments can help you market more effectively to everyone you reach. Segment categories will depend almost entirely on the type of business you run, but the most common ways to segment your audience include demographics, lifestyle, and behavior.
To help, 15 leaders from the Forbes Agency Council discuss this year's biggest digital advertising challenges and suggest some concrete ways to overcome them. The biggest challenge in digital advertising is bad or deaf messages. Brands and their agencies must learn to talk to an audience without using advertising, which turns them off. They need human messages, not acronyms.
Regardless of the industry, it's up to marketing and messaging professionals to help executives understand this and create clear and actionable ads, not deaf ones that are ignored. If more marketers embrace and leverage data and use it to improve performance, they'll be well prepared. Too often, marketers are forced to spend so much time and energy getting new leads that they accidentally neglect existing customers. When it comes to different social channels, most companies and marketers don't know how to maintain consistency.
Third-party data offers an effective way to address this challenge by creating audiences, identity graphs, intent data, and other strategies, enabling marketers to accurately segmented and insight into potential customers who are in the market and ready to buy. Venturing into digital marketing comes with a commitment to your safety cost, since most of the work stays online. According to an Experian report, most marketers are now faced with the challenge of making their brand stand out in the volumes available on the Internet. Marketers across the industry have been training to take advantage of this, reports the Digital Skills Benchmark.
If all this sounds familiar, you might be surprised to discover that many marketing agencies know these things but struggle to promote themselves even though their main job is to promote other businesses. Therefore, understanding which channel to use and direct the relevant audience to your website to convert them into customers is becoming a constant challenge for marketers. With digital disciplines changing rapidly, many growing in complexity, and the line between traditional marketing and its newer counterpart becomes increasingly blurred, marketers must constantly learn to stay still. Insivia has reported that viewers retain 95% of a message when they see it in a video, compared to 10% when they read it in text, making it a powerful medium for marketers.
So how do you do it? Well, you need to implement a holistic digital marketing strategy, also known as inbound marketing. Measuring the ROI (return on investment) of your marketing projects is the most effective way to determine the effectiveness of each campaign you launch. Last year pushed a record number of companies into the digital space, and more competition equals more demand and higher costs for brands. .