From struggling with a small budget to floundering on social media, these are the four most common digital marketing problems — and the best solutions for each.
1. Making the Most of a Small(er) Budget
One of the biggest digital marketing concerns for businesses is how to stand out against bigger competitors without a commensurate digital marketing budget. This concern is commonly paired with the feeling that Google’s search algorithm is slightly biased towards brands — though Google says this isn’t the case. While we can’t speak to the veracity of that common perception, we do know that larger competitors can feel like they have an unfair advantage. The solutions that follow are some of the best ways to level the playing field.
Segment Your Audience
With any small budget, a major part of success is stretching every dollar. When it comes to digital marketing, you can get the maximum marketing ROI by segmenting your audience. Breaking up your audience into segments can help you market more effectively to everyone you reach. The segment categories will depend almost entirely on what type of business you run, but common ways to segment your audience include by demographics, lifestyle, and behavior.
If you’re struggling with a smaller marketing budget, you might need to pick your battles. Depending on the budget differential between your business and that of your competitor, you might not be able to compete on all social media channels. This isn’t a cause for consternation. Pick your best-performing channels and dominating them is an excellent way avoid the stress of managing and half a dozen or more social media profiles all at once.
2. Use Paid Advertising on Social Media
Social media has been a consistently helpful way to engage with audiences and build a solid online presence without costing a cent. But if you want to make the most of your digital marketing budget, spend a portion on social media advertising. By choosing your most profitable social media channels and using strategic native advertising, you can transform just another social media page into a top lead generator.
Connect with Influencers
Develop relationships with local and industry influencers. Advocacy/evangelism and referrals are one of the best ways to spread positive word of mouth
3. Clicks But No Conversions
Healthy numbers of clicks combined with an anemic conversion rate is one of the most common digital marketing problems that businesses face. It can be extremely frustrating to see (and spend the money for) many clicks, but no commensurate lift in sales. Here are some of the best solutions for this classic and unfortunately timeless digital marketing problem.
If you are observing significant numbers of clicks but poor conversion rate, one of the likely causes is the audience itself. You may be spending the majority of your digital marketing in the poorly performing channels targeting the wrong audience.
It is possible that users want to visit your website, but have no intention of making a purchase. Your website design and copy may not be right for the audience that is being driven to your site, or they might be an audience not in the position to make a purchase. Often, for B2B businesses, the decision makers will have their secretaries, coordinators, and managers browsing the site to report back to them. Due to their lack of authority, they would not convert to a sale despite their website behaviors. The issue can also be that you are using the wrong channel to drive traffic. If, for example, your audience is mostly stay-at-home parents, Nextdoor and Pinterest might be better social media channels, while LinkedIn would not.
4. Tough Ranking Competition
The SEO competition can be daunting. Depending on your location and industry, you could have thousands of competitors all vying for the same few spots on Google’s front page. To make it worse, there are dozens, if not hundreds, of moving parts to SEO and trying to figure out how to stand out against tough competition can be overwhelming. Thankfully, there are few proven ways to compete when it comes to page ranking.
Don’t SEO the Same Way
Sometimes the best way to compete is to try something a little different. In SEO, this can mean not competing on popular but short phrases. Short-tail keywords/phrases are often sources of high clicks but low conversion rates. For example, our “Inexpensive Adventure Sports” company might not want to try competing for a keyword like “adventure sports,” or “adventure activities,” but more budget-related keywords for specific activities like “cheap summer kayaking trips” or “whitewater rafting deals.” These longtail keywords offer higher conversion rates and less competition for first-page spots. Longtail keywords are better for accessing shoppers lower down the sales funnel who are seriously considering a purchase.