Digital marketing has levelled the playing field between small businesses and large corporates. For the same price, small companies can claim top spots in paid search advertising, then can generate massive followings and turn consumers into loyal brand advocates…so why are so many small businesses still failing at digital marketing? Here are some of the top reasons:
They don’t have a digital strategy (or the one they have isn’t working)
Many small businesses have claimed their social media profiles, have a website, and even a blog, but there’s no clear strategy with measurable goals about what they are setting out to achieve and how they are tracking their results. Either they don’t have a digital marketing strategy in place, or the one that they are using isn’t helping them take advantage of the internet.
Not understanding the ins and outs of the internet
There are many moving parts in a digital marketing strategy. It’s possible that a business owner doesn’t really understand how their customers shop online, where they are spending their time online, or how to convert prospects into customers. Trying to get a handle on everything from search engine optimisation and pay-per-click advertising to mobile marketing and compelling copywriting can be overwhelming. It’s important not to give up after a first failed attempt and, where needed, outsource to people who can handle certain parts of your strategy for you.
Trying to stay up to date with everything
There are so many differing opinions among digital markets that trying to keep up to date with best practices can be overwhelming. To add to this complexity, Google’s seemingly endless algorithm changes can make an SEO initiative seem pointless (why do anything if the game is going to change in a few months’ time, anyway?). While changes do happen and opinions differ, your digital marketing strategy needs to be unique and based on your business and industry. Hire outsiders who know and understand the key indicators to help you achieve your goals.