4 Common Digital Marketing headaches and how to deal with them
If you have gone through any of the following situations described below, take it easy: You are not alone. Each profession has common problems that must be fixed every day, and digital marketing is no exception. In fact, typical marketing problems in small businesses are repeated in almost all sectors, sometimes because of a lack of qualified staff, sometimes because of the lack of training of the agency owners themselves.
Marketing is one of the most important areas in any business since every company or individual makes a living from selling a product or service, and, precisely, marketing is about establishing the characteristics, price, the form of promotion, and the best channel for distributing those products or services. For this reason, it is key that you identify the following problems as a natural part of this job, but, at the same time, you should know what to do when they happen.
1. You do not generate enough traffic
It is a natural problem, not only if you are starting your own business, but in case you already have some experience, or, simultaneously, when you have too many competitors, or you just do not know through which channel you can attract public to your content. This is, in fact, the main headache of marketing companies.
Traffic is usually measured thanks to software tools that tell you how many visits you have to your website, which part of your content has been shared in social media, how many times, and how many consumers have paid for your products or services thanks to that content available on the Internet.
The main solution to attract more traffic, besides investing time and money in the best SEO (Search Online Optimization) techniques, is striving to create high-quality content: Actually, the type of content for which a procrastinating user would pay and spend time. Of course, for this you must first know your audience, know what they want, and what they expect from you (we will come back to it later.)
2. You do not know how to explain your product or service to customers in a few words
This problem is more common than you think. How come you do not know what you are selling? It seems obvious, but if you consider the fact that nobody sells products or services per se but experiences, you will see things in perspective. For example, if your company sells luxury yachts, actually what you sell is status, not fancy machines. If your company is in the private security business, you’re not really selling armed guards, cameras, and alarms: You’re selling peace of mind. And so on.
In this case, the key is to differentiate. You should not only know how to use communication tools such as social networks to transmit your offer messages: You must know how to communicate a strong message about your product or service. Know well the benefits you bring, understand what experience you are selling, and then make it public. Even if you need investors for your business, remember that they are busy practical people, and sometimes you can only talk about your business during an elevator conversation.
Read also: 6 Tips on How to Start a Successful Digital Marketing Career, by ReputationDefender
3. You do not know your niche well
More important than the quality of your products or services (even the added value of these,) is if they meet a real need. That is why the ‘who’ factor is perhaps more relevant than the ‘what’ factor. Someone needs what you offer, and will be willing to pay for it if his or her needs must be met. Basic microeconomics, indeed. So, not defining your niche will not only make you spend more time money on advertising, but you will not be able to satisfy or inspire loyalty to your customers, or worse, you will not have any customers whatsoever. Study them, meet people, talk to them, do surveys, learn what habits they have, where they find what they are looking for. Your battlefield is not the market for goods and services, but the mind and heart of your customers. Remember that.
4. You do not know how much it costs what you offer
This happens quite often, especially when you are advising a company that belongs to an industry from which you know nothing. If the company sells titanium screws for surgeries, the first thing to do is to know the entire production process, the whole supply chain, and then taking a look at the prices among the competition. However, you can’t stay there, you should listen to the opinions of experts about the price of what you offer after adding the added value that makes you stand out from your competitors.
Selling too high is the fear of every beginner, and selling too low is the most common problem for every beginner. Know your audience: How much do they pay for what you offer? Are they satisfied with that price? Is it truly a fair price? Check out this video.
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