Every company you see out there has some kind of digital presence. It can be a website, social media account, etc.
It is imperative to say that digital marketers are now more competitive than ever. With many resources related to digital marketing, it is difficult to know where to start and what to avoid. The challenges even go beyond the numbers and stem from customer psychology which requires extensive research.
Therefore, it is important to talk about the challenges digital marketing poses today. This understanding will propel the marketer in you further than your competitors to search for solutions that digital marketers are facing today.
What are the digital marketing challenges that marketers face on a daily basis?
1. Know your customers better
Knowing your customers is not an easy task. Your users can be from different segments such as age, gender, geographic location (city, state, country), and other settings.
To understand your audience’s interests, create and recreate your user’s persona. The persona of the user contains all the information about users that helps to better understand who should be addressed and when.
To create user personas, you can use Hubspot’s marketing tool called “Make my Persona”. In addition, you can always ask for feedback from users and conduct a survey on various topics for detailed user information.
2. Generate qualified leads
According to the state of the in-depth reports for 2017 and 2018, generating leads, along with generating traffic, is the global marketing problem.
In order to conduct marketing activities, you need high quality leads. Leads are potential prospects who are aware of your product or service.
To generate leads, multi-channel marketing will come in handy. Create different branded channels like webinars, podcasts, events, etc. to grab the attention of potential leads.
You can generate the leads in the following ways:
a) Add a newsletter subscription to your homepage and collect email IDs from interested users.
b) Conduct webinars and share the registration form for the event in different communities. Every incoming registration involves a highly relevant audience. They can collect information like name, company, gender, requirements, and more.
c) Make podcasts and use them to create exciting snippets. Encourage your users to listen to the full podcast through their email account login. In this way, you can generate the target audience base looking for your brand’s services and products.
d) Include contact forms on your websites. Via the contact form page, visitors can immediately ask questions and find solutions for them. This can be a general query, a demo, or detailed information.
As the competition for the led generation becomes fierce and expensive by the day, it is imperative to focus on budgeted sources. For example, you can use LinkedIn marketing to generate quality leads.
Important parameters to consider when generating quality leads from LinkedIn:
– Build a strong presence on LinkedIn.
– Participate in groups your users belong to.
– Post regular posts that will grab your audience’s attention.
– Optimize your LinkedIn profile. Use relevant keywords in the profile description that your potential users need to search for.
– Let your LinkedIn audience know how a particular use case about your product is being treated and how they will benefit from it.
3. Create effective and engaging content
Content marketing remains one of the biggest challenges in digital marketing as every online presence competes with one another for content.
In order to create effective and engaging content, it is important to generate fresh and unique content. The biggest challenge in content marketing is guiding readers from consuming information to achieving their end goal.
Launch your podcast channel, webinar show, active social media accounts, and more.
The different channels in which your brand is present can be used effectively to generate new content.
For example, if you have a podcast or webinar channel for your brand, this is a great way to generate engaging content.
a) Create blog posts that talk about the guest speaker and the discussion about it and tag them on their social media handles. Your tagged posts would reach all contributors, and they’d love to promote their mentions as well.
– Paste the speaker’s quote or lines on your blogs and give the appropriate credits. Quotes have the power to grab the user’s attention.
– Be organic in what you post about. Every webinar or podcast you host for your brand will take your opinions into account in one way or another. Get natural and focus on the user’s problems and suggest solutions to them.
b) Submit these resources to guest speakers and ask for a mention of the blog on their website with a link to your domain.
The new marketing channels would serve different target group segments and at the same time cover a broad user base. You can also generate interactive content, e.g. B. Deleting questions that your user base can answer. Gather their opinions, facts, and more. And finally, it will be published and linked to all contributors.
4. Protection of privacy and customer data
In 2021, when the regulations on data sharing become stricter, it will pose challenges for digital marketing.
At some point, user data is required for digital marketing activities. When user data comes into the picture, it is users from different regions and countries that you are serving. And different countries have different laws regulating data.
Therefore, every brand must follow certain rules such as GDPR or data storage while publicly displaying their data storage and privacy policies on the website.
5. Make websites accessible
Another challenge in digital marketing is making your website accessible to everyone. An accessible website can be used by anyone, including people with special skills. In fact, the fourth biggest challenge for marketers in 2017 was managing a website.
For example, visually impaired people should be able to understand what the picture is about. To do this, you should always add alternative text to your images. By adding title tags to all of your web pages, the visually impaired can distinguish the context of each web page.
Optimizing your websites for people with special skills not only makes their lives easier, it also increases your SEO. Website algorithms consider accessibility to be an important factor in ranking pages in SERPs.
Likewise, you can add keyboard navigation and a font magnification option to make your website more accessible and user-friendly.
For more information on website accessibility, see the Web Accessibility Initiative.
6. Mobile friendly approach
Another challenge of digital marketing is to make your products and services mobile-friendly. Since most users are available on mobile devices, their website may not be just for a desktop audience.
Almost 55.9% of the time spent on the website is spent by desktop users, while the remaining 40.1% is by mobile users. These statistics are enough to understand the importance of building mobile-friendly platforms. Also, let’s not forget how many of us do transactions on our cell phones every day. A mobile-friendly approach would help your brand in the long run with a loyal user base.
Make your website mobile friendly. For example, you can avoid having large images and videos on your website that would increase the page loading time (the ideal website loading time is under 3 seconds). You can test all the functions of your site on multiple devices and reduce compatibility problems.
7. Establish an omnichannel marketing strategy
One of the most talked about challenges in digital marketing is developing an omnichannel marketing strategy.
Omnichannel marketing can be described as a marketing effort to create a seamless navigation from one channel to another. And to set up different marketing channels to serve different target groups.
However, it’s not that easy to create an omnichannel marketing plan. As there could be many platforms your users would be present on. And to be present everywhere without analyzing the output income sounds risky.
An example of omnichannel marketing is including your link to social media handles in your email campaigns. This would further connect you with your users on their social media. A strong social media presence would build and connect your user community that trusts your brand.
8. Build brand authority and consistency
Establishing your brand authority as an industry leader takes long-term efforts. You have to give your users what other competitors don’t. It could be detailed and useful industry-related topics that give your brand a voice.
In an extremely harsh environment, brands are looking for ways to expand their marketing efforts beyond products or services. Focus on your brand’s unique selling proposition and stick to the same mission while promoting it.
Be consistent and follow the same tone of content across platforms and channels.
9. Stay up to date with algorithm updates from Google
Google is constantly changing its algorithm to keep the SERP process safe and to maintain the quality of the search engine. However, this poses challenges for digital marketing as marketers need to find new ways to modify and rate their content.
In order to ensure the visibility of SERPs, it is essential to generate content that corresponds to the Google algorithms. Adapting to updates to Google’s algorithms and revising your strategies accordingly will bring far more benefits in the competitive age.