3 Common Digital Marketing Problems And How To Solve Them

Digital marketing is rarely an easy task. Whether you are an experienced marketing professional or a business owner you are likely to encounter a plethora of problems during the pursuit of your marketing goals. The very nature of digital marketing can make what initially appears to be a straightforward process far more challenging. Each digital marketing medium – including SEO, PPC, social media and email marketing – presents a unique set of problems. Fortunately, many of these problems can be overcome with the application of established marketing tactics and strategies.

In this article, we outline three common digital marketing problems and propose a number of tactics and strategies that you can use to overcome them.

1) We Want To Invest In Digital Marketing But We’re Not Sure Which Channels Would Be Best For Our Business

Identifying that there is clear business value and ROI to be gained from digital marketing is a valuable first step. Many businesses do not recognise this until it is too late. In many cases, they are overtaken by their competitors who have gained the initial marketing advantage.

As you have already recognised this, you should start by defining a number of marketing objectives that you are seeking to achieve. Starting with objectives is always a prudent approach as it allows you to choose channels that will facilitate the achievement of your marketing objectives. Each digital marketing channel lends itself to particular types of objectives.

For example, if one of your marketing objectives is to increase brand awareness and you expect results within a short timeframe, you should consider PPC marketing and social media before SEO. This is because SEO does not typically yield strong results within a short timeframe, especially if no SEO work has been undertaken for your business previously.

If however, you have an eCommerce store/online shop and you are looking to increase your website traffic and sales over a period of six to twelve months, SEO would be the best marketing channel for you.

In summary, it is critical that you allow your marketing objectives to inform your selection of appropriate marketing channels. Trying to retrofit a pre-selected marketing channel or collection of channels is always far more challenging and therefore more likely to result in a digital marketing effort that delivers a poor ROI.

2) Our Digital Marketing Activities Are Delivering A High Volume Of Clicks But No Conversions

Delivering a high volume of clicks but no conversions is a common problem in digital marketing. When a potential customer clicks through to a website there is no guarantee that they will complete an action that is valuable to your business. Failing to generate conversions can be a sign of many problems, so it is important that each potential cause is examined separately. In this article, we will discuss three of the most common causes.

Targeting The Wrong Audience

Firstly, it is possible that your activities are targeting the wrong audience. People may well have an inclination to visit your website but have no intention to engage with your business or make a purchase. In this case, you will need to revisit each of you digital marketing activities and evaluate your messaging, targeting and channels. You may find that customers are not responding or engaging with your copy or that you are targeting a demographic that is not in a position to make a purchase.

In the case of channels, perhaps you are using Facebook when your target audience are ardent LinkedIn users. To find out which issue is the most pressing for your activities, test each of these variables with split testing until you can identify the likely cause. Once you have identified the cause you can adapt your campaign to cater to a more suitable target audience.

Serving Inadequate Landing Pages

Serving inadequate and poorly structured landing pages to potential customers is a clear recipe for a digital marketing disaster. Imagine entering ‘restaurant in Reading’ into Google, being presented with an AdWords advert for an attractive Italian restaurant in Reading and then clicking on the advert only to be taken to a page on their website with a short description of the restaurant, some photos and no option to browse their menu or book a table.

Sadly, this experience for potential customers is all too common. Inadequate landing pages are rife across all sectors and they cause an immeasurable level of frustration for customers. This issue is one of the first causes that you should consider if your not converting website visitors into customers.

A good landing page should mirror the messaging and style of the initial contact point that the customer has with a business, whether that is an organic (non-paid) search result in Google or a PPC advert on one of the many available channels.

Creating a sense of familiarity is crucial; potential customers are more likely to contact you if their experience is one of continuity. Furthermore, the landing page should match what the customer was initially interested in. If your PPC advert was advertising bookkeeping make sure that the landing page is about bookkeeping. Presenting a customer who is interested in bookkeeping with information about an auditing service is not going to impress or win a customer.

It is important that the layout of the landing page is simple yet sophisticated with the most important elements of the page located above the fold (so the customer can see and interact with these elements without having to scroll). Page elements such as the key message, product/service benefits, short testimonials and a contact form should be positioned here.

Finally, a great landing page should be mobile-friendly and fast. Customers are in their very nature impatient, so they will expect a landing page to load quickly. To achieve this, invest in good website hosting and optimise the code and images of your landing page.

Incorrect Conversion Tracking Setup

In some cases, not delivering any conversions is not a sign of a targeting the wrong audience, having inadequate landing pages or of using confusing messaging. It can just be a case of not correctly setting up conversion tracking.

Whether you are using Google Analytics, a third party marketing platform or platform-specific conversion tracking you will need to install some form of a tracking facility on your website. This facility may take the form of tracking code in the case of Google AdWords, Bing Ads, LinkedIn Ads and Google Analytics or a tracking pixel in the case of Facebook.

It is essential that you follow any instructions regarding the setup of conversion tracking carefully. Skipping a step or failing to precisely understand the instructions may render the tracking code useless. In many cases, Google Analytics is the easiest and most effective way to track your conversions. With an easy setup process and a helpful goals dashboard it is a great option that is worthy of any business’s consideration.

If you are struggling to correctly set up conversion tracking, consider engaging a digital marketing specialist to help you. While this will of course involve a cost, the value gained by being able to correctly track the conversions resulting from your digital marketing activities is significant.

3) We Are Engaging In Digital Marketing But We Are Struggling To Track The Results Of Our Efforts

Tracking the results of your digital marketing efforts is a critical part of any successful digital marketing efforts. By tracking your results you will be able to see which elements of your efforts are and are not working. This will empower you to refine your marketing efforts for optimum performance.

In order to track your results effectively it is likely that you will need to use a combination of in-platform and cross platform measurement tools. In-platform tools are great for providing a granular level of detail and the ability to measure the effectiveness of a campaign using platform metrics. Google AdWords and Facebook Ads are great examples of in-platform measurement tools.

Alongside in-platform tools, you should supplement your results with a cross-platform tool such as Google Analytics or SEMrush. These cross-platform tools will help you to measure the effectiveness of all your digital marketing channels and evaluate the contribution that each channel makes to your overall marketing effort.

The Acquisition Overview and Landing Pages are particularly useful Google Analytics reports. The former provides you will an overview of the volume of website traffic that each of your marketing channels have contributed while the latter allows you to evaluate the effectiveness of each of your landing pages in terms of visitor acquisition, behaviour and conversions.


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