Every SMB owner and entrepreneur experiences their own pain points, from business development to sales and more. But there are several digital marketing pain points that nearly every small business experiences at some point. Some pain points like budgets and resources demand to be solved eventually, as you can’t proceed with your digital marketing initiatives without them. But there are several pain points that don’t necessarily require immediate attention but if they go ignored for too long they can cost you in leads, conversions, and revenue.
In this blog, our experts cover three common pain points that business owners and entrepreneurs try to ignore, and why you should start addressing them immediately.
Pain point #1: not embracing changes.
Industries, platforms, audiences, and algorithms are constantly evolving. Practices, regulations, and standards may change in your specific industry overtime. Paid ad and social platforms are regularly making improvements to the interfaces and releasing updates for their apps for better user experiences. Your audience will likely adjust their browsing, searching, and buying behaviors to adapt to the changes on their favorite platforms. Search engines and social platforms make frequent changes to the algorithms, which affect how search results, ads, and organic posts are displayed in a user’s feed or search engine results page.
These changes are typically made to serve the user—to provide them a better, easier user experience. But these changes can also benefit the businesses who pay attention to these changes and adapt their content, campaigns, and strategies.
Let’s look at 2020, for example. In March, the United States placed a stay-at-home mandate, requiring most individuals to work from home and practice social distancing, and many businesses with physical locations to temporarily (or in more unfortunate cases, permanently) close. Here are just a few statistics to show how the COVID-19 pandemic has changed user behaviors.
Social media usage increased by 60%
4 out of 10 users stated that their YouTube usage significantly increased
More than 36% of surveyed consumers made at least one impulse purchase based on an ad at the start of the pandemic
76% of consumers discovered new products based on deals they received from brands
53% of consumers say they have purchased brands they would not normally purchase
And 87% of consumers agreed that they appreciated relevant and timely information from brands during the pandemic
Content and strategies that worked successfully for you last year are likely not delivering the same results today. And initiatives you are using right now may not perform the same tomorrow. If you don’t embrace the inevitable changes and make changes to your own digital marketing initiatives to stay up to date can cause you to lose valuable ad spend, and valuable opportunities to generate brand awareness, traffic, leads, and conversions.
Paying attention to changes in your industry, your key platforms, your audience’s behaviors, and even your communities can allow you to appropriately and effectively shift your content, adjust your strategies, and fine tune your initiatives to continue to generate valuable results.
Pain point #2: low brand awareness.
Another digital marketing pain point that many people choose to ignore is brand awareness. When many SMB owners and entrepreneurs first begin to implement a digital marketing conversion funnel for their business, they want to skip brand awareness altogether. They want leads and conversions, of course! And they think they can generate them without brand awareness, as long as they run some strong paid ads, but this is rarely the case.
Even with the best product, ads, and content, if a shopper has never heard of you and is faced with the choice between you and your competitor who they know well, they are significantly more likely to choose the familiar brand. And if they’ve already shopped from your competitor before, they may not even read your ad or spare your content a glance if your competitor is listed on the same page of their search engine results page.
Building brand awareness is an absolute vital phase of any successful conversion funnel. By taking the time to familiarize your audience with you and your products and building your credibility before a potential customer starts shopping, you significantly increase the chances of them clicking on your ad or even visiting your website directly when it’s time to make a purchase decision.
If your brand awareness is low, consider running an ad campaign that promotes your brand and not just a product. Get the attention of your target audience with a captivating promo video, valuable blog posts, or search ads with a strong unique selling proposition that sets you apart from your competitors and intrigues your prospects. A higher brand awareness will generate more valuable and more sustainable leads and conversions overtime.
Keep in mind that brand awareness is an investment. It doesn’t happen immediately–the results take time but the return is always worth it. When you take the time to build your credibility and your brand awareness with your target audience, you set the foundation for strong, long lasting customer relationships.
Pain point #3: an inconsistent online presence.
Having a consistent and positive online presence can help you significantly increase your brand awareness and generate sustainable impressions and leads. Your online presence includes (but is not limited to):
- Your website
- Your directory listings
- Your social media profiles
It is important to ensure you have set up and optimized your profiles on any relevant social media platforms and directories, to ensure that your potential customers are able to recognize your brand and get any vital information (contact, location, hours, etc.) wherever they find you.
But you shouldn’t just set up those profiles and never touch them again until you have a special offer to make… make frequent, consistent updates and posts to your profiles. By posting relevant and valuable content (blogs, photos, videos), you:
- Show that you are a current, active brand
- Build your brand awareness and impressions
- Give your prospects opportunities to engage with you
- Provide your prospects with content that is valuable to them and may lead to a conversion or purchase decision
Building and maintaining an online presence may seem like a pain point without the right tools and solutions, but taking the time to create editorial calendars for your blog and content marketing strategies for your social profiles will help you grow your brand awareness and increase your ROIs consistently and sustainably.
We can help you identify and solve your digital marketing pain points.
If you’re interested in addressing any of these pain points and taking your digital marketing to the next level, contact us today. Our experts will help you identify and implement important changes to your existing digital marketing initiatives, increase your brand awareness, and build a more consistent online presence.