August 30, 2015
The world of online marketing evolves fast. Businesses starting out today quickly get overwhelmed with the new rules that get thrown at them daily. Feeling a tad bit lost and overwhelmed? Not to worry, here are 5 common online advertising obstacles and ways to beat them!
Problem 1: Advertising no one sees
You know that modern users became absolutely banner blind. In fact, around of 86% of consumers suffer from it. According to another study, branded content on social media and popular online publishing platforms is getting just 20% of any emotional reaction. Add up the fact that your newsletter or emails end up either in Google Promotions tab (that most of us don't read), get filtered by email anti-spam software, or rolled up by Unroll.me which isn't the worst scenario after all.
Solution: Stop wasting your time and budgets on those types of marketing that bring you zero results like Suggested Content, irritating banner ads, placed in the wrong segments, and mass email marketing campaigns bringing zero value to your readers. Instead, focus on building trust and credibility around your brand, bringing constant value through business blogging and content marketing and crafting your online persona into a thought leader and industry expert to land some quotes, interviews and mentions from other influencers in your niche.
Problem 2: Evolving Google Algorithms
Google likes throwing unexpected news into the marketing community, encouraging new game rules every other season. The recent algorithm update created a huge fuss for the online companies who were yet to create mobile-friendly websites (which is often a costly solution that takes times).
Solution: always keep an eye on the Google blog for the latest news and best practices. Do not invest into unethical promotion strategies for quick wins. Even if you think no one noticed it, you never know when it may backfire you in the future.
Problem 3: Ineffective consumer targeting
Your sales numbers are low, right? Maybe it's not the product, but the audience. Are you trying to sell it to the wrong people?
Solution: Correct consumer targeting is essential to build effective sales channels that don't dry up. Before you create any new piece of content or craft another message, learn to identify your audience. Knowing your readers helps you to promote your services more effectively to those who are likely to become life-long fans and evangelists.
Launching a new product? Make sure you did your homework well and know everything about your target market and ideal buyer persona.
Problem 4: Low email subscribers rates
You do know that your email list has one of the highest ROI numbers, yet the overall numbers are painfully low and don't seem to be getting any bigger soon.
Solution: First of all, your email content should offer huge value to your readers. Here are a few more simple, yet highly actionable tips to boost your email list numbers.
- Create irresistibly attractive opt-in forms with a sweet payoff your users will love and place them in the right spots on your website.
- Promote your newsletter through other channels – social media and guest blogging.
- Run a contest.
Problem 5: Lack of visual, writing and video skills
When we look at most successful marketing campaigns these days, we see polished creations. You wish you could create something at least close to this, but you lack the budget, skills, or creativity.
Solution: Everything can be learned. SkillShare is an excellent place to learn the technical side of creating compelling visual content. As for execution, you can take advantage of the existing best practices or outsources the whole process to someone with more experience.
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