Marketing effectively online is a challenge. As technology evolves at a rapid pace and new tools are introduced to the market on a daily basis, it’s hard for constantly wired millennials to keep up, let alone small brick and mortar business owners who spend little time on the web. It’s easy for small businesses to take the crucial first step and design a website with BaseKit. However, challenges still exist in spreading awareness of their online presence and attracting customers to their store on the virtual streets. Here are the 11 biggest problems faced by small businesses marketing online.
1. Failing to recognise the opportunities and the benefits that can be derived from exploiting them. For an online marketing plan to be effective, it is important to thoroughly assess the market and know what tools are available. For many small businesses, the powers of Facebook and Twitter are not apparent without digging deeper with some research.
2. Lacking technical knowledge. For a small business owner who is not web savvy, playing with new technologies can be daunting. It is often easier to avoid the unfamiliar but the best advice is for small businesses to dive in head first and get their hands dirty. Many online marketing tools are easy to learn to use, with a steady learning curve allowing for more advanced use of the tool as small business owners become more technically literate.
3. Lacking time. It does take time to learn how to use different tools and to explore the world of online marketing. However, it is time well spent for small businesses investing in the future of their business. Once online accounts have been setup, maintenance takes far less time.
4. Lacking money. Like most things, online marketing is easier when there is plenty of money available to use on it. Lack of funds is an easy excuse for small businesses wanting to avoid dipping their toes into the world of online marketing. Fortunately, there are many tools and services online that are completely free. The lack of funds is a potential opportunity to get creative with what is available.
5. Seeing marketing as a quick fix. Online marketing takes time to see results. It is a relatively slow process to begin with. However, momentum can pick up quickly once the metaphorical ball is rolling. It is the same situation with content marketing which involves creating, curating and sharing high quality content.
6. Failing to clearly establish goals. Goals need to be specific,measurable, attainable, relevant and timely. It is common for small businesses to be too vague when defining what they want their return on investment to be.
7. Failing to identify what is unique. For small businesses, knowing their unique selling point and using it to differentiate themselves in the marketplace is crucial. Avoiding the temptation of being too general can be the difference between success and failure when marketing online.
8. Misunderstanding the art of two-way conversation. The nature of online marketing is very different to traditional offline marketing. It involves creating conversation and engaging with customers. This shifted paradigm is often difficult for small businesses to comprehend at first. The online community is receptive to people, not robots.
9. Failing to establish consistency. Setting up social networking accounts and then leaving them inactive is a recipe for doom. All the efforts that small business may put in will be lost if they are not regularly updating. Keeping customers engaged is key.
10. Not finding the killer marketing combo straight away. Online marketing requires some trial and error. Sometimes small businesses find that a certain tool is not useful for their business needs. At other times, they may need to adjust and tweak how they are using an online marketing tool. Many small businesses lose heart when they see their social media campaigns not giving them the results that they initially expected. The key is in experimenting and discovering what works best.
11. Selling before offering any value. Online marketing requires providing value to customers, not just bombarding them with sales pitches. Small businesses often make the mistake of using their Twitter Feed solely for sales and promotions. It is important for small businesses to create valuable content on their blog, share interesting articles on Facebook, create conversation on Twitter and so forth. The human element of online conversations should never be overlooked.
Related articles
- Social Media as Part of the Online Marketing Mix (gourmetmarketing.net)
- Online Business Marketing (logicpath.typepad.com)
- 10 Steps to Effective Online Marketing For Small Businesses (hubspot.com)
- Online marketing for Offline Businesses (logicpath.typepad.com)
I write primarily about insurance issues but I tend to be shy. I don’t do the “back slapping” that many insurance agents do.
The internet has leveled the playing field for us shy, quiet types in sales. What others do in person, we can do on line. We just need to get our target market to read what we compose.
These are good ideas. I have learned how to set up a blog and email campaign. I can spend about 8 hours a week setting up small business owners on the internet. After they are set up, they are on their own.
I have linked to this article for my clients to learn from what you have to say.
Hi Tim,
Glad that you liked the article and thanks for linking to us. You’re right – effective targeting makes a significant difference. Good luck with your blog and email campaign!
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