Digital marketing is a rapidly growing industry and with it comes new challenges that small- to medium-sized businesses (SMBs) must address to remain competitive. As the industry evolves at an ever-increasing pace, SMBs must stay ahead of the curve to succeed. Here are some of the top online marketing challenges SMBs might expect in 2023:
Challenge #1: Keeping up with Changing Algorithms and Best Practices
In the ever-changing digital marketing landscape, algorithms and best practices are constantly being updated. This can be a difficult challenge for SMBs which may not have the resources to stay on top of all the changes. To keep up with the algorithm updates and best practices, SMBs must ensure they have a team dedicated to staying abreast of the latest developments. Some critical Google updates to consider are:
- Google’s Helpful Content Update: In August 2022, Google released an update to its algorithm known as the Helpful Content Update. The main focus of this update is to recognize and rank websites higher in search results that produce valuable, user-focused content. This update underlines the importance of creating content that serves the needs and interests of your audience, regardless of your industry.
- Migration from GA to GA4: Google Analytics 4 (GA4) is the latest version of Google Analytics, and it offers powerful new features, such as streamlining data acquisition and analysis. SMBs must migrate from the standard (UAN) Google Analytics version to the new version by June 2023 as Google is closing Universal Analytics in July 2023. Implementing this on your website and paid campaigns can be challenging for small business owners as it needs some technical understanding of the setup requirements for GA4.
Challenge #2: Managing an Omnichannel Marketing Strategy
Customers expect a seamless experience across all channels, but it can be difficult for SMBs to coordinate their marketing efforts across multiple platforms. To engage customers across multiple channels, SMBs must ensure they have the resources and tools to coordinate a cohesive omnichannel strategy.
Challenge #3: Competing with Larger Businesses
SMBs may find it difficult to compete with larger businesses that have more resources and a larger online presence. To overcome this challenge, SMBs must develop unique marketing strategies that set them apart from their competitors. Additionally, they should look for ways to leverage the latest technologies and trends to gain an edge over their competition. User Generated Content, AI Integration, Machine Learning, Personalized Content, and Online Video Advertising are some trends worth looking at in 2023.
Challenge #4: Measuring the ROI of Online Marketing Efforts
Tracking the return on investment (ROI) of online marketing efforts can be difficult for SMBs, making it hard to measure the success of their marketing campaigns accurately. To overcome this challenge, SMBs must invest in powerful analytics tools to accurately measure their ROI and make informed decisions.
Challenge #5: Suspended or Duplicate Google Business Profile Listing
A suspended Google Business Profile Listing can be a significant challenge for businesses relying on Google for online visibility and customer acquisition. If your business’s listing is suspended, it will be removed from Google’s search results and maps, making it difficult for customers to find and contact your business.
A duplicate listing can also be a problem because it can create confusion for customers and may lead to negative reviews or ratings for your business. To deal with a suspended or duplicate listing, you must contact Google and provide any necessary information or documentation to resolve the issue. This may involve verifying your business’s information, addressing any issues that led to the suspension, and ensuring that you only have one active listing for your business.
Challenge #6: Fewer Google Reviews
Google reviews are essential for SMBs as they can influence customer decisions and determine the success of their online presence. Unfortunately, not all businesses have many reviews, and this cannot be easy to overcome. To encourage customers to leave a review, you should consider offering incentives or rewards such as discounts, free products or services, or exclusive offers. Additionally, you could reach out directly to customers and ask them to leave a review for your business. Furthermore, you should respond promptly to positive and negative reviews to show potential customers that you are attentive and care about customer satisfaction.
Challenge #7: Website Design Issues
A poorly designed website can be a significant challenge facing SMBs. Poorly designed and outdated websites can lead to a negative customer experience, decreasing sales and customer loyalty. To overcome this challenge, businesses should invest in designing an engaging website that is user-friendly, visually appealing, and optimized for mobile devices. Additionally, they should ensure their website is updated with the latest trends, security features, and technologies. Websites built using WordPress or Joomla must regularly update their plug-ins and CMS versions.
Challenge #8: Low Conversion Rate
A low conversion rate can be another challenge for SMBs, as it indicates that customers are not taking action after visiting their website or engaging with their digital marketing campaigns. To overcome this challenge, businesses should optimize their website, create a clear call-to-action, and personalize the customer experience. Additionally, they should consider testing various tactics such as A/B testing or retargeting ads to increase their conversion rate.
Challenge #9: Keeping Content Relevant and Engaging
Creating content for your website or social media accounts can be time-consuming and challenging. Additionally, it is important to ensure that content is relevant and engaging to keep customers interested and encourage them to take action. To overcome this challenge, businesses should plan ahead by creating a content calendar that outlines the topics and times for when content should be posted. Additionally, they should use analytics tools to track customer engagement and adjust their content strategy accordingly.
Challenge #10: Finding the Time and Resources for Online Marketing
SMBs with limited time and resources may struggle to devote effort to developing a successful online marketing strategy. To overcome this challenge, SMBs should look for ways to streamline their processes, outsource specific tasks, and use automation tools to maximize their efforts.
By understanding the challenges SMBs may face in the digital marketing space and implementing strategies to overcome them, businesses can remain competitive and succeed in 2023. By keeping up with industry trends and leveraging the latest technologies, SMBs can create an effective online presence that will set them apart from their competition. Ultimately, this will result in greater visibility, customer acquisition and retention, and ultimately more profits for their business.
