Digital marketing strategy is essential to the success of any business. But with so many possibilities – email marketing, SEO/organic search, social media marketing, Google AdWords, Facebook ads, Instagram ads and beyond – a digital marketing strategy can quickly become overwhelming for most small to medium-sized businesses (SMBs).
Even with its inherent challenges, the investment in digital marketing continues to grow by double-digit increments every year. Pair this statistic with the significant decrease in traditional or “offline” advertising, and it becomes very clear that an investment in a digital marketing strategy is essential to your business’ success.
Here are the most common problems we see with small and medium-sized businesses’ digital marketing strategies and how they can be solved.
Most SMBs aren’t sure if their digital marketing strategy works
Most SMBs struggle to understand how to turn their digital marketing efforts into attributable sales. In fact, most of the businesses we speak with are uncertain of whether their digital marketing strategies actually work.
This lack of attribution is partly due to the businesses’ failure to analyze their marketing results properly. The best way to determine the success (or failure) of your digital marketing strategy is to properly understand your Key Performance Indicators (KPIs). KPI’s measure your performance in pursuit of your business goals. Expert marketer, Sujan Patel says when you spend money on marketing, “you need to track everything you do. If you don’t know what kind of traction you got from a specific campaign, you’ll have no idea if you made a return on your investment.”
If your digital marketing goal is to generate more sales, it’s easy to determine your increase or decrease in revenue, but it’s not easy to understand why that increase or decrease occurs. KPIs help you analyze your marketing efforts to determine what is being sold, who is buying your product and what marketing channel is responsible for the sales. (this is what we mean by attribution) Analyzing your KPIs will allow you to distinguish digital marketing strategies that work from those that don’t.
KPI’s provide context as to what you can do to optimize your strategy. For example, a KPI that shows you have multiple blog posts with a high bounce rate provides context to inform you to try differentiating the topics on your blog. KPIs should also align with your company’s specific business goals. For example, if you want to increase traffic to your site, analyze the KPIs that inform you about your traffic. Much of this can be gleaned from your Google Analytics and Search Console report.
Stop wasting money on a tight digital marketing budget
Most agencies charge for their work, not their results
Every SMB wants to nail their digital marketing strategy, but many don’t know how to do it on their own. The problem isn’t solely due to their lack of experience with digital marketing, it’s the cost of hiring an agency with no guarantee on the outcome. Large digital marketing agencies charge for the work they do, not for the results they drive to your business. You pay for their efforts, whether they’re successful or not. Most SMB’s can’t predict whether or not they’ll receive a substantial ROI when they sign a contract with a large marketing agency, which leads us to another digital marketing problem.
Paying numerous freelancers adds up
When SMBs can’t afford an agency, they try to save costs by outsourcing their digital marketing to various freelancers. They might hire one freelancer for SEO, another for PPC, and another for social media, but soon that becomes more expensive than they anticipated, and their digital marketing efforts are over-budget and uncoordinated. When you have five different freelancers working on your digital marketing strategy, the chance for inconsistencies in messaging significantly increases, which can negate your digital marketing investment.
FunnelKake solves your digital marketing problems
FunnelKake’s combination of an integrated sales funnel and a pay per sale pricing model provide a unique solution that solves SMBs most common digital marketing problems.
Digital marketing based on results gives our clients a measurable ROI
Our pay-per-sale pricing model ensures that all digital marketing efforts are an investment for both the client and FunnelKake. We offer a flat monthly fee regardless of the workload with an additional fee per sale or qualified lead. This way, both of us are investing in the effort and expenses spent on your digital marketing strategy and execution. Whether it’s advertising, content development, social media marketing, email marketing, or more, both FunnelKake and our client benefit from the investment when it produces sales and/or qualified leads. If our marketing efforts don’t produce the results you want, you don’t have to continue investing. This pricing model provides our clients with transparency that makes measuring their ROI easy.
FunnelKake’s Integrated Sales Funnel saves you time and frustration
Between SEO, conversion rate optimization (CRO), social media marketing (SMM), pay per click advertising, email marketing and all of the other marketing channels, digital marketing efforts can easily chew up time and finances. But FunnelKake’s integrated sales funnel handles all of that for you. We work hard to attract new customers, drive new sales, and engage existing customers to increase lifetime value so you can focus on delivering great products and services. Our proprietary digital marketing funnel integrates the following assets and performance areas:
- Conversion rate optimization (CRO)
- Social media marketing (SMM)
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Pay-per-click advertising (PPC)
- Directory advertising
- Content marketing
- Email marketing
- Reputation management
- Retention marketing