Overcoming the Struggles SMBs Face in Maximizing the Potential of Digital Marketing

August 11, 2016

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Despite careful planning, many small and medium-sized firms struggle to reach the full potential that online media offers. Many of the challenges SMBs face are often related to the fact that as small businesses, they have to balance many priorities, including running their operations and supporting their marketing initiatives.

Two principal concerns among SMBs are:

Having a well-defined digital marketing strategy – What makes defining a digital marketing strategy for your business particularly difficult is that there are many different channels and tactics that involve online marketing. But fortunately, there are a number of resources that can guide you in this effort. For instance, Smart Insights provides valuable strategy planning articles and tool kits to help you develop a cost-effective digital strategy. If you’re looking for social media support, Social Media Examiner  provides hands-on tips on different ways to deliver effective social media programs.

Figuring out which companies best fit your business needs – If you’re looking for a partner that can provide a more holistic digital offering across media, you need to be diligent in your vendor selection. First, try to articulate your business goals in a brief that you can share with the vendor. The right digital partner should be inquisitive about your business and growth needs. You also need to understand how they will manage your account. You want to make sure they’re assigning a dedicated resource that will serve as a Project Manager to your account and can be accountable for your digital strategy deliverables. Finally, move beyond the sales pitch and get to meet the team. Better yet, visit their facilities so that you can get first hand exposure to how the company operates.

As a small business, the stakes are too high to not do your homework when it comes to deploying a digital media program. Follow these simple tips and you should be better positioned to gain control of your digital strategy.