3 Objections to a Digital Marketing Investment and Their Solutions

When you are on the search for a new digital partner, there are a number of questions and concerns that may be lingering in the back of your mind. As a digital marketing agency, we are confronted with these concerns almost daily and there are a few common objections that crop up time and time again.

Smaller businesses often resign themselves to the fact they are unable to compete with the “big guys” in the market so what’s the point in investing in an SEO campaign?

We would never recommend wasting time, money and resources competing against the industry leaders initially if we didn’t think it was achievable. However, investing in a targeted SEO campaign with your closest competitors in mind will help you to build the right foundations for a stronger organic footprint online. It’s all about finding your niche and making sure you are visible within a highly relevant space.

Establishing authority within your niche is so important and we believe this is where you will see the highest return on your investment. Targeting long-tail search terms with your content may mean less traffic to start with, however, those users have a much stronger search intent. Therefore, they are more likely to convert than those searching with more competitive, generic terms.

Once you have gained traction with the initial campaign, we can then build and develop that footprint and compete against the industry leaders. Google needs time to review your newly optimised pages and content and reward you with stronger visibility and higher rankings. Once your growing authority is recognised, it’s easier to go after the big guys.

If you have a business and you want to reach more people, you have to be online. In what capacity, is entirely dependent on the type of product or service you would like to advertise.

There are three main reasons why you may need an ecommerce website:

1. You sell lots of different products. If you have a wide and varied product range that a shop window can’t showcase, an ecommerce website gives you the flexibility and capacity to sell each and every item online.
2. You already have a website that’s doing well. It may not have ecommerce functionality but your existing website is still pulling in a decent amount of traffic so why change? Well, if lots of potential customers are landing on your website, chances are you are missing out on crucial sales. With growing technology at our fingertips, users have high expectations and assume websites will accommodate their needs, including the simple purchase of a product.
3. You want to reach a wider market. If you are currently only selling from a physical shop, you are limiting your reach and visibility to a small radius surrounding that location. A move online dissipates that radius and expands your visibility nationwide and potentially worldwide.

There are also reasons why an ecommerce website might not be for you including:

1. You have a complex product or service that cannot be sold online. Offering a bespoke item or service that cannot be translated onto an ecommerce platform could mean a ‘brochure’ style website may be better suited to your users’ needs. Perhaps you only require brand awareness, visibility and leads rather than sales.
2. You can’t deal with large volume orders. “It’s a nice issue to have” I can hear you say. However, if you’re unable to guarantee good stock availability or you can’t keep up with delivery deadlines, angry customers can cause some serious damage to your reputation.

Whether you have an ecommerce website, need an upgrade or integration with an ecommerce platform or don’t require any ecommerce functionality at all, you still need to invest in a website and an SEO campaign to reach the people that matter to your business. If you don’t, one thing we can guarantee is that your competitors will be.

Ah! One of our favourites. And short answer, they’re lying. There are no guarantees with SEO and we don’t agree with blanket promises just to get a client on board. We always take the time to listen and understand the specific objectives of a potential client so we can tailor a strategy that will deliver tangible results.

As part of our checklist on how to choose the right digital marketing agency, it’s important you know exactly what you want to achieve before approaching an agency. That’s because assurances of number 1 rankings (often for terms that aren’t relevant to your business) don’t really mean anything if it doesn’t get you those all-important conversions.

As a digital marketing agency, we come up against these objections, apprehensions and questions regularly and we believe it’s crucial to get these ironed out in the earliest stages so you can feel comfortable right from the outset.

There are a number of different types of digital marketing agencies out there so knowing who to choose can be difficult. That’s why we’ve compiled a quick and easy guide to help you find the right digital partner.

If you have any questions and concerns about delving into a new digital strategy, please feel free to get in touch and we’ll be happy to answer them.