2021 had been a tough and challenging year indeed. So many businesses shut down partially or completely at the end of 2020 and the start of 2021.
This made all the existing businesses, including startups and small to large-scale businesses, mandatorily shift their presence on online mediums. This resulted in increased competition in the digital world regarding web design, content, SEO, and, most importantly, social media platforms.
In this world groped by digital media, one or the other brand is facing a problem in establishing their online presence with ever-changing digital tools and expanding technologies. Every other business with a common goal to create its identity on online platforms faces different challenges every day.
Businesses trying to rebuild and regrow again in the post-pandemic period know that internet marketing plays an important role in their overall business growth. This growth brings up new challenges and needs unique strategies to survive in this digital age.
Different businesses face different challenges in the online marketing arena. Some may find it challenging to get valid leads, others may face trouble getting enough traffic on their web pages, and some may face issues with their social media engagement. A holistic approach, strategic planning, compiling creativity with intelligence, and required initiatives will help businesses execute and fulfill their online marketing needs.
Digital marketing has become a new need in this challenging business world. And to fulfill this, you must identify what is being a hurdle to your growth, what your objectives are, what you want to achieve with digital marketing, and how to tackle these challenges.
Here, we have listed the top seven social media marketing challenges marketers may face in 2022.
1. Not being able to drive social media engagement across all the channels
The easiest way to examine your social media engagement is to calculate the percentage of page visitors and the interaction through Likes, Comments, and Shares of your content. We have highlighted some of the important responsible factors which may cause less audience engagement on your content:
- Lack of call to action buttons
- Not finding the right social network for your suitable business
- Over-promoting your business (try to adopt the 80:20 rule)
- Not tracking social media post engagement and metrics regularly
In 2022 and beyond, social media will play a key role in gaining more traffic for your business. As per a few recent studies, social media marketing has helped businesses increase their traffic by 75%. In addition, companies report that online marketing has helped them increase their visibility by almost 90%.
2. Restrictions and unfolding of privacy regulations
Marketers and businesses nowadays collect first-party data to gain insights about their users. ‘First-party data’ as a term may sound a bit complex, but it’s not.
This first-party data includes information like:
- Demography of users
- Visited websites & interactions
- Purchase history
- Time spent on a website
As per the recent updates, Apple’s iOS 14 created a unique profile where consumers can see which of their information is being shared and used by third parties. This IDFA profile will allow users to stop sharing their data. As per one estimate, data sharing may drop by as much as 25% due to this recent privacy change.
What does it mean for your business? You need to be innovative while targeting your potential customer unless you want to be ignored in the first place.
3. Reduced marketing spend
To make your online marketing strategy more flexible, you need to plan well on your online marketing budget. Unfortunately, as many business entities have reduced their marketing budget because of the pandemic and not getting enough results, marketers will have to face this challenge in 2022.
Finding low-cost marketing ways involves creative and valuable content writing, content marketing, blogging, email marketing, etc. Many businesses have reduced their marketing spend due to the fear of overstretching their budget. Still, if you can convince your clients to raise their budget, they can end up having great paid marketing tactics, which include mobile marketing, pay-per-click, google ads, or printed ads to garb more attention.
4. Measuring ROI and finding the right KPIs
It plays a crucial role in almost every part of marketing. Wondering why? ROI helps you understand and analyze if you are getting your money back from your online marketing campaigns. You specifically need to track and note down these analytics; it will give you a clear idea about your improvements while setting up the next campaign.
ROI isn’t always about the paid campaign but also understanding the communications gap between sales reports and marketing activities. Your KPIs and ROI need to play together to make your paid advertisements successful. Try to create a strong bond between your sales team and KPIs together. It is very important to measure marketing progress by redefying the marketing process.
5. Educating clients about the new digital era
Social media marketing trends and functions change every year with the evolution of new technologies. It might get quite challenging for a marketer to educate new customers who are putting themselves into online marketing for the first time, as creating relevant content for the right audience and posting it at the right time would be a daunting task. The brands using and relying on offline marketing mediums might find digital tools a bit difficult to use as they are more advanced and have different business promotion strategies. But as a marketer, you have to make sure you’re educating your clients about the new digital era and the marketing strategies that come with it.
6. Fraudulent traffic in digital marketing advertising
With the digital advertising industry boom in 2021, businesses have stared seeing more fraudulent traffic this year. And this will keep on growing as more and more businesses decide to spend on advertising.
OAF, referred to as Online Advertising Fraud, predicted that 10% of all the spending goes into fraudulent traffic, and this states the low perception and lack of information among the clients or an online marketing agency. These fraud disclosure methods are also a result of ineffective analysis and illogical expectations of brands.
7. Managing the social media presence effectively across the various networks
Social media on mobile platforms is used by over 4 billion people according to recent statistics, and this universality is the reason why social media is essential for companies to grow in today’s digital world. But a big challenge for social media marketers here to effectively manage their clients’ presence across the different social networks. There are 6 major social media platforms most brands need to focus on – Facebook, Instagram, Twitter, LinkedIn, YouTube, and Snapchat. Brands need to be present and active on at least 3 of these 6 big online marketing platforms. Which 3 is a matter of strategy and relevance, but it’s certainly going to be challenging to manage all the different platforms at once.
Be ready to follow and grow with the social media marketing trends in 2022!
We understand how difficult it can be for social media marketers to keep up with all the trends and utilize them to their advantage. It’s challenging but equally rewarding. Your clients’ social media marketing success depends upon your ability to follow and grow with the social media marketing trends in 2022!
We hope this blog has at least given you a starting point to do your research. Don’t forget to share your thoughts and feedback in the comments section below!