Overcome 10 Objections to a Digital Marketing Strategy
Overcome 10 Objections to a Digital Marketing Strategy
Greg Walthour, Co-CEO • Intero Digital • November 2, 2023
In an age when screen time dominates and digital interactions are more frequent than ever, the power of digital marketing is hard to ignore. Yet while the benefits of digital marketing are evident to marketing professionals, some organizational leaders still hold firmly rooted objections to shifting toward digital advertising strategies.
To bridge this gap between perception and reality, a comprehensive digital marketing strategy is an absolute must. Only by designing a fully fleshed-out strategy for digital marketing, monitoring results, and optimizing advertising efforts based on results will you be able to see success.
Unlocking Digital Marketing: Overcoming Common Objections With Facts
Fortunately, you don’t have to work alone. Here, we take a look at the common objections to digital marketing and negate each with solid digital marketing statistics that not only answer but advocate for the transformative power of digital marketing. So the next time you hear an objection, remember that the stats (and the facts) are stacked in your favor.
1. A Lack of Tangible Results
Objection: “We don’t need digital marketing, and even if we did, we wouldn’t see tangible results in our industry.”
Digital marketing has a proven track record of success across industries. By examining case studies and success stories, we can uncover tangible results that illustrate its potential impact. For instance, consider Threadbird, a custom printing company in the apparel and merchandise industry that wanted to expand its market reach and boost leads and sales.
By implementing a comprehensive digital marketing strategy that included SEO, paid search, and paid social campaigns, Threadbird achieved remarkable results. Within the first year, it witnessed a 53% increase in first-page rankings, leading to more exposure and leads. Notably, its paid goal completions surged by an astounding 1,042% and paid social goal completions increased by 190%.
These digital marketing statistics underscore the effectiveness of digital marketing techniques in driving growth and enhancing business outcomes. Companies that excel at lead nurturing are able to generate an impressive 50% increase in sales-ready leads, all achieved at a 33% lower cost. These figures collectively emphasize how digital marketing can deliver tangible results, even in industries that might initially seem less digitally inclined.
2. Unclear ROI
Objection: “How can we measure the return on investment (ROI) of digital marketing?”
Measuring ROI in digital marketing can be precise, thanks to tracking and analytics tools. Platforms like Google Analytics and CRM systems stand out for their ability to provide deep insights into campaign performance. They allow you to measure everything from website traffic to conversions and even revenue generated from specific campaigns. With proper setup and interpretation, these metrics can clearly report the ROI of your digital endeavors.
One noteworthy demonstration of digital marketing ROI statistics lies in the realm of email marketing, which can boast an astounding 4,400% ROI. This exemplifies the impressive potential for substantial returns within the digital marketing landscape.
3. Budget Concerns
Objection: “Digital marketing seems expensive. Can we achieve results within our budget?”
The beauty of digital marketing is its scalable nature. You can allocate your budget in ways that maximize results, focusing on strategies that target your specific audience most effectively. When weighed against traditional methods, online marketing stats show that digital marketing not only offers better tracking of ROI, but also tends to be more cost-efficient.
As mentioned above, research has shown that email marketing has an incredible return on investment when done correctly. SEO marketing is similarly effective and efficient, with an average ROI ratio of 22:1 (which equals 2,200%). In fact, marketers who are vigilant about keeping track of their digital marketing ROI are 1.6 times more likely to secure budget increases for their marketing activities, according to Website Builder Expert.
4. Data Privacy and Security
Objection: “What about data privacy and security concerns with digital marketing?”
Data protection is paramount in today’s digital world. By aligning with global regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), businesses ensure robust data protection standards. Additionally, transparency is promoted through comprehensive privacy policies and user-centric opt-in/opt-out solutions.
According to a 2021 KPMG survey, 76% of consumers report wanting more transparency about how their personal data is being used by companies, and 40% say that they would willingly share their data if this transparency were provided. This highlights the growing awareness and significance of data protection among consumers. By maintaining a strong commitment to regulatory compliance, privacy policies, and user empowerment, businesses can cultivate a data-safe environment that not only adheres to legal standards, but also fosters customer loyalty and trust.
5. Skepticism About Online Advertising
Objection: “Aren’t online ads annoying and ignored by users?”
This is a valid concern. However, advertising stats show that the core of successful online advertising lies in its quality and relevance. By utilizing strategies like retargeting and native advertising, you can design ads that are not just seen but also resonate with the audience. These strategic ads are non-intrusive, value-driven, and aim to create engaging experiences that users find beneficial.
Shifting to the realm of SEO, a telling statistic from this domain emphasizes the importance of ranking prominently on search engine results pages. Did you realize that less than 1% of Google users click on anything from the second page of search results? This statistic shows just how essential it is to earn a high ranking, as it significantly influences click-through rates and website traffic. By strategically optimizing web content, businesses can capitalize on this insight to drive greater visibility, user engagement, and, ultimately, conversions.
6. Time to Results
Objection: “Isn’t digital marketing an ongoing commitment? What if we don’t have that kind of time to devote to it?”
Digital marketing is versatile. While continuous engagement can certainly amplify results, there’s always room for flexibility. You can adjust, scale, or even pause campaigns based on real-time feedback and objectives. Short-term campaigns, especially around promotions or launches, can also deliver significant results.
Additionally, the digital marketing landscape is always evolving. Rather than chasing each new trend, it’s more effective to maintain consistency in whatever method works for your business. Take blogging, for instance — it’s not a new tactic, but even today, companies that maintain an active blog wind up producing 67% more sales leads than businesses that don’t.
While digital marketing can indeed be an ongoing commitment for those who choose to engage continuously, it offers a high degree of flexibility and adaptability. This means you can tailor your digital marketing efforts to suit your available time and resources, making it a viable option even for businesses with limited bandwidth.
7. Competition and Saturation
Objection: “Isn’t the digital space oversaturated with competitors? How can we stand out?”
While competition is intense, the digital world also offers plenty of space to craft a distinct identity. It’s crucial to define a clear and unique value proposition for your business. By homing in on targeted messaging and pinpointing a well-defined target audience, your brand can emerge with a voice that stands out.
The power of strategic content creation is in its ability to carve out a niche. With the capacity to spotlight real-world successes and endorse your offerings, customer testimonials and case studies are hailed as the most effective content marketing tactics. According to BigCommerce, a whopping “92% of consumers read online reviews and testimonials when considering a purchase; 88% of consumers trust online reviews as much as personal recommendations; and 72% of them say positive reviews and testimonials make them trust a business more.” Those numbers showcase how impressive content can really help you stand out among the crowd.
8. Bandwidth Concerns
Objection: “Digital marketing sounds complicated. Who will oversee the process from beginning to end?”
Digital marketing may seem complex, but it’s accessible to both experts and beginners. Today’s digital marketing tools and platforms are designed to be user-friendly, offering intuitive interfaces and comprehensive guides. You don’t need advanced technical or social media skills to get started, and training resources are readily available if needed. Additionally, outsourcing to an all-in-one digital marketing agency is often more cost- and time-effective in the long run.
As for social media statistics, one trend stands out above the rest: A significant 78% of salespeople utilizing social media outperform their peers, according to LinkedIn. This underscores the role that social media platforms play in amplifying sales-related digital marketing efforts. As such, it’s essential to include social media platforms and ensure your team is prepared to either tackle or outsource your social media needs when crafting an effective digital marketing strategy.
9. Quality of Leads
Objection: “Will digital marketing generate high-quality leads or just low-quality inquiries?”
High-quality leads stem from meticulous targeting and segmentation. With digital marketing’s lead-nurturing strategies, you can filter and fine-tune leads, enhancing their quality. The end goal isn’t just leads but sales-ready leads.
Consider that video marketing statistics from Wyzowl in 2023 show that 96% of marketers value video as an important part of their overall strategy, and more than nine in 10 say video has helped increase traffic, brand awareness, and user understanding of their product or service. This statistic underscores the profound influence of visual content (particularly videos) in further increasing audience engagement and guiding users toward desired actions. Ultimately, an effective on-site strategy complete with audience targeting can set your business up for success when it comes to generating leads and conversions.
10. Industry Challenges
Objection: “No one goes to Google looking for our industry. That’s just not how our customer is buying.”
Consumer behavior is increasingly shifting online, with more than 5.19 billion internet users worldwide in 2023. Google remains the dominant search engine, holding over 91% of the global market share. While it’s true that some industries traditionally relied on offline methods, digital transformation is also impacting customer demographics. Younger, digitally savvy generations are becoming the target audience. Furthermore, 98% of consumers use the internet to discover local businesses, including those in niche sectors.
Businesses in niche industries such as commercial and residential installation and design are adapting to changing customer behavior by embracing digital marketing to reach potential customers who are seeking online information. Even businesses serving non-digitally adept clients can benefit from establishing an online presence thanks to the broad reach of digital platforms. As the traditional customer base ages out, recognizing the importance of adapting to the evolving digital landscape is crucial for long-term success.
These digital marketing facts and figures show just how much digital marketing provides valuable opportunities for brands in every industry. By implementing effective strategies, gaining insights into consumer behaviors, and harnessing the power of data, businesses can position themselves for sustained success in the digital age.