4 Ways to Meet the Marketing Challenges for Small Businesses

The digital terrain has always been a tough terrain to conquer, especially for small businesses. And even more so now with the pandemic’s impact changing the scene on the global economic market.

So how can small businesses like yours overcome the challenges they are facing in marketing and advertising? In this post, you will find 4 ways to meet the marketing challenges for small businesses.



Challenge #1: How to Find Customers

It goes without saying that you shouldn’t sit around and wait for leads to come to you. Even the biggest and most successful companies know that; and that is why they never stop trying to find new customers every single day.

However, when it comes to a small business like yours, this challenge seems a lot harder to overcome. Firstly, due to the fact that there are numerous channels from which you can acquire your customers and secondly, because you feel lost when you must decide on how to prioritize them.

Add the incredibly high acquisition cost to the equation – that has increased by almost 60% in the last 6 years according to Hubspot – and you have one big challenge to face.

Don’t worry though because there is a simple solution to it.


Build your Byers Personas

You must first assess the profile of your ideal customer; the right people to receive your message.

Building a buyer persona means that you should figure out what your target customer looks like, what they do for a living, their online habits and behaviours and how much time they spend on the internet.

This way, you can address your target audience through the channels they are in using the right words. This means that you can create content catering your target demographic’s needs and interests and sharing it with them.

Challenge #2: How to Increase Brand Awareness

Brand awareness means letting your customers know who you are. So, in order for them to buy what you are selling, you must first make them aware of your brand. This way, you will build trust with your audience that will consequently associate with your products and services.

But alas, this is not an easy task. One can build brand awareness taking many different paths but the following three are what you need to get started.

Inbound and Social Media Marketing

Once you’ve come up with your buyer personas, you can attract them to your brand with inbound marketing and social media.

Using inbound and social media marketing means creating targeted blog posts, videos etc optimized for your target audiences search terms and sharing them on social media. These types of content should be based on the topics your buyer personas search online, and share them on the social media channels they are in. Additionally, you could use paid to boost your message.

Leverage Co-marketing

Your organic marketing efforts for driving brand awareness can be boosted with co-marketing. Starting a partnership with a reputable brand is a smart way to generate leads outside your circle and make your message heard in a larger audience.

Run a Consistent High-quality Blog

Don’t underestimate the power of blogging. Big brands give it a large part in their content marketing efforts to drive awareness.

By regularly updating your blog with consistent high-quality content will help drive traffic to your website that will eventually convert to leads. Not to mention that it will bring value to your brand and help establish trust among your prospects. Furthermore, a consistent high-quality blog will also help build your email list.



Challenge #3: Build an Email List

The buyer’s journey starts from earning the prospects’s trust, turning them to leads and finally converting them to customers. Building an email list is the first step of this process. In order to do so though you must continuously provide value to stay on top of mind.

So given that email marketing still leads the way of the most effective marketing channels, why leave it out? Just consider that for every 1 euro you spend on it, you will get back an average of 35 euros. And according to surveys, more than half of consumers state that email marketing can directly influence their purchase decision.

Leverage Opt-in Email Lists and Social Media

One way to build your email lists is gathering up the email addresses of the customers that have already given you their email addresses so you can send them emails; for these customers have already shown interest and are more likely to putchase again.

Social media is the other way of building up your email lists, and creating high quality blog content that will attract them to subscribe is the means to achieve that.

Challenge #4: Lead Generation

Generating leads is what keeps sales alive and kickin’. Leads generations is a top priority for marketeers and a constant challenge for business leaders.

So what can you do to generate both high quantity and high quality leads? Leads that convert website visitors into prospects and eventually customers?

Optimize your Website for Conversions

Your website is your most valuable tool to convert prospects into customers. So make sure that you meet the following key points:

⦁ Make sure that each webpage on your website calls visitors to take action.
⦁ Create a custom landing page for each campaign you run.
⦁ Run a blog with lead generation Call-to-Actions in every blog post


In this blog post we covered only a few of the many challenges your small business may face. However, depending on the industry your business trades, there are many others out there. NAG media can help you overcome all of them with the proper planning and strategy. Contact our talented professionals and start working on your next project.

And before you go, it would be a good idea to read about how to optimize your website for conversions and drive sales.

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The Latest Digital and Social Media Statistics for 2021


Last year alone, there were almost half a billion new social media users. Did you happen to know that 1.3 billion years were spent using the internet so far? One thing is for sure though; trillions were spent on ecommerce.

Below are some of the latest digital and social media insights for 2021.



Facts to Keep in Mind

At the start of 2021, the world’s population reached 7.83 billion. According to the United Nations, this figure is currently seeing 1% increase each year; in other words, since the start of 2020, the global population has grown by more than 80 million people.

Currently, 66.6% out of these 7.83 billion people use a mobile phone which equates to 5.22 billion people. Since January 2020, 93 million people have been added to the unique mobile users having grown by 1.8 percent. Furthermore, at the start of 2021, the total number of mobile connections has seen a 0.9% increase (+72 million) reaching a total of 8.02 billion.

In January 2021, the number of people around the world using the internet was 4.66 billion, with an increase of 7.3% (+316 million) compared to January 2020. In fact, people using the internet worldwide stand today at 59.5% of the global population.

Currently, social media users worldwide reach 4.20 billion. Over the last year, this figure has grown by 490 million, with an increase of more than 13% compared to last year. Thus, social media users stant today at 53% of the world’s total population.



The Ever-growing Social Media Adoption

Undoubtedly the outbreak of COVID-19 has driven a significant growth in social media adoption.

In fact, over the past year, social media users increased by more than 13% with the global user total having reached almost 4.2 billion, while nearly half a billion new users joined social media by the start of 2021.

Notable is the fact that more than 1.3 million new users on average joined social media each day of 2020, meaning that roughly 15½ new users joined social media each single second of 2020.

And although COVID-19 has indeed brought considerable changes in digital behaviours, people claim that they spend almost the same amount of time every day on social media today as they did last year.

As a matter of fact, the increase in the daily average time spent on social media stands at more than half an hour over the past 5 years. Breaking it down, 2 hours and 25 minutes is the time the typical user now spends each day on social media, meaning almost one full day of their life each week.



Mobile-first Users are on the Rise

Today, mobile phone users equate to 2/3 of the world’s total population, according to GSMA (an organisation that represents the interests of mobile network operators worldwide). Hence, 5.2 billion people use mobile phones equating to more than 85% of the world’s total population aged 13 and above.



The Game is Still in for the Other Devices

Almost 53% of the time the world spends online is accounted for on mobile phones. However data show that the game is not lost for the other devices in our lives.

Despite the 90% of the internet users who say they access the internet via a smartphone, the 66% also say that they use a desktop or a laptop computer to do so.

Even so, statistics differ considerably by country. And in spite of mobiles currently being the main internet access device in all countries, there is a quite small chasm between mobiles and computers, especially in Western Europe.

What plays a role in shaping these ratios is the stage of a country’s economic development, with the median age of the population being a critical driver as well.

In fact, Baby Boomers go online preferably via computers and tablets than via phones, with less than 50% of the users aged 45 and above using mobile devices to access the internet.

In the meantime, the world’s internet activity still relies heavily on computers according to the latest data.

In fact, more than 40% of web pages served in December 2020 were accessed through web browsers running on desktop and laptop devices.

Again, the aforementioned activity differs significantly between countries. According to recent studies, more that 8 in 10 pages served to web browsers in Nigeria are being requested through mobile phones; but that doesn’t stand for Russia too, where this figure drops to barely a quarter of web pages.



People are Changing Their Online Search Behaviours

The top motivation of the 2/3 of the world’s internet users going online is to find information.

However, for anyone hoping to engage a digital audience this should not be their only objective since the world’s online behaviour is evolving according to latest research.

Backing that up, 98% of the online users still turn to conventional search engines every month to find what they are looking for.

And What About Social Search?

Social search is rising and this is the case with almost 45% of global internet users. When they research about services or products they consider buying, they do so on social networks; and this happens at least once per month.

Here, younger age groups lead the way since research shows that Gen Z internet users prefer searching for a brand on social networks than on a search engine, with younger Millennials following.


As we see, data is constantly changing following the online behaviours of the global population. For that reason, marketeers should be on the lookout for anything new that could be used as a tool in their marketing efforts.

Small businesses of course are the ones that are facing the biggest challenges; so if you are one of them, read NAG’s actionable tips on how to overcome these challenges successfully.

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Sources: Statista, DataReportal, Hootsuite, WeAreSocial