The root of many common marketing problems may stem from poor web development. Understanding which challenges can be remedied by smart development techniques could mean the difference between a successful campaign, and a failed one.
Twenty years ago, if you told people that you were marketing your business online, they might have called you crazy. Today, if you told people that you weren’t marketing your business online, you might expect the same reaction.
Unless those people mistake your cluelessness as charmingly vintage. Shhh, don’t correct them. Just take your mid shin capris and move on.
As of 2015, more than 91 percent of B2B marketers use content marketing, 48 percent of marketers build a new landing page for each marketing campaign, and 40 percent of US companies use blogs for marketing purposes.
Digital marketing is now king, and everyone wants an audience with his excellency.
But getting online is the easy part. Maintaining a strong and effective online presence is a different story, one in which the web developer gets to be the hero.
Web development is the machinery on which digital marketing runs, and if the machinery is broken, so is everything else.
Not every digital marketing problem can be fixed with proper web development, but many of them can. If you’ve experienced any of the following issues, smart web development practices may be the remedy.
Problem: Poor Search Ranking
If you consistently put out unique, keyword-rich content, but aren’t seeing the desired results, the problem may lie with the website’s architecture.
A good web developer can optimize the search engine optimization (SEO) by ensuring a company’s web presence is built on solid design principles and technical fundamentals.
They can guarantee that all content is well-formatted and well-presented for search engine crawling.
A website that loads quickly and displays accurately across a variety of desktop and mobile devices is more accessible to users and will see more traffic. More traffic influences search rankings. Also, more traffic is great all by itself. Traffic a la mode, if you will.
Problem: Infrequent Content
Consistent, unique content such as articles, blog posts and infographics drives traffic and increases customer conversions, but without an integrated content management system (CMS) in which to easily post this content, many businesses struggle to stay up-to-date.
This is where a web developer has the chance to shine by either integrating a pre-existing CMS (WordPress, Joomla) into a website’s backend or building a custom CMS for a specific company.
A CMS streamlines the process of publishing and updating content because it doesn’t require any knowledge of programming to operate.
No more wasting manhours updating content by tracking down the company’s one developer so they can rewrite the code, with a CMS, the English majors of the company can post their work with just a few clicks.
Problem: Not Enough User Data
Your average marketing maven might not see the difference between asking users to login with a username versus an email address, but a savvy web developer does.
Asking users to submit their email address via a registration page is a no-hassle way to build your email list and one of many minimally invasive methods of acquiring valuable user data.
But a web developer’s role extends beyond simply knowing these methods. He or she must also know how to integrate elements like registration forms, social media plugins and modal windows so they don’t disrupt the user experience.
Problem: Insufficient Web Analytics
Good marketers understand how to translate web analytics into actionable marketing solutions, but what if there isn’t sufficient analytic data to go on?
Good web developers know how to align an analytics strategy with business objectives to provide comprehensive, accurate and targeted data for marketers to work with.
Inserting a Google Analytics code into your homepage is amateur hour. A developer can put a company in a position to receive data regarding:
- Sales conversions
- Banner ad performance
- Email campaign performance
- Social media referrals and activity
- Video interaction and engagement
- Mobile websites and apps
Problem: Stale Marketing Techniques
A web developer is likely to be one of the most Internet-savvy people on the team, making them a valuable resource when it comes to staying on the industry’s cutting-edge.
Developers are plugged in (in every sense of the word) and may be the first to learn of a new social networking tool, content curation widget or user engagement strategy, as well as recent changes to SEO best practices or the most recent trend in web analytics.
For example, a trend-savvy developer might clue a marketing team into the following: did you know that:
- It’s no longer effective to base digital marketing campaigns on impressions or clicks. These days it’s all about conversion rates.
- Base-level social media metrics (number of followers, likes, shares) are inadequate for making data-driven decisions, and should be augmented with conversion and relative metrics for more accurate insight.
- Impersonal, keyword-saturated content is much less effective than useful, compelling and well-written content.
- Your website can be penalized for violating the best practices of many major search engines. Avoid shady tactics like blackhat SEO, IP-spoofing and redirects.
Conclusion
To maximize the impact of your digital marketing efforts, incorporate web development into your strategy from the beginning. The root of many digital marketing problems such as infrequent content, insufficient analytic data and disappointing search rankings may stem from development issues and committing to quality web development can mean the difference between a successful campaign and a failed one.
Do you think a lot of marketing problems are due to web development? Tell us why or why not in the comments below.
Frequently Asked Questions (FAQs) about Common Marketing Problems
What are some common marketing problems faced by businesses today?
Businesses today face a myriad of marketing problems. These include lack of a clear marketing strategy, inability to measure marketing effectiveness, difficulty in reaching the target audience, and staying updated with the latest marketing trends. Other challenges include creating engaging content, managing online reputation, and dealing with negative feedback.
How can a business develop a clear marketing strategy?
A clear marketing strategy starts with defining your business goals and understanding your target audience. It involves conducting market research to understand customer needs and preferences. The strategy should also include a clear plan for reaching the target audience, including the channels to be used, the type of content to be created, and the metrics to measure success.
How can a business measure the effectiveness of its marketing efforts?
Businesses can measure the effectiveness of their marketing efforts using various metrics such as website traffic, social media engagement, conversion rates, customer acquisition costs, and return on investment (ROI). These metrics can provide insights into the success of marketing campaigns and help businesses make informed decisions.
How can a business reach its target audience effectively?
Businesses can reach their target audience effectively by understanding their needs, preferences, and behavior. This involves conducting market research, creating buyer personas, and using targeted marketing strategies. Businesses can also use digital marketing channels such as social media, email marketing, and search engine optimization (SEO) to reach their target audience.
How can a business stay updated with the latest marketing trends?
Businesses can stay updated with the latest marketing trends by subscribing to industry newsletters, attending marketing conferences and webinars, following industry experts on social media, and reading marketing blogs and publications. They can also use marketing tools and software that provide insights into the latest trends and strategies.
How can a business create engaging content?
Businesses can create engaging content by understanding their audience’s needs and preferences, creating content that is relevant and valuable, using compelling headlines and visuals, and incorporating storytelling. They can also use various content formats such as blogs, videos, infographics, and podcasts to engage their audience.
How can a business manage its online reputation?
Businesses can manage their online reputation by monitoring online reviews and feedback, responding to negative comments in a timely and professional manner, and encouraging happy customers to leave positive reviews. They can also use online reputation management tools to track their online presence and reputation.
How can a business deal with negative feedback?
Businesses can deal with negative feedback by responding promptly and professionally, acknowledging the issue, apologizing if necessary, and offering a solution. They should also take the feedback as an opportunity to improve their products or services.
How does web development play a role in digital marketing?
Web development plays a crucial role in digital marketing as it involves creating a user-friendly website that can attract and retain customers. A well-designed website can improve search engine rankings, increase website traffic, and enhance user experience, thereby contributing to the success of digital marketing efforts.
What are some common web design problems and their solutions?
Some common web design problems include slow loading speed, poor mobile optimization, complicated navigation, and lack of clear call-to-action. These problems can be solved by optimizing images and scripts, ensuring mobile responsiveness, simplifying navigation, and including clear and compelling call-to-action buttons.
Joshua KrausJosh Kraus is a Chicago-born, Denver-based writer and mediocre autobiographist with an interest in art, entrepreneurship, and emerging industries. When he's not writing, he attends to his t-shirt business, Bird Fur. Find him at joshkra.us and birdfurtees.com.
