The Biggest Social Media Hurdles in Digital Marketing
A while back, I had a serious misunderstanding with a client. This was the first client I ever got, and in an effort to keep them on board and improve my craft, I was offering some services for free, including photography. However, I did not own a camera, so I borrowed one from my workplace. After some time, my workplace implemented a policy requiring employees to pay for equipment borrowed for external projects. Faced with this new reality, I informed my client that they would need to cover the cost of renting the camera. What followed was an unexpected backlash. Accusations of dishonesty surfaced, and meetings were held to discuss the issue. All of this simply because I had decided to be upfront about costs. In reality, they should have been paying from the beginning.
Clients often fail to understand the costs associated with digital marketing because they do not bear the full burden alone. We, as digital marketers, distribute expenses across various clients to keep services affordable and effective. This leads me to one of the biggest challenges in the field—costs.
The Cost of Software
Digital marketing software falls into two categories: installed software and cloud-based applications. At a basic level, essential tools include Adobe Suite, Grammarly, a CRM for social media, and accounting software. These come at a significant cost—around UGX 2,700,000 annually. The client I previously mentioned could never afford these costs unless they committed to paying for six months in advance. I maintain the relationship due to the principle of loyalty, but it remains financially burdensome.
For stock photography, I rely on Freepik, which costs approximately UGX 800,000 per year. The cost of graphic design is rising, and acquiring cracked software is becoming increasingly difficult. These challenges make software expenses a major hurdle in digital marketing.
Fluctuating Ad Performance
Social media advertising is one of the most powerful tools available to digital marketers. When campaigns perform well, it boosts credibility and keeps clients happy. However, two key challenges arise:
- Budget Limitations – If an ad budget is below $25 per day for at least 14 days, the algorithm does not optimize results effectively. This means careful audience curation is necessary, targeting groups like “parents,” “finance professionals,” and “business owners.” However, this targeting can sometimes exclude valuable audiences who would have engaged with the ad.
- Unpredictability – No two advertisements perform the same. While one may yield great results, another with similar targeting may fall flat. The key is learning and adapting. In some cases, traditional marketing tools like flyers may outperform digital campaigns in certain locations.
Client’s Risk Appetite
Every client has a different level of risk tolerance, and, understandably, they are hesitant to invest in advertising without guaranteed returns. When I started running ads, $20 would yield around five leads, with only one converting. Financially, this was not viable. Over time, I learned to refine my targeting, filtering out irrelevant leads that wasted ad spend.
Clients need to embrace the calculated risk of digital advertising. It is cost-effective and, when paired with a well-structured sales funnel, delivers a strong return on investment (ROI). By continuously refining targeting and analyzing performance, digital advertising becomes an invaluable asset.
Different Expectations for Different Platforms
Each social media platform demands unique content strategies:
- Twitter – Content disappears within minutes, requiring frequent, short, and thought-provoking posts to maintain engagement.
- Instagram – Aesthetics matter. Content must be visually appealing while blending entertainment and promotional messaging.
- Facebook & LinkedIn – These platforms require a mix of text, images, and video, with a focus on professional engagement on LinkedIn.
Managing multiple platforms with varying expectations significantly increases workload, making content strategy a crucial part of digital marketing.
The Cost of Hardware
Beyond software, hardware upgrades are inevitable. As technology advances, digital marketers must keep pace. My current computer can no longer receive Apple updates, preventing me from downloading essential software. New software and plugins require better computing power, necessitating a hardware upgrade.
Right now, I need a MacBook Pro M2 16”, which costs UGX 7 million. In total, I estimate that UGX 20 million is needed for essential hardware upgrades. This is a significant investment, but one that is unavoidable to remain competitive in the industry.
The Cost of Influencers
Influencer marketing is a double-edged sword. Digital marketers seek cost-effective influencers, while influencers need fair compensation. The challenge is finding a balance.
I once paid two influencers—one UGX 500,000 and another UGX 1,500,000. Surprisingly, the cheaper influencer performed better. Based on this experience, I have developed a basic influencer rate card:
- Tweet only: UGX 50,000
- Tweet with images: UGX 100,000
- Tweet with video: UGX 300,000
Anything beyond this is often inflated, as production costs should be factored into the overall budget.
Conclusion
Digital marketing is a rewarding but challenging field. Costs—whether software, hardware, ads, or influencer partnerships—are substantial and ever-evolving. Clients must understand these financial burdens to set realistic expectations. As digital marketers, we must continue refining strategies, balancing costs, and educating clients on the value of our work.
Signed,
Muhwezi Davis Henry
Clinical Officer | Digital Marketing Specialist | Graphic Designer |