Let’s face it: there’s a lot of noise online, especially when it comes to digital marketing. Some articles (hopefully including ours!) offer genuinely helpful tips on how to up your game online. But there are also a lot of marketing myths flying around, and believing them could cost you a lot of time and money.
In this article, I’ll discuss the most common and dangerous marketing myths I see online on a daily basis. Time to get real, friends!
Marketing Myth #1: The right combination of marketing techniques will automatically bring you wealth, fame, and fortune.
You know what brings in money? Good products and high-quality services. Yes, marketing helps to point people in the right direction, but closing and keeping the sale usually depends on the quality and value a business offers its customers and leads.
Marketing strategy can play an important role in an organization’s success, but it’s not the only factor. If I create an amazing Facebook Ads campaign that gets your phone ringing, the person who picks up that phone still needs to have a solid product or service to sell to that caller.
If a business doesn’t offer killer value or have customer service on lock, there is very little even the most talented marketer can do to encourage people to pull out their wallets. Sure, it’s possible to get some short-lived traction from PR spin (see also: pet rocks), but if long-term growth is your goal then customer value is key.
Bottom line: Marketing should engage and educate your ideal customer about how awesome you are…so your first job is ensuring your product/service really is awesome!
Marketing Myth #2: There is one magic marketing method that will immediately drive all the leads you’ve ever dreamed.
“This one trick will quadruple your sales and make you a millionaire!”
Seen this before? Me too. The internet is FULL of “get rich quick” promises, most of which are bogus.
Don’t get me wrong – some coaches and gurus know their stuff, and certain moves can make a big impact on your lead volume. But are you just one easy-to-implement secret away from an eight-figure business? Not likely. If it sounds too good to be true, it probably is.
Here, I’ll give you the secrets of digital marketing success for free. It starts with four easy to remember words: time, tools, testing, and talent
Marketing Myth #3: There is a one-size-fits-all digital marketing approach that works for every organization.
The internet is full of little subcultures and niches. Your ideal customers use particular platforms, have specific shopping patterns, and look for products/services that match their needs and values. On top of that, your industry has norms and competitive data that affects your marketing costs, effectiveness, and opportunities.
With all this diversity in the land of buying and selling, why on earth would we assume that the same marketing plan works for every single person and business?
It doesn’t. That’s why I wrote the article “3 Reasons Facebook Advertising Might Not Work For Your Business” over the summer. Sure, Needls is a social media marketing platform with data for days proving the effectiveness of social ads. But we’re also straight-shooters who refuse to pretend that every business is exactly the same. One-size-fits-all marketing plans just don’t exist, making this one of the biggest marketing myths out there.
There are some tried and true methods that help most businesses target and nurture effectively online, such as social media, email, search, and content. But figuring out how much budget and effort to put towards each of these different things is dependent on a lot of different factors unique to your business.
(Psst, if you need some help putting together a marketing plan that makes sense for you, check out my “6 Best Ways to Advertise Your Small Business”.)
How to make sure your digital marketing plan works for you
Remember those four “T”s I shared with you earlier? Let’s read those again: Time. Tools. Testing. Talent.
These four concepts are the backbone of your digital marketing strategy. At first, it might look like these all demand a lot of work. Sometimes, they do – that’s why big companies have whole departments dedicated to social media marketing alone. But by working smart, small and medium-sized businesses can make major waves online. That means focusing on what really matters instead of getting caught up in empty promises or dangerous marketing myths.
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