Marketing is ever-evolving. New tools, platforms and techniques are emerging every day and it’s an exciting time to be in the industry. Except there’s one problem..
With all the information flying around, there have been a few cases where bits of information have been less than accurate. This is dangerous and can lead to confusion, misinformation and campaign misfires.
To cut through the clutter, we have put together some of the industry’s biggest myths that we think you should actively avoid (much less believe):
MYTH: “Only certain types of businesses can benefit from content marketing.”
TRUTH: Any audience or business will benefit from high-quality content
Content marketing is not industry-specific, nor can your company be more or less “suited” for this style of marketing.
Any company that has a story to tell, can tell it through content. Whether it’s a long-form blog, social post or instructional video, it’s important you demonstrate to your audience who you are and what you can do for them. It doesn’t matter which sector you live in, by giving your audience something they want, it might entice them to do business with you.
MYTH: “Multi-channel marketing is a waste of money.”
TRUTH: Promoting across multiple platforms will increase your reach
A single-minded mindset won’t cut it in this new age of technology. Our customers are everywhere and having a presence on multiple platforms helps businesses keep up with their ever-changing buying behaviours.
Businesses who limit themselves to one platform or one device, limit themselves to half the customer base that is available. Research shows that 53% of people will abandon a mobile website that takes more than three seconds to load, so accessibility and convenience is of utmost importance to the average modern consumer.
MYTH: “Marketing plans are only for large companies"
TRUTH: Businesses of all types will benefit from a healthy marketing plan
Marketing planning is good marketing. Good marketing helps you reach your customers, helping them understand what you can offer them.
Crafting a healthy marketing plan will allow you to develop your products and meet the needs of the customer. It will absorb some of the complexity that comes with shaping your marketing strategy, helping you define your strategy, goals, budget and get ahead of competitors by knowing how and where you will focus your energies.
Want more information on planning your marketing? Download our in-depth guide.
MYTH: “I don’t need a website.”
TRUTH: If you want to be found online, you need a website
Every business needs a website (see our Websites & Digital Presence product) but surprisingly a lot of them don’t.
According to new research, only 46% of small businesses have a website. This is a shocking statistic, particularly when we consider that people spend up to 6 hours a day on the Internet. Having a website not only builds up your online presence but is also virtual proof that you exist. Potential customers will question your credibility if you don’t have a website so it makes sense to do so.
Having the site isn’t enough, and you will need to work on it. Once you have a website, focusing on link building will ensure all your online directories and social posts link back to your site.
MYTH: “Writing quality content is enough.”
TRUTH: Great content needs a smart distribution strategy
We can’t overemphasise the importance of creating high quality content. Not only does it make you look good, it sets you apart as a high quality business worthy of your customers. But it is vital to know that quality is not all that is required.
No matter how great your content is, it cannot gain traction until people see it. In the good old days, people would find your articles and blogs on their own; nowadays they need a little help. There’s so much content flying around, you need a distribution strategy to make your own content visible to your target audience.
This strategy should include social media, paid search and content management platforms. Monitoring tools will also allow you to measure your performance to figure out how your posts are performing.
MYTH: “You need a huge marketing budget to be successful.”
TRUTH: You can target your customers for less than you think
No matter what your business type is, or what your budget may be, there are marketing options out there for everyone.
Not every business has large sums of cash to spend on marketing or an experienced consultant helping you manage your efforts - nor is it wholly necessary. In fact, marketing to a huge customer base is not as effective as it used to be. The more narrowly your business can narrow its market, the better results you’ll see.
Focus on which platforms and tools will benefit your company and target market. You don’t need to invest in everything to be successful, just what’s right for you.
Busting these myths is just the start. It’s not easy creating a successful marketing strategy, but now you are aware of these misconceptions - and take the necessary steps to correct for them - you stand a much better chance.
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