Have you ever heard someone say something negative about marketing, with such confidence that it’s made you believe them?
With marketing being subjective in nature, there is a danger that we can hear the thoughts of others and believe everything that is said.
As marketing professionals, we thought we should set things straight by offering our opinion on whether to listen to advice on marketing or not. Below are our 6 favourite marketing myths.
1) “One channel works well for our business, we don’t need to use various different channels”
You might argue that there has never been a more important time to experiment with different marketing channels than the present.
There are more advertising channels and opportunities to test, which means that your marketing strategy needs to be evolving to keep up with changes.
The current climate is very competitive and people are less trustworthy of brands meaning that they need to have more touch points across different channels before investing in a business or product.
Even though online and mobile marketing have seen surges in demand, you still need to accommodate your customers and determine where they are shopping, whether that’s offline or online.
2) “It takes 6 months to see results with SEO”
It’s true that SEO is more long term focused and a larger investment in time, but you shouldn’t feel negative about getting results in a few months, particularly if your goal is to increase website traffic.
Keywords are still a really important component for ranking higher on search engines. If you want to see quick results with SEO, then a good place to start would be to add keywords that you want to rank for in your metadata and content. Then re-index pages on Google Search Console and you could start to see changes in rankings in 2-4 weeks.
If you need to create a new website then you’ll probably be looking at 6 months or longer to see a difference with SEO, as it takes time to build domain authority and to build credibility with the search engines.
You can speed up this process by building relevant partnerships and relationships with businesses that will share your links on their website, email and social media.
3) “You must post several times a day to be successful on social media”
Everyone you ask will probably have a different opinion on the number of times you should post on social media. The truth is that there is no magic number to achieve success.
One business might increase their sales by posting once a week, whereas another might see improvements by posting three times a day. The trick is to test and monitor to see what delivers the best results for your business.
In most cases, social media is about quality not quantity, but you can easily monitor the response you are getting by looking at your likes, shares and comments. There’s no reason why you shouldn’t increase the quantity of your posts unless you are seeing negative effects from more frequent activity.
You should also consider that some social media channels are geared towards more frequent posting (Twitter), compared to others which are set up for less frequent posting (LinkedIn).
Finally, take a look at the types of content you are sharing on social media. Do your fans respond better to video content, images or written posts? Maybe your followers like it when there is someone behind your brand speaking to the camera, as it adds a human element to your business.
4) “Email marketing is spam”
Email marketing is still the number one channel for digital marketing as long as your database is on profile and you are sending information to the right people.
It’s such a powerful channel to utilise because once a person has submitted their email address to your business, they have often committed to a relationship, whether that’s subscribing to newsletter updates, new content or sale offer reminders.
Hubspot found in 2019 that greater than 59% of marketers say email is their biggest source of ROI.
Like any marketing channel, email needs to be carefully planned and your customers need to be understood and respected. If you don’t do this then you’ll find people will believe your email is spam.
5) “People don’t like remarketing”
Remarketing has often been thought of as a creepy form of marketing, but since the emergence of online advertising and social media channels it has grown in importance.
Most people will only be frustrated if you’re doing remarketing the wrong way, so it’s best to fully understand your customer’s needs and wants, plus the ins and outs of remarketing before taking action.
It’s also worth bearing in mind that remarketing can work across various platforms, Google, Facebook, Twitter etc. So, just because it doesn’t work on one channel it doesn’t mean it won’t for everyone.
6) “If you’re not seeing instant results, you’re marketing isn’t working”
One of the most common marketing myths is that you need to get instant results to prove that your marketing is working.
The truth is that you should be setting goals over 30-90 days and so if your campaign isn’t performing very well in the first 2 weeks, you should still have a lot of time to resolve issues and achieve your targets.
One of the great things about online advertising is how flexible it is. You can now make instant changes to campaigns and budgets, whereas the reliance on offline channels in previous times made marketing much more rigid.
But because of this flexibility, people have become very impatient, particularly people that are less knowledgeable about marketing. Businesses will panic and make changes more frequently, rather than being more methodical and monitoring results.
As mentioned earlier, you should also treat every channel, type of customer and platform differently. Certain customers will need less time to make a purchasing decision and the same applies to some marketing channels which will be able to deliver quicker results.
Now you have read our 6 marketing myths busted, you should hopefully be more knowledgeable for the next time you face a conversation on marketing. Additionally, if you would like to set off on your own marketing journey, why not book a 1:1, 30 minute call? It’s totally free and at least you’ll know what your next steps should be. Book here.