Do You Believe These 4 Online Marketing Myths That Hurt Marketers
Marketing online is already incredibly difficult. Sure, you have the entirety of the internet to appeal to, but it also means that you’re competing against countless other online marketers. The internet is a vast place and standing out against a sea of competitors isn’t an easy feat, but a successful online marketing campaign can easily bring you the customers you’re looking for.
Unfortunately, many marketers are far too misguided about what they think works and doesn’t work on the internet. Many marketers go barking up the wrong tree so to speak and end up wasting time and resources on fruitless endeavours. Here are just a few commonly held online marketing myths that end up hurting marketers:
Myth #1: We need to be on as many social media platforms as possible.
It’s true that you certainly want to get your message out to as many people as possible, but not all audiences equally deserve your attention. There are countless social media platforms to take advantage of–Facebook, Instagram, LinkedIn, Snapchat, Twitter, Pinterest, etc.—but that doesn’t mean you need to use all of them.
Each social media platform has a different audience and those audiences are all interested in different things. Do you think a company like Tastemade that markets by making cooking videos would have as much success on LinkedIn as they do on Facebook? Would a company for elderly people like Life Alert want to market on Snapchat where 71% of its members are under 34?
Rather than trying to spread yourself thin, choose the most ideal platforms and focus your efforts there. You can expand your marketing efforts when you have more cashflow. Best to play to your strengths while still starting out.
Myth #2: My company needs to be #1 on SEO results for important keywords.
SEO can be a difficult game to play and it’s never easy to get to the top of a Google search for popular keywords. For example, if you are running a shoe store, it would be very nice to be the first result when someone types “shoes” into Google.
However, it might be more beneficial and realistic to aim for mastering long tail keywords—that is longer and more specific phrases. Long tail keywords make up 70% of Google searches and generally indicate that a consumer is more willing to convert and purchase than a short tail generic search.
For example, “shoes” is a short tail keyword that might be used for someone who’s simply browsing the internet. While someone who uses long tail keywords like “black dress shoes,” “good running shoes,” “cheap sneakers,” or “sandals for summer” may be ready to buy.
Myth #3: This other company is doing it, so, why can’t we?
It’s tempting to look at successful companies and try and imitate what they’re doing. Sometimes it works such as when Instagram copies Snapchat’s story features and ended up beating Snapchat at their own game. However, this isn’t always the case.
Take the example of the Amazon Fire Phone: Amazon’s short-lived attempt at entering the smartphone market. The phone’s multiple flaws and inability to stand up to Samsung or Apple means that it died a death. However, Amazon has been instrumental in killing orders and has companies like Sears, Macy’s, and Best Buy on the ropes.
The takeaway is that what works for one company doesn’t work for everyone else. If it did, every company would be doing the same thing. You have a different audience, different brand, different mission, and a different set of values. Find your own unique voice.
Myth #4: Email is dead. Long live the new social media king.
Social media might be the new big thing, but don’t count out email just yet. Believe it or not, a study from McKinsey & Company found that companies acquire new customers via email 40 times more than they do on Facebook and Twitter combined. The study also found that 91% of consumers check their email every day. Purchases are made three times more often via email than via social media. Consumers order 17% more when ordering via email.
Clearly, there is a lot of misinformation in the air as to how online marketing should be done. Knowing what works and what doesn’t work can mean the difference between life and death for your company. For more handy internet marketing tips, and valuable lessons that will help you get started on the right path check out this video…
About the Author
Owner Manager of Student Rentals and Property Management Business for 10 years. Moved away from my home town of Sunderland 2015 to be with my partner Paul in York. Started an Amazon Prime Seller Account. Went out to Spain in April 2016 to oversee the work on our new Spanish home, and decided to sell out of Property Management and start over as a Digital Entrepreneur.