In a fast-moving, ever-changing world with a plethora of tools, platforms, techniques and statistics floating around the internet, it’s easy to get confused with what is true or false.
We’ve explained our 10 most commonly heard marketing myths to help clear things up a little…
The main aim of social media is to gain as many followers/likes as possible.
Quality over quantity is key. Gaining more followers/likes can lead to a greater reach and engagement of your online content and if you’re a well-known brand, you’ll undoubtedly attract a greater number of followers. This is no bad thing of course but focusing on the number of likes/followers as your main marker for success on social isn’t beneficial. Tracking how/who is engaging with your content and what drives traffic and conversions should take precedence.
The best marketing will generate results right away.
Some results following marketing activity will be noticeable right away via web traffic analytics or engagement online. However, many longer-term results and conversions will not be noticeable straight away. If the marketing is effective, the return will pay off eventually, we promise!
You need to be on as many social media channels as possible.
Despite what people may say works great for them or recommend, be sure to do your research first. Don’t waste time on a social media channel that doesn’t work for you and your target audience. It is also worth noting that the number of social media networks available in the world is somewhere in the region of 650. We’re not doubting your abilities, but that’s a lot of work…
The best thing to do with negative online reviews is to delete them.
It’s never nice receiving a bad review, but deleting negative customer comments will not only anger your already disgruntled reviewers, but also make your 100% five-star rating seem a little too good to be true. Replying to negative reviews in a diplomatic and professional manner can actually end up turning a negative into a positive.
You only need digital marketing nowadays.
Whilst there is no mistaking that marketing has seen a significant shift to the digital world, there is still often a need for the more ‘traditional’ offline techniques too. Focus will inevitably be placed on digital, but other offline channels shouldn’t necessarily be ignored when looking at your overall strategy. Multi-channel marketing is key to success.
My website isn’t broken so I don’t need to change or update it.
A website should never really be “finished”. You should constantly be reviewing, testing and posting content on it. Just because you can navigate your website too, doesn’t mean your customers can. 88% of users won’t return to a website site after a bad experience (Rachel Starling, Speedo 2018), so never just assume that it is working! Focus groups are a great way to test your website user experience and see how customers interact with your website differently.
My customers and competitors aren’t on social media, so I don’t need to be.
You may not think that any potential customers are on social media or see the need if your competitors aren’t doing it. However, according to the latest reports from We Are Social and Hootsuite, there are now over 4 billion internet users globally and over 3.1 billion of these users are active social media users. Being ahead of the curve against your competitors and trialling social media activity to see if you gain any return could be a very worthwhile thing to do.
Marketing is responsible for sales.
Although marketing works in line with sales, it isn’t the sole driver of sales. Effective marketing can increase traffic to a website or store, for example, but it might not necessarily drive conversions. Customer service, pricing and the quality of a product are just a few of the other factors that are involved in successful sales. It is therefore important that everything is working as it should and sales should not solely dependent on marketing.
You should always produce content that is aimed at selling your service/product.
Content marketing should be relevant to your business but shouldn’t be created to just sell and self-promote. A general rule of 80/20 is a good guide. This means that 80% of content should be useful and interesting and 20% should be sales.
I have a website and paid advertising, I don’t need to worry about SEO.
If you are running a paid search campaign or adverts online, you may not think you need to worry about your organic search. However, studies have shown that clicks on paid ads are higher if your organic listing is also visible. Paid search provides immediate results, but SEO is key for longer term success (and is also free!) Either way, it makes sense to work on both mutually for the best results.