Whether you’re crafting a business-to-business digital marketing strategy or a business-to-consumer digital marketing strategy, the last thing you want is to develop marketing initiatives that are informed by myth. To succeed, digital marketing needs to be informed by fact, not fallacy. We’re here to break down seven of the most common myths swirling around digital marketing, and turn you into an expert digital marketing consultant.
- All businesses absolutely must have a Facebook page. Research by digital marketing consultants shows that of a mere 6 percent of top brands’ Facebook posts actually reach their followers. The bottom line is that Facebook just isn’t the most effective digital marketing platform. The majority of people go on Facebook to see what their friends are up to or watch amusing cat videos, not conduct business. Now, this isn’t to say that all businesses have a green light to go ahead and delete their Facebook pages. But it is to say that Facebook should be much less of a priority than more lucrative digital marketing strategies, such as a compelling and engaging website and effective email marketing campaigns.
- SEO is dead. The SEO landscape has changed considerably in the past five years, and many of the tactics that were relevant in 2010 are not so relevant as we enter 2016. But, as any digital market consultant will tell you, that is not to say that SEO is dead. Whether we’re talking about digital marketing for B2B or digital marketing for C2B, the more you work to ensure your that website ranks well in search engine, the better.
- Email marketing is a total waste of time. Many digital marketers seem to be under the impression that if they send an email to a customer, it will just end up being deleted without having ever been opened. This couldn’t be further from the truth. A staggering 91 percent of Americans use email daily (while just 71 percent have a Facebook account), and 66 percent of consumers have made an online purchase as a result of an email marketing message. Email marketing is not a total waste of time. It is actually a highly effective digital marketing strategy that offers an impressive ROI. So if you aren’t engaging in email marketing, now is the time to start.
- Retargeting is creepy. Yes, retargeting can be creepy if you blatantly ignore best practice guidelines. However, when done well, retargeting, also known as remarketing, is an effective way to re-engage customers who are already familiar with your brand.
- The more clicks the more successful a social media strategy is. When it comes to social media, clicks aren’t everything. After all, if 10,000 people click onto your business’ Facebook page but only 50 actually end up buying a product from you, is that really success? The most successful social media strategies are highly targeted toward a specific audience. Because they are so targeted, they might not get tons and tons of clicks but they do tend to be better at producing customers.
- People never convert on mobile. Whether you’re focusing on digital marketing for B2B or B2C, it is true that customers are far less likely to go through a lengthy checkout process on their mobile phones and fill out rows and rows of tiny information fields. But that doesn’t mean that people never convert on mobile. It just means that desktop conversion and mobile conversion are two different ballgames, so you need a conversion strategy specifically tailored to mobile. For example, if you’re conducting business-to-business digital marketing, focus on making your B2B forms simpler to fill out, or focus on offering coupons that a client might be able to when purchasing on a desktop. Make mobile conversion easy and you’ll see results.
- Negative comments on social media are bad for your business. When legitimate customer concerns regarding your product or service crop up on your social media department, it is a golden opportunity for your customer service department to shine. So don’t hide or delete negative comments. Instead, address the issue head-on with a thoughtful and helpful response.