It’s a well-known fact that good marketing is needed for any brand to become successful. But with so many self-proclaimed experts in our industry, there’s a lot of misinformation circulating.
So let’s bust some marketing myths!
1. You’ll get results by advertising on Facebook alone.
In today’s saturated, digital landscape, brands need at least six to eight touchpoints to convert a consumer. In order to achieve that, their digital marketing needs to be omnichannel. Marketing solely on Facebook is not the recipe for success.
Instead, to have a happy and healthy marketing plan, it’s important that brands incorporate other marketing channels and advertising platforms into their mix. Facebook ads can only do so much, so make sure you’re supplementing your efforts with other marketing tactics.
2. It’s super simple to run effective Facebook ads.
Facebook makes it incredibly easy for essentially anyone with a credit card to launch an ad campaign on their platform. That often leads to users mistakenly thinking that Facebook ads are easy to not just launch, but also run.
The unfortunate conclusion? The ads go nowhere or, worse, lead to account suspension and a waste of time and money. Luckily, there are plenty of experienced marketers who know the best practices for creating, launching, and maintaining effective Facebook ads. So, it’s best to leave it to the experts on this one.
3. The written word is dead.
Yes, traditional print publications are facing some hardship in today’s digital age. However, that doesn’t mean text is obsolete. Despite claims regarding millennials’ goldfish-like attention span, written content is “the most important foundational element of any content marketing strategy.”
While images, videos, GIFs, and graphics are extremely popular ways for individuals to consume content, text formats are a great way to build a strong content foundation upon which to build your overall content strategy. And a strong content strategy is quickly becoming an important piece in establishing a long-lasting, successful brand.
4. Social content is more important.
You have total, absolute control over your owned and operated site. So while having a strong social presence is important, you absolutely need to prioritize content for your website. Once you create content for your site, you can use this as a basis for what you’ll be pushing on your social media platforms.
5. Spending more equals better results.
In order to see results with paid media, you’re going to need to spend some money. But that doesn’t mean you should just be throwing money to the wind! Budgets need to be scaled strategically in order to see any kind of ROI.
It’s absolutely crucial to make sure you’re using your “past data, future goals, and key performance indicators” as a road map when deciding to increase spend. Doing so ensures you’re allocating your budget effectively and efficiently.
6. It’s a waste to spend on your own branded terms.
Branded search terms allow you to reach people further down your sales funnel, as they’re searching specifically for your name. Especially considering branded terms are cheaper than more generic keywords, it’s an inexpensive way to maintain a strong digital presence and ensure that motivated consumers don’t slip through your sales funnel.
7. A bigger list is a better list.
Bigger is not always better. When it comes to email, a high engagement rate is far more important than the size of your email list. If the individuals on your email list aren’t opening, reading, or engaging with your emails, then you need to reevaluate who is on your list and why.
In fact, email experts recommend updating email lists about every six months in order to maintain good list health.
8. Unsubscribes are inherently bad.
Sure, unsubscribes from your emails may hurt your feelings just a little, but that doesn’t mean they’re inherently bad news. As mentioned above, maintaining list health is extremely important when it comes to effective email marketing. Believe it or not, unsubscribes are a sign of a healthy list!
Users who unsubscribe are removing themselves from your list and not marking you spam or counting against you when it comes to engagement metrics. Not all break-ups are bad.
Experts Know Best
At the end of the day, an expert marketer is your best bet when it comes to effective marketing. They won’t be fooled by any of the marketing myths discussed above, and their relationships with vendors, platforms, and information are priceless.
It might be tempting to handle all your brand’s marketing efforts yourself. With YouTube DIY videos and all the information you could ever need available on the internet, many companies have tried just that. But, with so much misinformation out there as well, it’s best to leave marketing to marketers. Opinions expressed here are the opinions of the author. Influencive does not endorse or review brands mentioned; does not and can not investigate relationships with brands, products, and people mentioned and is up to the author to disclose. VIP Contributors and Contributors, amongst other accounts and articles, are professional fee-based.
Hawke Media is a full-service marketing consultancy. We act as an Outsourced CMO for our clients, growing businesses of all sizes and industries.