Nov 4, 2012
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What’s Your Point of View?
For many, online marketing is still considered dangerous waters they dare not enter. For those of us who are having tremendous success in the world of online marketing, we say, “Come on in, the water’s fine!”.
Today we are going to look at 6 common myths about online marketing:
Myth #1
Online Marketing is too expensive
Traditional marketing plans call for 3%-5% of gross revenue to be allocated for marketing. The challenge with that however, is at the end of the year, it’s always been hard to quantify how effective those marketing dollars have been. One of the greatest benefits of utilizing online marketing is that you can track, almost to the penny, how effective your online marketing is performing. Contrast that with say a newspaper or radio ad. I spent many years as a marketing director wondering how effective those ads were. With online marketing, I know who my customers are, their interest level, and their path through my sales funnel. With that knowledge, I can appropriate my marketing budget accordingly with far greater predictability for the ROI.
Myth #2
You need an expensive looking, “Flash” filled website to be effective
Just when you think you’ve got the internet figured out, the rules change. The designs that said “I’m a stable and successful business website, it’s safe to buy from me” a few years ago, don’t say that anymore. The truth is, often the more doodads you have on your website, the harder it is to navigate. Both for your customers and for Google. Luckily for you, the designs that are effective today don’t require months and months of artistry. That equals to money in your pocket. Some strategically placed photos and video with easy to find information goes much further in the viewer experience. And with more and more consumers using their mobile devices to browse, you’ll want a quick and compatible website to showcase your business.
Myth #3
High Search Rankings are all that’s important
> While ranking high on Google is very important, it’s not the only thing to focus on. Like all marketing strategies, having a balanced approach will garner far more customers and sales. Google’s primary objective is to help their users find the right website, located in the right town, with products within the user’s price range, as possible. In order for your website to be consistently “found,” you’ll need a multi-pronged approach. This includes positive customer ratings and reviews, intriguing content, aggressive social media activities, and more.
Myth #4
Social Media is a waste of time (Or it’s all we do!)
Having a consistent and honest social media plan is vital to a successful online marketing plan. However, it’s not a complete strategy by itself (see myth 3). Google is looking more and more at Social Media as a factor for a businesses rankings. There are many ways to use social media for your business, and if you do it right, you’ll connect with your current “fans” in a way that was never before possible. For those who’ve let the social media train pass them by, they’re missing out on a beautiful opportunity for customer service and retention. Whenever I hear a business owner refer to social media as a “fad”, I see a dying business who has refused to evolve with marketing trends.
Myth #5
Once I rank high on Google, We’ve arrived
Not true! Sites like Google are focused on getting their customers to the most relevant websites based on their keyword searches. Just because you are more Google relevant than your competition today does not mean you’ll be tomorrow. Google is constantly changing the SEO rules and guidelines to make themselves a more effective tool for their users. Make sure that you and your online marketing efforts are following those trends. If you do, you will likely remain one step ahead of your competition.
Myth #6
High website traffic is the key indicator of success
Would you rather have 10,000 people see your website that don’t buy anything or 100 that do? A targeted strategy that yields consistent results is the indicator for success in any marketing plan. The key is to stay in front of the people who are looking for your products or services. The only way you do that, is by understanding who your customers are and what they want. With the tools available for online marketing, finding out that information is easier today than it’s ever been in history.
There you have it; 6 common myths about online marketing. Are there others that you’ve encountered either as a marketer or as a business owner? Feel free to share them below.