Uncovered: Don’t Believe These Common Digital Marketing Lies
By Kat, 3 months ago (5 min read)
Having recently rewatched Ricky Gervais’s 2009 modern classic, The Invention Of Lying, it got me thinking about how we all lie to ourselves in some form or another on a daily basis – some of these are necessary and usually insignificant white lies, while other instances can simply be a reluctance to face the truth.
This thought can be applied to all walks of life, but, in today’s post, we’re going to be talking about some of the most common digital marketing lies we come across every day. From the notion that investing in a new website is enough to bring sales flooding in to the idea that SEO is ‘dead’, we’ll be exposing these ideas for the myths they are and setting the record straight.
“An all-singing, all-dancing website is enough to drive sales.”
There’s no denying that investing time and money into designing a great website that’s eye-catching, engaging and easy-to-use is an essential part of building a thriving online presence, but this presents the foundation on which your other digital marketing activity must be built. The website itself is highly unlikely to generate any organic traffic – let alone conversions – if no-one knows where they can find it.
Think about it this way: if you opened an amazing new coffee shop offering customers a truly unique experience, you wouldn’t simply expect people to come walking through the door. Yes, you may get the odd walk-in from passersby, but the vast majority of people wouldn’t have a clue unless you promoted your new store’s launch.
These same principles apply to your website. Firstly, you need to tell people where to find you. Secondly, you need to ensure you’re offering them fresh, compelling, informative content that adds value to their experience – establishing your brand as an authority on the given topic, and inspiring the kind of loyalty that leads to an active and engaged audience.
“SEO is ‘dead’ and no longer relevant.”
The debate rages on as to the role SEO has to play in the future of digital – and while ever-changing Google algorithm updates strike terror into the hearts of search engine optimisers, there’s no denying the art of SEO still very much has its place in 2020 (for all the brushstroke techniques may be continually changing).
Granted, traditional SEO tactics once used to manipulate Google and other search engines are becoming all but ineffective due to continual algorithm updates designed to provide users with more relevant and informative results related to their query – making it harder for brands to dominate in search for terms they previously ranked well for. What this has forced search engine optimisers to do is reevaluate once-effective techniques and work towards a more honest, value-focused, user-centric approach to SEO. This arm of digital marketing is as relevant as it has ever been – you’re just looking at a newer, more evolved incarnation of SEO that pushes us to take the long way round.
The reality is that SEO is changing, and, as a result, digital marketing strategies have to be adapted in order to continue to deliver a return on investment. It’s also important to realise that, in light of this ever-changing SEO landscape, a modern digital marketing strategy shouldn’t rest solely on these foundations. With paid advertising, email marketing, social media marketing and numerous other channels offering a viable traffic stream for just about any brand, the most effective digital strategy is a holistic strategy.
“We need to do what our competitors are doing.”
Having a firm handle on what your competitors are up to and, more importantly, what they’re doing well, is just good business sense. However, simply replicating their digital marketing techniques isn’t necessarily going to lead to the results you’d expect – especially if you’re competing head-to-head with high-street brands or household names, with budgets that are likely many times the size of yours.
Analysing competitor activity (where this information can be gleaned via search analytic tools or periodic website monitoring) to inform the decisions you make when crafting your digital strategy is a logical starting point, but any and all marketing activity should ultimately be tailored to your business – striving to help you gain an edge over the competition, rather than merely keeping pace.
In some rare cases, bucking the trend and doing something entirely different to that of your competitors can help you to stand apart in your sector, creating a buzz around your brand and giving you the all-important edge. Identifying your business’s unique selling points and niche audiences can also help you to refine your strategy and increase brand awareness where it counts.
“Negative comments are always bad for business.”
Admittedly, no business wants bad press tarnishing their reputation – but receiving negative reviews of your product or service, or less than favourable comments on a blog post, doesn’t have to be a cause for concern. The adage that ‘there’s no such thing as bad publicity’ can be true, if you handle negative feedback in the right way.
With 93% of consumers using online reviews to influence their purchases, it’s clear to see reviews play an important part in the customer journey – helping them to decide whether or not a certain brand is deserving of their trust. The truth is that you can’t control what people say about you. This is where some brands get themselves into trouble, trying to delete negative comments or reacting in an incendiary way that simply fuels the fire – needless to say, this often does more harm than good.
A far more effective approach to bad comments is to acknowledge them honestly and engage with the user where possible to try and resolve the situation – and hopefully change their viewpoint. All of your customers’ grievances are valid, because no two people have precisely the same criteria by which they judge a product or service – so, instead of shying away from the bad stuff, why not own it instead?
In the continually changing landscape of online marketing, it can be tough for businesses to know what’s fact and what’s fiction – but hopefully this will have gone some way to quashing some of the most common digital marketing myths.
Of course, if you want to know more about how to approach your business’s digital marketing strategy, we’re on hand to help – get in touch with our expert team today. Whether you’re looking to boost click-through rates through expertly optimised metadata or create killer content your audience won’t be able to resist, we relish the chance to create an integrated digital marketing strategy that delivers meaningful results.