11 Myths About Online Marketing

Having an internet presence is necessary for all businesses today, from the smallest shop to the biggest multinationals. But there are common myths that can make starting online marketing seem overwhelming. In startups already struggling with budget, business owners may even wrongly conclude that online marketing is not really worth the investment of time and money. That is a mistake that can seriously impede a business from realizing its growth goals in today’s digitally-driven consumer market. Fortunately, there are ways that entrepreneurs in the portable restroom rental business can avoid the kinds of mistakes that can lead to the problems that have lent to the myths.
What Online Marketing Evolution Means to Small Business
To be fair, some myths may have been somewhat more valid in the past, but are now long outdated information. Seeing past myths about online marketing is essential to the success of today’s growing companies. Still, unwarranted fears sometimes hold back business owners from taking the right steps to establish their online marketing. This means they’re not competing where they can most readily connect with their prospective and current customers.
An internet presence is necessary for all modern businesses, from the small Main Street shop to the global chain. With almost any commercial growth phenomenon, there are early systemic challenges. In the case of the explosion of online sales and marketing over the past 14 years, one problem has been in the area of educating smaller businesses to utilize abundantly available digital tools. But, today, more and more startup entrepreneurs are maximizing profitability by getting past web marketing myths and taking full advantage of this essential marketing resource.
The Most Common Myths About Online Marketing
Knowing how to protect and make the most of your investment in your online marketing program will allow you to reap the benefits from online marketing. Those benefits should far outweigh the concerns about risks involved in marketing your business online. Find out what you need to do to avoid the kinds of potential stumbling blocks in marketing campaigns and programs online that have led to false beliefs such as these:
1. Websites need continuous updating.
There’s a more general marketing myth that continuous change is necessary. While it won’t work well to assume that creative work on your site is a one-time need, there’s also no reason to change your business’s image if the one you have is serving you well. So, do routinely test for indicators of need for changes on your site. But, don’t make changes in order to adhere to the false principle that there is a need for constant change.
Routinely test upgrades, analyze results to help determine possible needs for improvements, and use insights gained to help build solutions. Don’t hold out for creative perfection, because thinking you can achieve it is another kind of myth. Just create something good, and use it to start gathering response data to help you observe and be responsive to trends.
2. Driving traffic requires non-stop blogging.
The myth of need for constant blogging can lead business owners to push themselves to the point of fatigue and can even dull their passion for their own businesses. Just set a schedule for your blogging that makes sense for a busy person, based on the kind of business you’re in and the actual amount of your income that you can directly attribute to the blog. Be reliable for your readers — publish on time, and don’t skip publication dates. If it feels too grueling to keep outputting content, change your strategy.
Fortunately, because of the organic nature and rapid pace of social, blog content is recyclable. Some readers miss a post’s original publication, others have forgotten what you wrote, others wish they had digested some of the information better. Some content is “evergreen,” which means it’s timeless, always relevant. Update the general perspective of a post for readers, add some new points of information, reassign shared links throughout the piece, and reformat it to further freshen it up.
3. SEO is not really necessary.
Your online marketing depends upon the effectiveness of your SEO (search engine optimization) efforts. Excellent creative design can’t work for you if it’s lost in the cyber-sphere, among countless other insufficiently supported hopefuls. Optimize your website’s design, architecture, network of organic links, keyword placement, meta-titles and descriptions, blog content, headers, and other SEO elements.
Focus on enhancing your users’ experience, to generate higher click-through and conversion rates. To maximize its effectiveness, SEO cannot be treated as merely a periodic investment. Search engine algorithms are perpetually changing, so make SEO a routine process. Don’t rely exclusively on SEO automation tools. They’re exceptionally helpful in their lane, but they cannot replace human intuition.
4. SEO is about volume, vs. driving highly-qualified lead traffic.
Many website owners wrongly understand SEO to be simply acquiring an abundance of links with sites and social pages of people who are referring other web users to their sites. Some even resort to using link directories to capture large numbers of links. However, recklessly linking with any and every linkable cyber entity, just because you can, does catch the attention of Google, but not in the good way that you might expect.
A website with a multitude of meaningless links can be expected to be dramatically reduced in the search engine rankings. The quality of links that enhance your site’s status with the search engine are organic backlinks with sites that have high rankings of their own, and/or that at least have sound relevance to your site. (Having the keywords in the text links is helpful too.)
5. SEM is a waste of money.
SEM (search engine marketing) is basic to building and maintaining your brand in today’s digitally-driven consumer market. SEM puts you in control of your brand’s search terms, which enables you to dominate the SERPs for those terms. It allows you to block competitors from taking over this critical area that is essential to your SEO effectiveness.
For businesses working on a budget, have your marketing specialist review data on your site’s previous traffic, and target those again, by purchasing and applying head terms to just those visitors. As those visitors are more familiar with your brand, they’re comparatively good prospects for becoming your new customers.
6. Paid social ads are just regular advertising.
People using social media want to interact with other people. A social platform is not meant as ad space, per se. So, don’t use your social page to make sales presentations. Use it as an opportunity to engage with your readers in a more social way. People will interact with you in a more positive way in a social communications space that is designated for that particular kind of engagement.
Offer posts on topics of interest to your readers. Offer some point that will amuse, inform, educate, inspire them, and maybe will stimulate conversation. According to the PEW Research Center (2019) “seven in ten adults (69%)” are Facebook users. They’ve come to the social space to engage on a more social level. So, you’re in the right place to have genuine dialogue with your audience.
7. Facebook page replaces the need for a website.
For all of its abundant opportunities and spectacular ROI, social media cannot serve as a replacement for a business’s well-designed website. The website is the company’s digital store. Prospects and current customers must be able to go over to your site and purchase your products and services there. Your website needs to look sharp, function smoothly, be easy to navigate, have unbroken internal links and external links (if applicable).
Your site needs to contain all the operations needed to obtain information and execute transactions. If a website’s maintenance is poor, it will generate low SEO rankings. The company’s credibility will predictably be impacted, as customers discover the site is being maintained in an unprofessional way. Social media marketing is a modern marketing essential, but having a strong website is the first requirement for a business’s success in marketing online.
8. Social media marketing is cost-free.
It’s true that there is no charge for using free social platforms. But, of course, maintaining an active presence means you’re using resources for creative and for user engagement. To increase your volume of leads from social requires applying additional resources, just as with any other kind of marketing. Fortunately, social media marketing costs per lead are relatively low. Social also yields a relatively high number of leads.
Facebook alone has a billion active users! Google+ has 100 million users. Approximately 74% of U.S. users report that they use the site daily. (PEW June, 2019) Other popular platforms, including Twitter, LinkedIn, Instagram, and others have their own large numbers of users. Altogether, a staggering 70% of internet users spend time on social platforms, according to the PEW Research Center (April 2019). So, your company’s customers are likely to be users of one of these social networks. Therefore, while social marketing is not free, the numbers make it clear enough that, when implemented appropriately, the media should be expected to deliver substantial returns.
9. Social is top of funnel only.
Advancements in data utilization tools for targeting, monitoring ad venues, and targeting on Facebook and other social platforms have enabled direct-response tracking. These resources, as well as analytics, automation, and other state-of-the-art web marketing have made social media the world’s most productive source of new and repeat sales for many businesses. Using the warm, social quality of messaging is especially appealing to today’s consumers, who prefer more genuine relationships with the companies they choose to do business with.
Social engagement also gives your business the opportunity to be where your customers and prospects are spending time. There, you can offer knowledge as an authority in your field, provide instruction, welcome opportunities to help with issues, and use what is learned from complaints to make necessary product and service improvements. You can also be there to employ a proper process for dealing with an inconsolable customer. Engagement on social media promotes a brand, attracts leads, and provides a quality space for staying in front of current customers.
10. Social only works in certain industries.
It’s a serious mistake to assume that social marketing can only be effective in certain industries, and that those are all B2C. The majority of industries do well to engage their prospects and current customers through social channels. Start by identifying the social channels that are most fitting with the kinds of products and services that your company offers.
Your business type may not fit well into an Instagram social marketing model, but it may be well-suited for use of Facebook, and/or Twitter, or Google+. For virtually any type of enterprise, including portable restroom rental providers and most other businesses that operate under B2B marketing and sales models, there are social marketing options that can deliver substantial returns on investment.
11. Other types of marketing still work better than online.
There are few, if any, marketing venues that offer the value that social media provides for businesses to reach such a broad audience or to build customer loyalty. Developing a few straightforward skills in social media management will prevent risk of spending excessive time maintaining your social marketing program. A modest online following can mean additional revenues and referral sales for your business.
Avoid overtly self-promoting on social pages in the same way you would market your business using conventional marketing vehicles. Provide a profile that helps readers relate to you on a human level. Access your social accounts routinely, and respond to people within a reasonable timeframe. Use closed-loop reporting software to track traffic driven to your site from social media sources as well as the totals of leads and conversions generated by them for your business.
Move Past Myths and Bring Your Business Online.
Watch out for online marketing performance reports that are based on insufficiently, or inappropriately analyzed data. These can produce information that takes key data out of context and causes serious misinterpretations that can lead to wrong decisions about your actual need to bring your business marketing program online. That’s an unfortunate direction that is sure to negatively impact your company’s profit margins and growth.
Some digital marketing myths may have had some merit in the early days of the web, but those are long-resolved as real causes for digital marketing concerns. A good place to start your online marketing endeavor is in taking time to do a little research on myths about online marketing. When you do get your online marketing program in place, keep up to date on changing trends in business marketing, and adapt your marketing plans, to enable your portable restroom business to continue to compete optimally online.
Source
https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/
https://www.pewinternet.org/fact-sheet/social-media/

No comments yet... Be the first to leave a reply!