Myths or Excuses

August 18, 2013

Most business owners would agree… an online marketing solution is the way to go when it comes to reaching a wider audience, inspiring positive action and generating new opportunities.

Yet, most marketing managers point to Internet solutions as being too complicated or too costly. But regardless of the excuse(s): an integrated marketing solution can really benefit a business’s bottom-line.

Myth 1: My target market is older, therefore social media won’t work
According to a late 2012 survey by the Pew Research Center’s Internet & American Life Project, 52% of online boomers and 32% of online seniors are using social networking sites, the most popular being Facebook at 57% and 35% respectively. Don’t miss out on the opportunity to connect and build relationships with those who just may be waiting to find your business through social media.

Myth 2: A mobile Website isn’t necessary for small businesses
If your Website doesn’t support a mobile visitor, you will lose many opportunities to be seen by your ideal client. With the adoption of smartphones and tablets continuing to increase, a mobile responsive Website and in general, mobile marketing is very important to small businesses, especially for businesses with a physical location. Responsive Websites enable small businesses to deploy one Website that responds to all devices, whether your visitor is on a browser, smartphone or tablet. This lowers your cost because you don’t need two Websites and creates a better user experience for all users.

Myth 3: Email marketing is no longer effective
Building your own in-house email list and providing a focused and well executed email marketing campaign is still very effective, especially when integrated into your content marketing activities. Learn how to create and deliver quality subject lines, effective calls to action and niche specific content right to your prospects’ inbox. Email marketing can enhance your relationship with your subscribers and drive your revenue.

Myth 4: My nephew can build my Website
Your Website is the foundation for all of your inbound marketing activities and it needs to be created as a marketing tool and not the technology project. You certainly can create a professional WordPress Website by using a premium theme, adding your logo, determining your color palette and writing quality content. But understanding best practices around content organization and user experience is critical to making sure your visitors find what they are looking for. By all means, if you can technically create your own Website, do so. But invest in a marketing person to critique the site layout, content organization, on-page optimization, your call to action and landing pages.

Myth 5: Messages need to be changed often, otherwise your marketing gets old
Consistency and repetition is marketing’s best friend. Just when you are bored to tears with your marketing message or marketing campaign is when your messages may resonate with your target audience. Changing your message, brand or marketing campaign for the sake of change is a waste.

Myth 6: Marketing is Advertising
Marketing is about educating your target market about your products and services and why they should buy from you. The medium you use to communicate these messages to your target market could include advertising, but for most small businesses, the cost of traditional advertising outweighs the value. Online advertising is more cost effective, but whether you use advertising in your marketing mix to reach your ideal client will be specific to your business.

Myth 7: Inbound and social media marketing is free
Although it is true that you can create your Web presence for little to no money, inbound and social media marketing do require extensive resources – people and time – to be successful. Inbound marketing requires the creation of quality, relevant content and being present on the social networking sites to build relationships. Blogging, monitoring your reputation and sharing content, creating and optimizing your profiles, responding to posts and comments all take time. And although inbound marketing is time consuming, it is worth every minute you put into it.


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