Marketing in its many forms has been around for centuries, and it’s safe to say that things have changed. What was effective 20 years ago may no longer work for your company. We’ve sorted out three marketing myths some companies still practice to help improve your advertising efforts.

Myth: More Content = Better Content

Why: At the beginning of digital advertising, Google and Facebook’s algorithms valued the amount of content more than the content’s quality. However, when companies published a lot of low-quality content, customers began to distrust them. Once that happened, conversion rates plummeted, and some companies have struggled to adjust.

Instead: Now, algorithms focus on the value of one’s content, and a simple way to capitalize on that is search engine optimization (SEO). By incorporating industry keywords into your content, you’ll have more people viewing your work. These keywords change depending on the industry, so it’s important to research SEO best practices to attract the right audience.

Another tip is to make sure your content provides value to your readers. This doesn’t have to be informational value, but content for entertainment only can sometimes come off as tacky. Instead, making sure your content does something for your readers, such as answers a question or solves a problem, establishes trust and makes them come back for more.

Myth: I can market to everyone

Why: Simply put, not everyone is your target audience. Sure, you might have a couple of people from a wide variety of demographics, but the majority of your customers come from one demographic, and it’s up to you to cater to them. Trying to appeal to everyone who could possibly purchase your product is exhausting and expensive.

Instead: Before you begin marketing, analyze your customer data and identify any trends, such as gender, age and even what time of day they shop. Pair this with high-quality research about this demographic, and you have a solid start on how to run your next marketing campaign.

Myth: Email isn’t relevant anymore

Why: Social media has changed the way marketing is done, but it isn’t a one-size-fits-all solution. Certain demographics, such as baby boomers, hardly use it. While social media is an excellent tool, don’t eliminate email marketing from your strategy because of it.

Instead: Find a balance between platforms that works for your target demographic. If you’re trying to convince teenagers to buy the newest smartphone, then social media promotion is a smart choice. However, if you’re trying to increase customer retention, email marketing is a key investment. Additionally, emails can be used for multiple purposes, such as providing coupons, asking for donations, or building excitement for a product launch, so your audience doesn’t feel bombarded by product-based emails.

Here at Impact Marketing, it’s our job to sort out these marketing myths from facts. Give yourself peace of mind and set up a consultation meeting with us today at 319-232-4332 or at impactmt.com.

Sources:

https://www.deluxe.com/sbrc/marketing/5-marketing-myths-busted

https://www.singlegrain.com/blog-posts/content-marketing/10-content-marketing-myths-killing-conversions/

https://blog.hubspot.com/marketing/email-marketing-stats

https://blogs.constantcontact.com/benefits-of-email-marketing/