Some digital marketing myths are more tenacious than others. Likewise, some can lead you down entirely the wrong path if you make the mistake of buying into them.
Hence, it’s important to take the time to occasionally revisit these untruths. If you’re looking to steer your marketing strategy in the right direction this year, steer clear of the following red herrings at all costs:
- More Traffic = More Money
On one hand, you could argue that more traffic can equal more money. On the other, there are no guarantees it will. And if you focus exclusively on traffic, you’re on a slippery slope to poor performance. These days, it’s far more important to focus on the overall customer experience and the quality of the traffic you attract. Quantity alone just isn’t enough to cut it from a 2020 perspective.
- Ads with Broad Appeal Are Best
Attempting to create ads with the broadest possible appeal is the classic case of casting your net too widely. You’ll probably reach a whole bunch of people, but what’s the point if it doesn’t hook a single recipient? The broader the appeal of a message, the less intense its appeal for each individual recipient. Broad = diluted – not a good strategy for a digital campaign. Instead, it’s far better to focus on those you know you can reel in with the most engaging messages you can create.
- Email Marketing is Losing its Lustre
If anything, the exact opposite is true. Not only is email marketing not dead, it’s performing on a level that exceeds most comparable digital platforms. Incredibly, a well-planned email marketing strategy can be up to 40X more powerful than a comparable Facebook strategy. On average, every $1 invested in a quality email campaign generates 38% in revenues (according to the DMA). Whichever way you look at it, that’s a pretty unbeatable ROI.
- One Outstanding Ad and You’re Good
Not true, as even the best ads (and complete strategies) quickly stagnate if left to their own devices. Irrespective of how well your ad or your campaign performs at first, you can’t count on it to last. It’s like SEO and general website maintenance – an ongoing requirement you cannot address once and then ignore. It’s when businesses get complacent that things go terribly wrong. Or at least, opportunities for further capitalisation are lost. Never rest on your laurels, even if you’re 100% convinced you’ve come up with the ad of the century.
- Quality Content is Everything
The whole ‘content is king’ argument is becoming increasingly cliché, though still holds at least some truth. It’s just that if you focus solely on quality content, you stand to do your site’s SEO performance and general appeal a disservice. No single contributor to a wider branding, marketing and SEO strategy is ‘everything’ – not even outstanding content. You won’t get far without quality content, but the same also applies to site speed, navigation, backlinks and so on.
- It’s All About the Keywords
Last but not least, keywords fall within the same bracket as quality content. You need them, but they’re not the be all and end all. For the foreseeable future at least, keywords will continue to play a major role in both the SERP rankings and general visibility online. It’s just that they’re now one of hundreds of ranking factors taken into account by the major search engines – not the ranking factor or supreme importance. For an SEO strategy to succeed, keywords and keyword phrases must be considered as just one component of a broad and multidimensional program.
For more information or to discuss any aspect of digital marketing in more detail, contact a member of the team at Pivotal anytime.