Myths in Online Marketing
October 10th, 2014

Myths in Online Marketing

by Ashley Bullin

As a full-service digital marketing agency, we’ve heard all the rumors. Clients come to us with over-generalized marketing statements and assumptions based on pieces of articles they’ve read, or conversations they’ve had with their friends and colleagues. The truth is, not every marketing tactic may be the best fit for a business. But that doesn’t mean certain tactics won’t work at all! Or that other tactics will, for that matter. We’re here to set the record straight. Read on to find out some of the most common online marketing myths, and why you can discount the rumors.

SEO is Dead

Despite this trending topic, search engine optimization (SEO) is NOT dead! The tactics have just evolved over time, as most do. Remember back when agencies recommended overkill of keyword-stuffing content on your site and buying tons of links [oftentimes on spammy sites]? Well now the focus is on quality, not quantity. Search engines like Google have gotten smart, and it’s about time in our opinion! Instead of including so many keywords in copy that it doesn’t even make sense, copywriters should write genuinely good content that incorporates relevant keywords where applicable. Paying for links on low quality websites is not a sustainable strategy anymore. Quality content shared on the appropriate channels at peak times will be read and shared, thus providing links back to your site, because it’s legitimately helpful and informative.

There are many additional SEO best practices you can incorporate into your copywriting strategy in order to get to the top of search engine results pages. There is, after all, a reason why some sites rank higher than others—and once you click on the site, it’s fairly easy to understand why.

Social Media Won’t Help My Business

When people hear the term “social media,” they often think of teenagers and 20-somethings as the only people who actually use it. Or maybe they’ve heard a statement about a certain social network regarding the audience drawn to it, and they’ve formed an opinion that their target audience isn’t there. But the fact is that the number of social media users is growing every day, on a very wide population spectrum. Did you know that senior citizens are the most rapidly growing audience on Facebook? Or, perhaps, that the majority of Instagram users are male? How about the fact that Saturdays are prime time when it comes to engaging with travel-related content on Pinterest? Without a doubt, a well-planned social media strategy can only improve your business—no matter what your industry is. By identifying your target audience, creating and sharing content that appeals to them, tailoring your voice to reach them and regularly engaging with them on the best social media platforms for your business—you’re cultivating new business relationships. And you’re probably reaching new leads you could have never identified if not for social media, much less reach out to via phone calls, emails or face-to-face meetings.

Online Marketing is a One-Time Effort

You’ve just spent thousands of dollars on a brand new website. It looks fantastic; the site features impeccable graphics, strong calls to action and great content. So, you’re done, right? If you simply build it, they will come. Unfortunately it’s not that easy. Although you may have a killer website, it’s necessary to continue investing in online marketing efforts to actually get people to your new site. In order to attract users to your website, you must hone your marketing efforts on an on-going basis. Implement strategies incorporating content marketing, social media campaigns, pay-per-click advertising or other tactics to drive relevant traffic to your site and generate new leads. And expect these strategies to continually yield results over a long period of time.

The More Website Traffic, the Better

More traffic to your website generally sounds like a great thing, but it’s not always beneficial for your business. In order to attract relevant traffic, it’s imperative to optimize your website with high quality meta data and incorporate appropriate keywords into your content. The more relevant your site’s data is, the more relevant traffic you will acquire. Have you ever checked the bounce rate for your site in Google Analytics? If you’re experiencing a bounce rate between 60-70%, your site is missing the mark. Users are searching for terms and stumbling upon your website in search results, only to click on it and realize it’s not what they wanted at all. So they leave immediately and, as a result, your bounce rate increases. Sure, you’ve just gained another website session, but was it worth the cost? If the website traffic you’re receiving isn’t relevant and just results in a higher bounce rate, then it’s not helpful for your business. Focus on attracting quality traffic—those users that are searching for terms relevant for your business.

There are countless other myths related to digital marketing. So many, in fact, that business owners often brush off a worthwhile marketing tactic before even learning its true worth. Let a professional marketing agency guide you on how to best attract and retain customers in your marketplace. Sage Island has been in the business for over 17 years, and our team is sure to get you the ROI you’ve been waiting for.