5 Common Digital Marketing Myths–Busted!
With the rate of change and innovation in the online marketing space, it can be tricky figuring out what’s fact versus fiction.
From consumer behavior to digital capabilities, what may have been true in the past might not hold up in today’s digital marketing world. Or maybe what helps convert a particular audience won’t apply to others.
That’s why it’s important to peel back the layers of common beliefs to uncover what’s fact versus what’s simply a myth.
Otherwise, you’ll be prone to setting your digital marketing efforts up for failure.
In this post, we’re busting five common digital marketing myths wide open.
Read on to gain the clarity your company and strategy need…
Digital Marketing Myth #1: Digital marketing is only successful with a large amount of web traffic.
With so much emphasis on data and analytics, it’s easy to assume that digital marketing is only worth investing in if it generates a ton of web traffic to your site.
But when it comes down to it, what you want is quality over quantity.
Quality traffic will include visitors who are more likely to be your target audience, closer to the point of sale, and, therefore, more likely to convert.
You may see a high volume of site and page visits, but if the visitors aren’t highly targeted and likely to convert, you may as well have no traffic at all.
Instead of placing emphasis on increasing site visits, look at metrics such as…
- New Sessions: The number of new sessions reveals how much of your traffic is comprised of new visitors versus repeat visitors. As Forbes shares, “It’s a good metric to understand because it tells you whether your site is sticky enough to encourage repeat customers as well as how effective your outreach efforts are.”
- Bounce Rate: A bounce rate is the percentage of visitors that leave your website before exploring it further. If your bounce rate is high, it means your site isn’t engaging enough to encourage people to stay and potentially convert.
- Average Time on Page: The longer people spend on your web pages consuming your content, the better. If you notice visitors leaving your site soon after arriving–that means there’s a problem worth looking into.
- Total Conversions: According to Forbes, this metric is “one of the most important metrics for measuring the profitability of your overall marketing efforts.” At the end of the day, if you have a lot of traffic but no conversions, you need to shift your strategy.
Digital Marketing Myth #2: Any content is good content.
There’s no disputing that content marketing can be an effective method to generate leads and convert prospects into customers. There’s a reason why the phrase “content is king” is so often thrown around in the business marketing world.
However, content marketing is not simply a matter of haphazardly creating a company blog, posting on social media channels, or initiating email marketing campaigns.
Google’s algorithm is savvy enough to recognize when you’ve just thrown a bunch of articles up on a blog for the sake of cranking out content. You don’t want to compromise your SEO rankings for the sake of simply “having content.”
Content needs to be optimized for success–meaning the strategy and quality of the work need to be thoughtfully crafted. Though people say “content is king,” what they should really be saying is “quality content is king.”
A few markers of good content include…
- It delivers value for the intended audience: People are more likely to move further down the sales pipeline if they connect with your content and find it useful. That’s why it’s important to know whom you’re speaking to. Take the time to understand your target audience’s biggest problems and desires.
- It uses the right tone: Whether it be playful and informative or inspiring and witty, the tone will influence whether your audience gravitates to your content or not.
- It’s original: Copying other content is sure to affect your Google rankings. Therefore, make sure your content is unique, original, and cites sources when appropriate.
- It’s optimized for SEO: From understanding how to identify and use keywords to using visual aids, there are a variety of factors that influence SEO. Take the time to understand what affects SEO, and apply it to your content.
- It’s actionable: Content without explicit calls to action is like proposing without actually asking “Will you marry me?” Make sure you direct your prospects to take action–whether it be registering for a webinar or making a purchase.
Digital Marketing Myth #3: All 3rd-party email is spam.
When used properly, 3rd-party email delivers exceptional ROI, and many marketers don’t even realize it’s something they can do.
Targeted consumer email marketing is an effective prospecting and acquisition tool for recognized brands with a hefty budget. It’s not the best channel for something highly complex or unknown. To test properly, a budget of $10-20K is good.
Your campaign email deploys from the servers of the email data provider, not your DSP or CRM. Reputable email marketing companies offer targeted email campaigns to their CAN-Spam compliant list of opt-in subscribers.
These files are huge (200MM to 300MM names) and often overlaid with deep data attributes which give you loads of choice in finding the right segment.
Email data providers work hard to ensure your message reaches the inbox and that targeted recipients are responsive. It’s in their business DNA for you to be successful–they want you to order again and again.
And, if done correctly, it works. With a minimum 3X drop and a 50K segment, you can budget on 10-15% opens and 1-2% clicks to your landing page. Frequency and reach are imperative in email, and that’s why you need a little more budget to test. Don’t cut either if you want your ROI.
Some agencies can provide matchback files and hashed email for retargeting in social and email newsletters. And data shows customers who are acquired through email as a channel spend more over time than those acquired through other channels.
3rd-party email is like a secret weapon you can add to your quiver. Let everyone else just think it’s spam.
Digital Marketing Myth #4: Digital marketing is a “set it and forget it system.”
Though it would be nice to simply automate digital marketing to the point that you can “set it and forget it,” that’s almost never the case.
Your strategies and campaigns need to shift and adapt depending on factors such as time of year, product offerings, inventory, revenue goals, consumer trends, and more.
The most successful businesses are constantly monitoring these various factors for improvement and making changes to improve their digital marketing efforts.
Digital Marketing Myth #5: Measuring marketing ROI is simple and easy.
Understanding whether your marketing dollars are being put to good use is easy, right?
Not so fast.
Businesses who attempt to track and measure their marketing ROI often quickly realize it’s not as simple as glancing at a Google Analytics dashboard from time to time.
Digital marketing includes a wide variety of channels and strategies, and taking the time to compile, synthesize, and draw conclusions from the data can be a more advanced task than expected.
That’s why it’s essential to work with experienced analysts and strategists who can interpret the data and share how to optimize a digital marketing strategy accordingly.
Now that we’ve provided clarity on what’s fact and what’s fiction, it’s time to adapt your digital marketing strategies accordingly.
As a digital marketing company, D3 has a deep understanding of the tools, data, and strategies needed to amplify your message and offerings.
Need help running the numbers or improving your results? Contact us today to speak with one of our digital marketing specialists.
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