There are many myths and legends surrounding marketing. Some say that it's a waste of time, others claim that it's the key to success. But which is true? And more importantly, how can you make sure you're making the most out of your marketing efforts?
To answer these questions, we first need to dispel some common marketing myths. So without further ado, let's take a look at some of the most common ones:
The Myth of: Marketing and Advertising being the same feat
Once upon a time, advertising was an art. Marketing was about creating a relationship with the consumer. They would use clever slogans and interesting visuals to draw people in. But then things changed. The industry became all about numbers and conversions. Consumers were no longer people, they were targets and the lingering question of marketing and advertising was, “What do these words really mean and what are their differentiators?”
To most people, they are one and the same. But to those in the know, marketing and advertising are two very different things.
Advertising is all about getting your name out there. It's about plastering your logo on every surface possible and shouting from the rooftops about how great your product is. Advertising is a company paying for space to promote a product or service (or a cause, if you're a nonprofit). The goal of advertising is to reach as many people as possible who are willing to pay for what a company sells. And it's been around for centuries.
Marketing, on the other hand, is all about creating a relationship with your customers. It's about understanding their needs and wants, and giving them what they need before they even know, they need it!
As a marketer, you know that customers are the lifeblood of any business. You also know that it's not always easy to keep them coming back for more. But what if there was a way to tap into their minds and understand what makes them tick?
Some believe that such knowledge is impossible - but not you. You're determined to find out what makes your customers love your brand, and you're not afraid to get creative in order to do so. After all, marketing is about connecting with people, and sometimes you have to think outside the box to do that.
The Myth of : Market to everyone because everyone is our customer
There was a time when your business thrived. People loved what you had to offer, and they came back again and again. But now, something has changed. Your great product no longer seems to appeal to everyone. In fact, some people seem downright repelled by it! What could have happened?
Some say that the Gods have turned against you, that they’ve cursed your business with a terrible fate! Others believe that there is simply something wrong with your product — but nobody can quite put their finger on it.
One thing is for sure: unless you figure out what went wrong, your business will surely die a slow death or, focus on what people want. Let's not be mythically dramatic once again…
People want brands who understand them, and can relate on an emotional level so they feel seen as individuals with investment opportunities in more than just products - rather than simply shouting out at potential buyers all day long about what's available.
The most effective marketers know their targets well enough (not only identify where they're from but also interactivity levels) — The best way to know what your customers want is by understanding how they work. Spend time researching their target audience and dive into psychographic information: What problems does a customer face? How do they relax, or what are some of the goals that will motivate them in this process (for example, becoming more productive).
The Myth of: Results from marketing campaigns need to happen at once to be victorious.
You know the saying, "it takes time to get to the top"? Well, that's definitely true when it comes to marketing. Sure, online ads may bring quick results but often they don't lead to reliable sustainable changes. That's why you need more than just social media posts or paid campaigns alone.
Of course, some disagree with this approach and believe that anything goes in the ever-changing digital world. But if you're looking for lasting success, then taking your time is essential. After all, the best things in life require patience - like marketing.
Patience is a virtue - and it's key to successful marketing!
The Myth of: Our content marketing can be anything we want to write down.
Jumping on trends can be tempting, but staying true and authentic is important. Mercedes Benz doesn't need a blog about the latest shoe craze; by creating content that has no bearing on their brand goals, you confuse and spook their followers. This can swiftly diminish their respect for established thought leadership or even backfire on SEO.
Think about what you do best and put your voice to use for your audience. Who is this for? What questions can they answer that no one else could? What keywords get people to your website and help sell products or services? Use these as a foundation for building content
The Myth of : Social media strategies aren’t key. The interns can maneuver!
When it comes to social media, many companies treat it as an afterthought. They don't put enough time or effort into their social media strategy and they wonder why their brand doesn't reach the same level of success as their competitors.
But what if I told you that social media is one of the most important aspects of your marketing strategy? What if I told you that not paying attention to your social media could lead to disaster for your brand?
It's true! Social media is a powerful tool that can help you reach new customers and connect with your current ones in ways never before possible. If you neglect it, you're doing yourself and your customers a disservice.
Social media tools are said to be a powerful way to interact directly with your audience. Despite their long existence, only a selected few know their true power. Only a few know the true secret of social media: using it as part of a larger content marketing strategy. And this is why those who do succeed far outshine their competitors.
The Myth of: Having a favored social media account, means “no website” needed
There once was a company that only marketed its products on social media. They had great success in terms of brand awareness and getting users to their website, but the ultimate goal was to get users off social media and onto their website. The company did this because they knew that websites provide powerful SEO tools that social media lacks, like geo-targeting in search and resources like Google My Business.
Investing in a website is not only good for your business, it's crucial to maintaining stability when faced with constantly changing social media algorithms.
You can't control what the algorithm does, but you do have a say in how your marketing messages are presented with an online presence.
The Myth of: Marketing plans take forever to be practical
There was a company that developed the most amazing marketing plans. They were always one step ahead of the competition, and their clients were always happy with the results. But no one knew how they did it.
Some said it was magic, others said it was a miracle. But the truth was, there was nothing magical or miraculous about it. It was just good planning and hard work.
As a business owner, you know that marketing is essential to your success. But what if there was a hidden resource, one that could help you take your marketing to the next level?
Legend has it that there is a secret society of marketers, ones who have mastered the art of marketing and achieved incredible results for their clients, over and over again. This secret society is known as inSegment. If you're interested in learning more about inSegment and its performance-based marketing, let's talk! Your business goals are worth a conversation.