Digital marketing encompasses all of the different marketing techniques that take place online. It can include any of the following, and more:
- Websites/Landing pages
- Social media marketing (SMM)
- Inbound marketing
- Content marketing
- Email marketing
- Pay-Per-Click (PPC)
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Affiliate & Influencer marketing
There are all kinds of digital marketing companies and experts, critics and avid fans, so there is a lot of information (and misinformation) out there. Here are 6 common misconceptions about digital marketing.
1) Digital marketing is best suited for large businesses.
A major goal of digital marketing is to increase brand awareness and grow a business. Most small businesses have big aspirations- they’d like to become more well-known with strong desires to find and help their ideal customers. Digital marketing creates opportunities for small businesses that may not be possible with an offline-only presence.
Digital marketing allows you to reach potential customers both far and wide. Many successful small businesses have used digital marketing to grow and scale on a global level even without having a physical location. Moreover, social media provides a means to highlight important information and allows you to have one-on-one or one-to-many conversations, often without any money spent. It’s one of the more cost-effective ways to spread the word about the good work your company is doing. In many ways, it provides an equal opportunity to businesses of all shapes and sizes. You can start small and as you start seeing results, increase the time and money you put into it to increase your returns.
2) Digital marketing doesn’t need to play a part in company-wide goals.
Whatever your larger sales and company goals are, digital marketing should be a part of it. That is to say, it should be included in your overarching company strategy, aligned with your goals, brand, and vision from top to bottom. Sometimes marketing as a whole (not just digital) is put into a corner left to fend for itself. However, we know from experience that the most successful programs are aligned with the rest of the company and aimed at the same goals. Learn more about how you can align sales and marketing here.
3) Digital marketing is basically just creating a website.
If you spend time creating a stunning, interactive website and don’t do anything to promote it, how will people possibly find it? There are thousands of new websites popping up every single day; digital marketing is how you drive traffic to your website.
SEM/SEO paired with a solid content strategy, if done right, allow your information to be found when people are searching for what you offer. Once people actually reach your website, digital marketing efforts will continue to motivate people into a purchase or bottom of funnel action such as submitting a contact form.
4) It’s too difficult to measure and track digital marketing’s ROI.
There are hundreds of affordable and easy to use tools and methods to track and measure your digital marketing efforts. Many of these platforms are essentially plug-and-play and can be implemented without tech expertise. Even if you need to pull in IT, tracking clicks, conversion rates, site traffic, etc. is far easier than tracking the effectiveness of a radio ad, for instance.
No matter the method or tool utilized, one of the most important things is to be organized in the beginning and set definitive goals for your different digital marketing efforts. If you start with a SMART goal in mind including specific factors that point to success, along with a timeframe for when to evaluate, that starts you off on the right foot to track how things have gone since the beginning.
5) Once digital marketing is set, you can forget it.
One of the most exciting and potentially difficult things about digital marketing is the fact that it is constantly evolving and shifting. What was once converting yesterday may not work tomorrow. For instance, short video content (15-45 seconds) was all the rage, but now 1:30-3 minute videos seem to be consumer preference.
The constant change in the field means that you will need to keep your information and methods up to date or risk falling behind and getting lost in the shuffle. Another example is how Google updates its search algorithms continually. They won’t disclose what is actually included in the algorithm, but we do know that their algorithm values fresh, new information including info on your blogs and websites.
If you don’t have the time or desire to keep up with digital marketing methods or maintain fresh, new information, there are many effective digital marketing companies dedicated to doing that work for you.
One of the greatest things about digital marketing is it’s different for every company and even every initiative. Your company and offerings are as unique as your customers, and the best way to find what works for how to reach them is through trial and error.
Here at Lake One, we believe in progress over perfection. So, don’t be afraid to try new things, keep track of what you’ve tried, and the results of those efforts. Put more effort into utilizing the methods that work well and simply let go of the things that don’t.