Digital marketing is such a broad discipline with so many channels that people who are new to it often have misconceptions about how it works.  Here are 5 we want to clarify so you can avoid frustration and get off to a better start with your marketing.

 

#1.  Marketing Services Have a Fixed Cost

It’s really common for new businesses to come to us wondering how much our services cost.  Their misconception is that we have a program they can subscribe to that works something like cable TV.  There are a few set services, they cost a certain amount, and that’s it.

We explain that marketing is more like investing.  Every business is different depending on their vertical, competition, and goals.  You invest what’s necessary to reach your audience and match up against your competition.

What you invest is not static.  If the competitive landscape changes or new technology develops, you may have to pivot.

At this point, digital marketing has almost nothing in common with the old print Yellow Pages, where you did subscribe and pay a set fee.  Analyze what you need and invest accordingly.

 

#2.  You Can Get Away With Knowing Nothing About Digital Marketing

As a business owner, it helps to understand the basics of website design, search marketing, and social media.

This doesn’t mean you have to be an expert, nor does it mean you need to know how to execute every tactic.

But it helps to have a basic knowledge of the digital marketing world so you can understand the strategy behind your marketing.

We often get business owners who come to us confused and admittedly ignorant about how digital marketing works.  Their hope is that they can simply turn the whole thing over to us and forget about it.  They just want to run their business.

But these businesses are harder for us to market because we get no input from the business itself.  They can’t assist us with regard to their target audience, business concept, or basic strategy.  Or worse, they try to guide us but have no idea what they’re doing.

It’s amazing what just a nominal understanding will do to help your digital marketing.  Follow a few digital marketing blogs and get familiar with the main platforms.  Start personal Facebook and LinkedIn accounts so you know what it’s like as a user.  Check out your competitor’s websites and take note of your experiences as an online consumer.

You hire Marketing 360® to do the heavy lifting, and that service is invaluable.  We’ll consult on strategy, organize tactics, and execute the work.

But stay informed enough that you can at least understand what we’re doing for you and offer helpful input when needed.  Digital marketing is just too important for you to be totally in the dark.

 

#3.  It’s Worth It to Micromanage Marketing

This problem is the total opposite of problem #2.  The micro-manager.

In this case, the business owner can’t let go and delegate.   They feel they have to be part of every decision, and they often overplay how much they know about digital marketing.

If you’re running a business and you need to outsource marketing work, trust the professionals you hire.  You’ll run yourself ragged trying to keep up with every bit of work, wasting everyone’s time.

Maintain a balance between these issues.  If you’re so out of touch with technology that you struggle with email and think Facebook is for kids, the digital marketing space will frustrate you.  But don’t try to micromanage your campaigns as a novice.  Hire the right pros and give them the reigns.

 

#4.  Digital Marketing is Set and Forget

This misconception often runs hand-in-hand with #1.   People set up a website and PPC campaign, then just let things go – for years.

Digital marketing is a dynamic discipline.  Technology changes so rapidly that everyone deals with a certain amount of uncertainty.

One of the important roles Marketing 360® has is to help our clients keep up with digital marketing as it evolves.  We have our ear to the ground so we can inform you about new options that will work for your business.

If you think you can just hire a service, set up basic collateral then let it go without any work or changes, you’re kidding yourself.

We’ve had clients coming to us wondering why their marketing performance stinks.  We look at their website and see they haven’t updated it since Bill Clinton was President.  We don’t have to look any further.

Instead of lagging, use technology and talent to stay ahead of the curve.  The competitive advantage of being a step ahead of digital trends can be huge.

 

#5.  You Can’t Compete With the Big Boys

This is a misconception we love to turn on its head.

Many people have cool business ideas and want to try their hand at entrepreneurship, but they worry they can’t compete with the dominant corporate brands.

They think Amazon has already cornered every market, and Wal-Mart has the rest.  Uber and Airbnb took the cool service ideas.  Zillow owns real estate, Legal Zoom online law, Zappos online shoes…etc.

At Marketing 360® we are witnessing the exact opposite.  As online commerce becomes more popular, people are expanding their shopping to niche sites and local businesses.  Instead of everyone thinking they have to shop on Amazon exclusively, their positive experience there is carrying over to online shopping in general.

People love the massive variety of things they can find online.  If you want a particular style, an unusual gift, and quirky choice that fits you as an individual, you can find it.

If you run a professional, trustworthy business that has great customer service and keeps its promises, word will get out.  You’ll get positive reviews and earn loyal, repeat customers.

The convenience of online shopping, the power of digital advertising and the reality of mobile connectivity are moving in one direction.  People will continue to engage on digital.  It’s where they’ll shop and do business.

We’re just at the beginning.  You haven’t missed your opportunity.

Now is the time.  Take your idea and run with it.