Most organizations realize that digital and mobile outreach can be very effective. However, many assume success requires a large marketing department and budget. They often ask us if digital marketing is right for them. Our answer is simple: YES!
Here are a few myths (busted) to get you focused on creating your digital media plan today:
Myth #1: Digital Marketing is just for large businesses.
This is the number one digital marketing myth, busted by every metric in the book. Digital marketing is actually the Great Equalizer, leveling the playing field by allowing you to compete by exposing you to a wider audience on a much smaller advertising budget. When managed effectively, it provides businesses control over where and how money is spent. When you have real-time analytics to support decisions, you make smarter ones. (And you make them faster.)
Digital marketing allows immediate feedback to determine who is reacting to your marketing, which messaging is resonating the most, best times to reach your target audience and more. This information allows you to adjust your flight dates, creative mix, targeting identifiers and more to ensure that your campaign is performing to its highest potential.
Myth #2: It’s just social media and you don’t need a strategy for that.
Too often, businesses assume they can manage their digital footprint the same way they manage their personal social channels...no strategy in place, posting and engaging when it’s top of mind, engaging on a whim. And, although sharing a random photo from your child’s first birthday for Aunt Mary is fine, a business must be more strategic in its digital efforts.
Online shopping and browsing aside, social media is where internet users spend a large chunk of their time. (Over two hours a day for the average person!) You must define strategic goals for what you would like to achieve in terms of not only gaining new customers, but also developing a deeper relationship with the ones you already have now. This requires discipline—clearly defining your objectives and then measuring progress against hard analytics.
Myth #3: It’s only successful if it drives HUGE website traffic.
Not true. Digital marketing is all about targeting quality, not quantity. You want to attract the right kind of visitor, not the extended family. Ideal for niche audiences, digital marketing allows companies to focus on high-value prospects. It allows you to hyper-target your outreach to audiences with very specific behaviors, interests, location and other unique identifiers. Highly targeted = less waste.
Myth #4: SEO is not important.
Search Engine Optimization. Too many businesses believe they don’t need to keep up with it because digital ads and social media advertising will generate ample traffic all by themselves. In fact, two-thirds of all online experiences begin with a search engine. So in order to drive more organic search results, you need to prioritize SEO.
Myth #5: You must target every social media platform.
Actually, not even close. Nine times out of ten, fewer/better platforms drive optimum results. Each platform has its strengths and weaknesses that bring unique value to your digital marketing strategy. For example, if you are a B2B company with limited resources , consider focusing on LinkedIn, a site for business professionals, vs. Pinterest, which focuses on image sharing. Ultimately, choose a platform (or mix) appropriate to your defined objectives. Then analyze and adapt as your campaign develops.
If you’re looking to create a digital marketing strategy or ways to take your current digital marketing efforts to the next level, let’s chat!
Rachelle Cullum, Director of Client Engagement
rcullum@lomamedia.com
Amy Gomoll, Media Strategist
agomoll@lomamedia.com
