With the explosion of so-called “digital gurus” and the ease with which just about anyone can start a blog, there are a lot of digital marketing tips online you should avoid.
It’s increasingly difficult for small business owners to separate the wheat from the chaff – but when it comes to your digital marketing, you can’t afford to make mistakes.
To help you understand how things work a little better, we’ve put together a short list of the top 5 digital marketing tips to avoid like the plague.
What makes these particular gems stand out from the rest is they contain a grain of truth… However, whether for malicious reasons or simply because most people don’t understand digital marketing, they’ve been taken too far.
1. You Need to Spend a Ton of Money (On Google and Facebook Ads) Before You Can Make Money
A lot of start-ups and small businesses eagerly head online for advice on how to market their products and/or services.
Many websites promote the idea of using Google and Facebook ads to do so, which is solid advice. However, where things go awry is when they advise spending a lot of money on such things. More money spent equals better returns, right?
It’s not that simple. In fact, the Association of National Advertisers says only 25% of that money actually reaches people. Most of your target market are actively ignoring ads.
Does this mean you should give up on ads entirely? Also no. Check out our resource on SEO vs PPC: What’s Best for Small Businesses? for more information.
2. Don’t Bother With Targeted Advertising
One natural conclusion many people draw from the fact most of us tend to subconsciously (or even actively) ignore advertising is you shouldn’t bother with it at all. Or, if you do, you shouldn’t put any effort into re-targeting.
To be fair, re-targeting pixels can seem like an overly complex digital marketing concept for many. However, it’s actually very simple. And ignoring it will cost you a lot of business.
You see, the average person will visit a website 9 times before they make a purchase. So when so-called “digital marketing gurus” advise you to eschew targeted advertising to turn first-time users into repeat customers, they’re pulling the wool over your eyes.
Curious as to how re-targeting pixels work? Check out HubSpot’s A Beginner’s Guide to Retargeting Ads.
3. Keywords Are Dead, So Don’t Bother
For the past few years, the idea that keywords are dead has been doing the rounds online. Google is partially to blame, due to the Dynamic Search Ads (DSA) tool.
Even though keywords certainly aren’t as prominent in SEO anymore, failing to do any keyword research is a surefire way for your website to languish in a cobweb-ridden corner of the internet.
Looking for a bite-sized introduction to the best SEO practices? Check out our answer to What is Local SEO and Why Should I Care?
4. Just Focus on Attracting Traffic – Don’t Worry About Conversion Yet
When you’re starting out with a new website – and a blog you’re planning to monetize especially – attracting traffic is very important. You also don’t want to make the mistake of turning your blog posts into sale pitches either.
However, one particularly bad piece of advice takes caution a step too far by telling bloggers not to worry about conversion.
While your product or service should be able to speak for itself, ignoring conversion is a great way to leave your readers looking for more and turning to your competition to find it.
If you fail to convert your readers into customers, your business will fail. It’s as simple as that. Our post on 6 Blogging Tips for Small Businesses will help you find the sweet spot.
5. Focus on Content Creation and Worry About Promoting it Later
Creating and posting great content on your website is definitely a must – but you can’t just let it sit there, even if your SEO is primed to attract organic traffic.
One way to promote your content is through your email list. However, when you’re just starting out, you haven’t even started to build an email list – or it’s still very small. This is where social media comes in.
Take a look at our 4 Small Business Social Media Tips in 2019 to help you promote your content.
Still not sure how to draw the line between digital marketing tips to avoid and those to follow? Let Parrot Digital Marketing take care of it for you! Check out our list of services and request a free SEO consultation today.