Don’t Get “Spooked” by Digital Marketing
If Christmas season is “the most wonderful time of the year,” then the run-up to Halloween is surely the spookiest, as eerie legends and frightful myths take center stage. But while tales of black cats and haunted houses may be harmless fun, there’s another kind of horror story that’s cause for concern. Falsehoods and misconceptions about digital marketing methods can scare you away from proven, time-tested strategies for success, doing real harm to your brand.
Let’s take a closer look at four of these “spooky superstitions” surrounding digital marketing…
“Email marketing isn’t effective – it’s just spam.”
Sure, there are a lot of unwanted emails out there, but categorizing all email marketing as merely “spam” is a big mistake. In fact, a 2015 consumer survey shows 72% say email is their preferred method for receiving information from businesses. So, if your emails are being deleted on sight, or you’re losing subscribers, it likely says more about your email strategy than about the medium itself. Avoid the dreaded “spam” label by providing valuable content tailored to your audience – deals and discounts, company news, re-purposed blog articles, and so on.
“You should never use stock photography.”
Stock photos get something of a bad rap. And to be fair, there are plenty of bad stock photos on the Web. But used correctly, stock photography can be a cost-effective, time-saving way to boost the effectiveness of social media posts and enhance website or email layouts with high-impact visuals. What people find so objectionable isn’t stock photos themselves, but those that look “fake” or lack proper context. The trick is to find photos that fit with your brand story, complement your content, and don’t come off as staged or inauthentic.
“Social media marketing can’t reach older audiences.”
Social media isn’t an emergent technology anymore – it’s an established part of the media firmament. And the image of older consumers as technological know-nothings is fast becoming an outdated stereotype. Seniors are increasingly likely to have home broadband access and are moving towards greater use of mobile devices, and a 2018 study shows a majority of Americans over 50 are users of Facebook and YouTube. The takeaway? With a strategy that delivers relevant content to appropriate platforms, you can certainly engage older audiences using social media marketing.
“Don’t bother with SEO – it’s dead.”
No list of digital marketing myths would be complete without this one. SEO has been pronounced dead more times than we can count, yet it perseveres as an indispensable component of digital marketing. It’s true that the practice has evolved over time, and manipulative “black hat” techniques are no longer effective – but make no mistake, neglecting SEO can spell disaster for your brand. Modern SEO emphasizes smart content creation that puts users first while also considering factors such as page speed and proper formatting for images and videos.
So, as you prepare for the holiday rush and the new year to come, don’t let these “spooky superstitions” guide you to poor decisions that can damage your brand. And if you’re looking for expert help with your digital marketing strategy, don’t hesitate to contact us here at Rosie’s Creative. Remember, with Rosie’s Creative, your first consultation is always free.