Covid-19 has forced businesses to adapt, and many of them have turned to digital marketing to help advertise their business and stay afloat during the pandemic. Here are some misconceptions about digital marketing and the reality of it.
“Digital marketing is easy, it is basically traditional marketing but in an online format. All I have to do is post some things on Instagram and social media and my digital marketing would be a success.”
If only it was that simple. While technology has made marketing simpler and more accessible for the average business owner, without the adequate knowledge regarding marketing techniques such as targeting the right audience, social media marketing, content marketing or SEO (Search Engine Optimization), you may end up just wasting more money and effort. So, it is crucial that you hire a marketing expert and consult them regarding the best digital marketing strategy and framework for your business.
Remember, you are dealing with humans who are very complex individuals and have different consumer behaviours. Do your research and planning first before attempting anything.
“Because more people are spending their time online now, I have a higher chance of getting more customers! All I have to do is market to them and they would definitely purchase my product or service.”
Yes, it is true that many more people are spending their time online and e-commerce activities have boomed. But that doesn’t necessarily mean more people would be swayed by your marketing techniques to become your customers. In fact, it's quite the opposite.
Keep in mind that you are not the only one doing digital marketing. Your competitors are doing it too. So ask yourself this, is the content you advertised engaging enough? Did people click and open the email you sent to them? How many of the “ad views” actually visited your website? Are people subscribed to your newsletter? Simply put, it is a missed opportunity if you don’t have an effective digital marketing strategy that can generate large amounts of leads. A large online presence doesn’t mean anything if you can’t attract an interested audience and stand out from your competitors.
“My campaigns and advertisements seemed to be effective, not to mention that my leads are generating large amounts of traffic. So my digital marketing is a success right? I should be seeing profits soon!”
Would you buy something that doesn’t add any value to you? Similarly, your customers want to see value in the things they buy. If they don’t see any value in your advertisement (although it is relevant to them), they aren’t going to click that little button that lands them on your website, or buy anything from you.
To stand out from the busy crowd, identify and highlight your USP (Unique Selling Point). More importantly, interact with your customers; cultivate beneficial relationships with them and give them a reason to come back to your product or service. Having said that, it takes persistence and strategic marketing planning to convince people to buy from you. It may be a long and tedious process, but like many things in life, it takes time.
"I hired a marketing expert who knows everything and anything about digital marketing. Now I can sit back and relax, and let him do everything.”
Being overly dependent on anything is not good, especially if it involves your business that ultimately decides whether you can put food on the table. Hiring a marketing expert is great, but as a smart business owner, it is also important for you to discern whether the suggestions and ideas given are suitable for your business.
Nobody knows your business and customers better than you. So, consult with the marketer and have frequent discussions on what is the best digital marketing strategy for your business. At the same time, you should acquire more knowledge about digital marketing yourself to better understand how to promote your business online.
“My posts and website would be filled with testimonials and stories of positive experience from my customers.”
It is hard to please everyone, this is a known fact. Therefore, you should not target everyone as your audience. Find your niche, build your tribe. Then, your job is to ensure your customers are happy with your product and service. In this day and age, nothing spreads faster than rumours and gossip, or anything that is deemed “bad” even though it is false. Negative comments or reviews online can swiftly damage your brand reputation. As such, it is vital to respond to these complaints—in a level-headed and professional manner. People are watching and the other customers would definitely appreciate the professionalism and the fact you are listening to their feedback. Criticism doesn’t necessarily mean it’s bad. In fact, constructive criticism can even help improve your business.
Do you wish to know more about digital marketing? Book a free 1-to-1 consultation call with our lead Marketing Specialist now!
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This article was contributed by Nelson Hon Zi Ming
