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Digital marketing: How To Avoid Over Simplification

Digital marketing: How To Avoid Over Simplification

Digital marketing is complex, and it makes perfect sense that it is complex because there are people involved, and people (us) are messy, disorganised, and infinitely unique. Yet some catch phrases and generalisations have become so indoctrinated into the industry that many people consider them to be fact.

Here are a few of the most popular expressions, and what you need to be thinking about to put them into context effectively:

Content is king

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I have heard many variations of this phrase. Authenticity is king, Context is king, Mobile is king… with all these new kings, one would think we’re in an episode of Game of Thrones.

Content, authenticity, mobile accessibility and many other factors are very important, but none of these are necessarily more (or less) important than the rest. The phrase “content is king” is uttered the most frequently, so I will address this one specifically.

Having engaging content in the form of well-written text, beautifully designed imagery, high-quality videos or interactive pdfs is fantastic. However, simply having them is only half of the crown.

To rule the Content Marketing kingdom, you need:

  • A clear long-term, outcome-based strategy
  • High quality, original, creative content produced professionally
  • Channels of targeted, interested people to consume your content
  • Regular distribution of content with a consistent strategy
  • Ability for fast turnaround to cope with and produce time-sensitive content
  • Other marketing channels such as social media and email marketing to convert those ‘engaged’ content viewers into sales.

So Content is King, as long as you have the strategy, budget, time, audience, and supporting marketing channels in place to build your amazing empire. If you are missing any of these, then your content is most likely draining your marketing budget while delivering you a few ‘likes’ if you’re lucky.

 

SEO is free traffic

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The concept of modifying a little code on your website and suddenly getting thousands, or even millions of people visiting your website is a by-product of search engines in the late 90s. Search Engine Optimisation (SEO) today is a combination of I.T infrastructure, coding, user experience, public relations and time. If any of that sounds simple and fast, I am sorry to disappoint you.

If you want to prevail in SEO, here is what you need to do:

  • Forget top positions for many high converting terms; this is almost exclusively reserved for definitions, comparison sites, and brand sites
  • Make sure your pages are accessible, readable and load in lightning fast time. 3 seconds? Too slow.
  • Improve your user experience. This includes making sure your content displays flawlessly and works well on every major device, browser version and screen resolution on the market.
  • Have your brand mentioned on authoritative websites such as Wikipedia, journalistic publications and other ‘human curated’ sites.
  • Be reviewed, reported on, liked, shared, talked about etc on a regular basis

Yep, SEO is free traffic; it’s just all the stuff you need to do to rank well can often be hard work, time-consuming, and potentially expensive.

 

You have to be on social

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While there is plenty of reason to participate in social media, the real risk that companies face in engaging in new social networks is the potential to provide a poor customer experience by mishandling, ignoring, or late responses to interactions.

Companies need to look at social media as a communication channel between themselves and the world. It is really another ‘reception’ where people can come and communicate with a representative from your company. If the front reception desk is unattended or the receptionist is on the phone and unresponsive (or seems less than helpful), it hurts your business.

In a physical office, a receptionist like this would be fired. In terms of social media, your company would be much better off not opening that communication channel if you know you don’t have the staff, resources, or processes in place to manage that communication channel professionally.

To succeed on social networks, you need:

  • dedicated staff time or external resources to interact in a timely, professional manner
  • Processes & guidelines to ensure you are providing a consistently high level of service
  • Set expectations on when and how often your company will be responsive
  • A good content strategy, and everything that comes with it (see the content point above)

In short, you should definitely be on every possible social network that is relevant to your brand, as long as you can manage the communication channels, ensure quality, and, most importantly, keep people engaged and interested in your brand. Simple, right?

So who gets the throne?

In marketing, there isn’t just one king. The success of your marketing campaigns doesn’t rely on only one channel, technique or strategy. Success is the outcome when all of the components that make up your marketing efforts come together coherently and achieve the results that your company needs.

What are some generalisations you’ve come across that are being incorrectly touted about Digital Marketing?
 

Metrixa can help bring all your elements together. We coordinate your strategy and all your marketing channels to work towards your business goals and objectives. Try our Free AdWords Audit. Give us a call to see what we can do for you or find me on twitter @nathan5ri.