“Marketing isn’t magic. There is a science to it.” ~Dan Zarrella, Hubspot
Marketing. There is no quick fix, and it will never be checked as “complete” on your to-do list. Marketing is a constantly evolving process, and requires smarts, heart, the ability to empathize and the desire to experiment. Marketing is also often misunderstood. In today’s post I’m addressing some common marketing misconceptions.
Once the website launches, you’ll show up on Google: If only it were this easy! Depending on a variety of factors, (only some of which you can control) the average time to start ranking organically in the search engines for your keywords is 3-6 months. If your site is optimized and mobile-friendly, and you have a solid SEO plan in place, including regularly updated, valuable content, you are on your way to your search ranking goal.
Design does not take that much time to develop. Oh, no no. Yes, as a matter of fact, it does take that much time. People do not always realize the thought and strategy behind design. It’s not just pictures on a page. Every element of a strong, effective design has a purpose: the images, placement, colors, and even fonts have been chosen for a reason. A good designer will be able to explain how each piece contributes to the overall design and end-user experience, and how that relates to the total marketing strategy.
Social media can be left out of the marketing mix. Nope. Social media is here to stay, and it is an important part of your strategy. It is a great way to participate in your marketing efforts and engage directly with your audience. However, social media does not equal instant leads. It’s more about building relationships with your customers.
Pay-per-click advertising (PPC) is a surefire money-maker. Not true. PPC is not just plugging in dollars and keywords and watching the leads come in. A successful PPC campaign requires work on the front end and throughout the campaign. You need to research and understand who your customer is, where they are online and what they are doing. Your campaign must be structured with defined goals, and include ongoing strategy review, testing and adjustment. Without these elements, you risk wasting time and money and not seeing results.
You (or your friend or relative) can fit marketing in “on the side” of a regular job. Effective marketing is an ongoing, changing process. It’s not just reacting to what is happening. You must be flexible and have a deep knowledge and understanding of your customer so your company and marketing strategy can evolve with them, or even a step ahead of them. Marketing that gets results requires a lot of specialized attention.
What did I miss? Drop me a comment!