Marketing Myths Debunked: What Really Matters in 2024
Marketing Myths Debunked: What Really Matters in 2024
Plus, 4 things that will never change
Before we get into things, I want to share a special offer that’s only good through this Saturday (Sept. 9, 2024).
Small and micro business owners who schedule a consultation (of any length, for any day in September) will receive free custom social media recommendations. (Worth $34.99! 😍)
For the consultation, we can discuss whatever marketing topics are on your mind.
For the social media recs, I’ll review your selected accounts and provide a list of 10 ideas, pieces of feedback, improvements, etc. (I’ll coordinate this with you via email after you schedule a consultation.)
I’ve been working in digital marketing for 12+ years and I really want to help those trying to run their businesses all on their own or with the help of very few people. You’ve got great business ideas, but maybe need some assistance with paring down the marketing fluff and figuring out the technical side. I’ve got you. 😉
Now on to the show…
“Marketing” is thousands of years old. (Yes, way older than the vintage ad above.) So it’s always changing. Sometimes those changes are quite slow, while other times it feels like you blink and the whole industry has latched onto something new.
Because the marketing landscape is always evolving, it comes with a slew of myths that can lead us astray, wasting precious time and money. In 2024, it’s time to set the record straight.
Let’s debunk some of the most persistent marketing myths and focus on what really matters. (At least for this year. Right now. Because who knows what will happen in 2025. Or in a couple months. Or tomorrow.)
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Myth 1: “SEO Is Dead”
For years, people have been saying “Email is dead.” (More on that in a bit, actually.) But now some folks have turned their mourning to search engine optimization.
Even though people pronounce SEO to be dead, it continues to be one of the most critical aspects of digital marketing. What’s changed is the approach.
Traditional keyword stuffing and backlink strategies are no longer effective. Google’s algorithms have evolved to prioritize user experience, meaning that high-quality content, fast-loading websites, and mobile optimization are now more critical than ever.
SEO today is about understanding search intent and delivering value that meets that intent.
The New SEO Focus:
Content Quality: Instead of focusing on keyword density (and writing endless lazy blog posts), create content that’s genuinely useful. Answer questions, provide insights, and solve problems for your audience.
User Experience: Google now considers user experience signals like page load time, mobile usability, and secure connections (HTTPS). If your site doesn’t provide a good user experience (including on mobile), it’s unlikely to rank well.
E-A-T: Expertise, Authority, and Trustworthiness (E-A-T) have become essential factors in SEO, especially for YMYL (Your Money, Your Life) content. (According to Ahrefs, YMYL “pages cover or touch on topics that can potentially impact a person's future happiness, health, financial stability, or safety.”) Establish your site as a credible source by building high-quality backlinks, maintaining accurate and up-to-date content, and showcasing your expertise in your field.
Myth 2: “Social Media Reach Is Everything”
It’s easy to get caught up in the vanity metrics of social media, like follower counts and reach. However, these numbers can be misleading. What really matters is engagement.
A smaller, highly engaged audience is far more valuable than a large, passive one. Engagement metrics—likes, comments, shares, and direct messages—indicate how well your content resonates with your audience and can lead to conversions.
Focus on Building Engagement:
Quality Over Quantity: Instead of posting frequently to boost reach, focus on creating high-quality, engaging content that encourages interaction.
Community Building: Foster a sense of community by actively engaging with your audience. Respond to comments, ask questions, and create content that invites participation.
Authenticity: Today’s consumers value authenticity. Be real, be relatable, and don’t be afraid to show the human side of your brand.
Let’s work together!
Oh hey there! Thanks for reading this far. Looking for some hands-on guidance for your marketing strategy and tactics? I work with solopreneurs, artists, makers and small biz owners to help them improve their digital marketing and better connect with their customers.
Find out how you can work with me.
Myth 3: “Email Marketing Is Outdated”
In the age of social media and instant messaging, it might seem like email is a relic of the past. But here’s the truth: email marketing remains one of the most effective channels for reaching your audience.
Why?
Because email is direct and personal. It allows for targeted messaging. Unlike social media platforms, where your content might get lost in the noise, emails land directly in your audience’s inbox. (Although the trick is to then get them to open it.)
Why Email Still Matters:
High ROI: Email marketing has an impressive return on investment. For every dollar spent, the average ROI is about $42. This is because emails allow for personalized communication that can lead to higher conversion rates.
Personalization and Segmentation: Modern email marketing tools allow for advanced segmentation and personalization. By sending the right message to the right person at the right time, you can significantly increase your campaign’s effectiveness.
Building Relationships: Emails are a direct line to your audience, making them ideal for building long-term relationships. Through newsletters, promotional emails, and personalized offers, you can nurture leads and keep your customers engaged.
Myth 4: “You Need a Big Budget to Succeed”
It’s a common misconception that only big brands with big budgets can succeed in marketing. While a large budget can certainly open doors, it’s not the only path to success.
Small businesses and solopreneurs can achieve remarkable results with creativity, consistency, and a deep understanding of their audience.
Strategies for Success on a Budget:
Leverage Free Tools: There are countless free and low-cost tools available for everything from graphic design (Canva) and video editing (CapCut) to social media scheduling (Buffer, Hootsuite, or features on the social apps themselves). These tools can help you create professional content without breaking the bank.
Content Repurposing: Maximize the value of your content by repurposing it across different platforms. Turn a blog post into a series of social media posts, create an infographic from a research report, or compile a year’s worth of blogs into an eBook.
Focus on Organic Growth: While paid ads can give your business a boost, organic growth through SEO, social media engagement, and word-of-mouth can be just as effective, especially in the long run.
Myth 5: “AI Will Replace Human Marketers”
With the rise of AI in marketing, there’s been a lot of talk about machines taking over jobs. However, the reality is that AI is a tool, not a replacement for human marketers.
AI can automate repetitive tasks, analyze large datasets, and even generate content, but it lacks the creativity, empathy, and strategic thinking that human marketers bring to the table.
How to Use AI Wisely:
Automate the Repetitive: Use AI to handle time-consuming tasks like scheduling social media posts, sending emails, and analyzing performance metrics. This frees up your time for more creative and strategic work.
Data-Driven Decisions: AI can process and analyze vast amounts of data quickly, providing insights that can inform your marketing strategies. Use these insights to make more informed decisions, but always apply your judgment and creativity to the final strategy.
Content Creation Assistance: AI tools like ChatGPT, Claude, Copy.ai or Jasper can help generate ideas and even draft content, but it’s up to you to infuse it with the personality and voice that resonates with your audience. (Yes, even when you provide that information to the LLM or large language models.)
Myth 6: “One-Size-Fits-All Strategies Work”
Many marketers believe that if a strategy worked for one brand, it will work for others. But the truth is, there’s no one-size-fits-all approach to marketing.
Every brand is unique, and what works for one might not work for another. The key is to understand your audience, your brand’s voice, and your goals, and then tailor your strategies accordingly.
Customize Your Approach:
Know Your Audience: Spend time getting to know your audience—what they care about, where they hang out online, and how they prefer to consume content. Tailor your marketing efforts to meet their needs and preferences.
Test and Learn: Don’t be afraid to experiment with different strategies. Run A/B tests, try out new content formats, and measure the results. Use the data you collect to refine your approach.
Stay Flexible: The marketing landscape is always changing. Stay flexible and be willing to pivot your strategies as needed. What works today might not work tomorrow, so be ready to adapt.
Myth 7: “More Content Equals More Success”
It’s a common belief that the more content you produce, the better your marketing results will be. However, in 2024, quality outshines quantity.
With so much content being produced every day, it’s better to focus on creating high-quality content that truly resonates with your audience than to churn out as much content as possible.
Quality Over Quantity:
Content with Purpose: Every piece of content you create should serve a purpose—whether that’s to inform, entertain, or inspire your audience. Don’t create content just for the sake of it. Make sure it aligns with your overall marketing goals.
Engage and Interact: Instead of focusing solely on content creation, spend time engaging with your audience. Respond to comments, participate in discussions, and build relationships. Engagement is just as important as content production. (Let me say that one more time: Engagement is just as important as content production. Especially when it comes to social media. Because it’s social media.)
Sustainability: High-quality content is more likely to have a longer shelf life. A well-researched blog post or an in-depth video can continue to attract and engage your audience long after it’s been published.
Up for Debate
Some folks feel you have to be everything to everyone on social media. While others feel you should niche down. And yet others feel you should niche down so much that you become repetitive.
Time will tell on this one, but what do you think?
Bonus! 4 Key Marketing Concepts that Haven’t Changed
Marketing as an industry has been around since the 19th century. But marketing as a concept has been around for thousands of years. It’s not surprising that things have changed. On the flip side, it may be surprising that some things haven’t actually changed.
Here are four key marketing concepts that have stood the test of time:
Understanding Your Audience: Knowing who your customers are, what they need, and how they think has always been crucial. Successful marketing starts with deep insights into the target audience, which allows for tailored messaging and effective communication.
The Power of a Strong Brand: Building and maintaining a strong brand identity is essential. A recognizable and trustworthy brand fosters customer loyalty and can differentiate a business in a crowded marketplace.
Storytelling: Engaging storytelling has been a cornerstone of effective marketing. Compelling narratives create emotional connections with customers, making the brand more memorable and relatable.
The Importance of Trust: Trust is the foundation of any successful customer relationship. Consumers will always seek out brands they can rely on. Maintaining trust will remain a critical aspect of marketing.
The Bottom Line
In 2024, it’s all about cutting through the noise and focusing on what truly drives results. By debunking these myths and honing in on what matters—quality content, meaningful engagement, and strategic use of technology—you can make your marketing efforts more effective, more impactful, and more rewarding.
If you’re looking for more advice on what to focus on for your small business, schedule a consultation with me today. I’d love to discuss!
Take care, birdies! 💙