Since it is #ThrowbackThursday, we're bringing back one of our VERY first blogs we every wrote here at Hub Digital. Back in April of 2014, we wrote about the "7 Deadly Sins of Marketing" and gave some very pointed advice on what you shouldn't be doing when it comes to marketing. Since that way basically a lifetime ago in the digital marketing world, we decided to bring it back today and see if these "7 Deadly Sins" still hold true in today's environment.
2014 advice - 1. Setting your expectations too high - Many businesses and products fail before they even get started. You can't win a marathon by taking one step; it takes leaps and bounds to cross the finish line. Don't expect one ad or post to complete the job. Digital marketing takes creativity, dedication, and patience to build a following.
2018 edit - This one still absolutely holds true today! One of the things we work with our clients on is a reasonable timeline and expectations on how their business can grow online. We've all heard those stories about businesses that went from 0 to 6 figures in 1 month. And while that's great for them, it's important to recognize that these are the exception, not the rule. Marketing yourself online DOES work, but it does take time to see significant results.
2014 advice - 2. Being uninformed about your audience - Know your target audience, tone and message. The best message can be wasted on the wrong audience. Determine what they will and will not respond to. Throwing darts at a wall may make them stick, but you'll never get the bullseye you're looking for that way!
2018 edit - Were we genius or what!? But in all seriousness, I don't think anyone can argue that it makes sense to just market to everybody all at once. Not only is it cost prohibitive, but it can make it seem like your business doesn't have a good handle on things, and can be a turn off to potential customers.
2014 advice - 3. Trying to use every available outlet for recognition - Though you may have a million ideas running around, sometimes focusing on a few is the key. Out of the large number of possibilities, choose a few that coordinate the best with your product or business. Posts that need more context could be shared on Facebook, for example, rather than Twitter, which has a character limit of 140.
2018 edit - This one is still absolutely true, but I think for different reasons. While restrictions in each outlet have loosened, it's still important to let yourself off the hook when it comes to posting on every outlet, all the time. Think about which ones your customers use the most (hence how point #2 is so important!) and what you enjoy doing. Combine the 2 to create a social strategy that works for you.
2014 advice - 4. Inconsistent timeline of posting - In an age of instant gratification, the audience no longer wants to wait. Posting consistently with updates reminds the audience so they don't forget about you. DO NOT give them a chance to become impatient. This is where choosing a few valuable outlets (#3) comes in handy. Pick ones that you know you can easily update on a consistent basis.
2018 edit - This is still partially true. You must stay consistent with your social postings, blogging and email blasts, but there really isn't a a set time or day that's better for posting. With mobile becoming the medium of choice to access online, we are able to view content throughout the day, whenever we wish. This means that you can loosen the reins and vary posting times, and still see good reach from them.
2014 advice - 5. Overwhelming your audience - On the flip side, don't suffocate the audience with updates. Posting too much or sending too many emails can feel like spam which leads most to block or ignore future information. Everybody has that one friend that talks your ear off over lunch, and no one likes them. Finding the happy median between lack of posts and constant information is paramount for successful digital marketing. People will also enjoy two thorough and entertaining posts rather than five poor attempts. Rely on quality over quantity.
2018 edit - Hmmmmm.... Maybe? For a while social media sites, like Facebook, were all about quantity. The more you posted, the more you were seen. But now, with the recent algorithm changes, we're headed back into the world of quality over quantity. Facebook is pushing for well thought out, engaging content from businesses, not just random musings. We'll see this continue to evolve as these changes play out over the next few months.
2014 advice - 6. Neglecting mobile users - Many users access social media and sites on their phones, iPad, or tablet. Everyone is on-the-go and wants their entertainment/information to follow suit. Don't starve certain sections of your audience. Make navigating your business convenient with a mobile site that caters to mobile users' needs.
Quick Tip: Also eliminate unnecessary images and videos to minimize loading times.
2018 edit - This has never been more wrong or more right! First of all, mobile is EVERYTHING now. Almost all your websites, content and efforts online should be focused towards mobile. Mobile searches, social media views and website traffic has officially surpassed desktop. Not optimizing your stuff for mobile is probably the #1 mistake a business can make. So, what's so wrong about this piece of advice? The elimination of images/video! Video has never been more important than it is right now. By not utilizing images and video on your website or in your marketing strategy, you're not only going to take a HUGE hit on SEO, but you're going to alienate a giant portion of your audience that will only watch video content over ready blog content.
2014 advice - 7. Biting off more than you can chew - After all of the other advice, sometimes you just need help. Recognizing that you cannot handle everything is important and there are people ready to assist at a moment's notice. Don't be hesitant to ask for help.