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Marketing & Sales
Oct 7, 2014

Myths In Online Marketing

Sponsored Content provided by Mike Duncan - CEO and Creative Director, Sage Island

As a full-service digital marketing agency, we’ve heard all the rumors. Clients come to us with over-generalized marketing statements and assumptions based on pieces of articles they’ve read, or conversations they’ve had with their friends and colleagues. The truth is, not every marketing tactic may be the best fit for a business. But that doesn’t mean certain tactics won’t work at all! Or that other tactics will work, for that matter. We’re here to set the record straight. Read on to find out some of the most common online marketing myths, and why you can discount the rumors.

SEO is Dead

Despite this trending topic, search engine optimization (SEO) is NOT dead! The tactics have just evolved over time, as most do. Remember back when agencies recommended overkill of keyword-stuffing content on your site and buying tons of links [often on spammy sites]? Well now the focus is on quality, not quantity. Search engines like Google have gotten smart, and it’s about time, in our opinion! Instead of including so many keywords in copy that it doesn’t even make sense, copywriters should write genuinely good content that incorporates relevant keywords where applicable. Paying for links on low-quality websites is not a sustainable strategy anymore. Quality content shared on the appropriate channels at peak times will be read and shared, thus providing links back to your site, because it’s legitimately helpful and informative.

There are many additional SEO best practices you can incorporate into your copywriting strategy to get to the top of search engine results pages. There is, after all, a reason why some sites rank higher than others – and once you click on the site, it’s fairly easy to understand why.

Social Media Won’t Help My Business

When people hear the term “social media,” they often think of teenagers and 20-somethings as the only people who actually use it. Or maybe they’ve heard a statement about a certain social network regarding the audience drawn to it, and they’ve formed an opinion that their target audience isn’t there. But the fact is that the number of social media users is growing every day, on a wide population spectrum. Did you know that senior citizens are the most rapidly growing audience on Facebook? Or that the majority of Instagram users are male? How about the fact that Saturdays are prime time when it comes to engaging with travel-related content on Pinterest? Without a doubt, a well-planned social media strategy can only improve your business – no matter your industry. By identifying your target audience, creating and sharing content that appeals to it, tailoring your voice to reach it, and regularly engaging on the best social media platforms for your business, you’re cultivating new business relationships. And you’re probably reaching new leads you could never have identified if not for social media, much less reach out to by phone or email, or in face-to-face meetings.

Online Marketing is a One-Time Effort

You’ve just spent thousands of dollars on a brand new website. It looks fantastic; the site features impeccable graphics, strong calls to action and great content. So you’re done, right? If you simply build it, they will come. Unfortunately it’s not that easy. To attract users to your website, you must hone your marketing efforts on an on-going basis. Implement strategies incorporating content marketing, social media campaigns, pay-per-click advertising or other tactics to drive relevant traffic to your site and generate new leads. And expect these strategies to yield results over a long period of time.

The More Website Traffic, the Better

More traffic to your website generally sounds like a great thing, but it’s not always beneficial for your business. To attract relevant traffic, it’s imperative to optimize your website with high-quality meta data and incorporate appropriate keywords into your content. The more relevant your site’s data, the more relevant traffic you will acquire. Have you ever checked the bounce rate for your site in Google Analytics? If you’re experiencing a bounce rate between 60 percent and 70 percent, your site is missing the mark. Users are searching for terms and stumbling upon your website in search results, only to click on it and realize it’s not what they wanted at all. So they leave immediately and as a result, your bounce rate increases. Sure, you’ve just gained another website session, but was it worth the cost? If the website traffic you’re receiving isn’t relevant and just results in a higher bounce rate, then it’s not helpful for your business. Focus on attracting quality traffic – those users who are searching for terms relevant for your business.

There are countless other myths related to digital marketing. So many, in fact, that business owners often brush off a worthwhile marketing tactic before learning its worth. Let a professional marketing agency guide you on how to best attract and retain customers in your marketplace. Sage Island has been in the business for more than 17 years, and our team is sure to get you the ROI you’ve been waiting for.

Mike Duncan co-founded Sage Island in 1997, and since then has evolved the agency’s scope to include marketing strategy, creative design, technical development and a wide range of digital marketing services. With an integrated approach that leverages the power and measurability of the internet, the savvy Sage Island team develops strategies, builds brands, writes killer copy and delivers to clients all over the world. And they have an awesome time doing it. Sage’s collaborative working environment keeps creativity and innovation at the heart of the concept. With a 17-year history in Wilmington and beyond, Sage Island shows no signs of slowing down. To learn how Sage Island can grow your business, check us out at www.sageisland.com. To stay updated on the latest in digital marketing, follow Sage Island on Facebook at www.facebook.com/SageIsland, and on Twitter at twitter.com/SageIsland.

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