Don’t believe everything you hear or read, especially when it comes to advice regarding how to market or run your business. In today’s hyper-connected world, it’s easier than ever for one person’s musings to quickly morph into “common knowledge” – regardless of whether or not it’s true.
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|OUTRAGEOUSLY BAD MARKETING ADVICE
Blogs, articles and well-meaning business associates are often full of marketing advice. Unfortunately, some of it is not just bad advice, it’s terrible, potentially damaging advice. Here’s a round-up of some of the outrageously bad marketing advice I’ve recently seen or heard:
- You absolutely must be on [name of social network goes here]. Maybe you should and maybe you shouldn’t. There is no “one size fits all” social media marketing strategy that works for all businesses.
- Pinterest only works for consumer brands that sell fashion or food. Actually, a lot of companies in other categories are successfully using this very visual social media site. They’re sharing infographics, company photos, tips and tricks, user-generated content and more.
- If you start blogging, your audience will naturally find you. Don’t bet on it. To gain an audience for your blog you’ll need to promote it.
- Every legitimate business needs a printed brochure. Printed brochures are great for trade shows and expos, business networking meetings, in-person sales calls, direct mail and more. But for many businesses they’re completely unnecessary.
- If you get to page one of Google you’ll be successful. Although page one listings are certainly helpful, once prospects click through you need to have a website that actually sells your products or services. And page one listings are useless if they bring in people who aren’t looking for the things that you’re selling (for example, if you’re selling an egg-free cookbook and Google lists you as #1 for “egg recipes”).
- B2B marketers don’t need a mobile-ready site. According to the Pew Research Center, as of May 2013, 63% of adult cell owners use their phones to go online and 34% of cell internet users go online mostly using their phones. Other studies cite even higher numbers. No business can afford to ignore mobile.