Sabre Thinking

03 Oct / Debunked: The top 3 marketing myths

marketing-myths-bebunkedTry an online search on just about any marketing topic, and you’re bound to find a few contradictory or too good to be true results. While it would be great if we lived in a world where all efforts brought about instant success, or there was just one clear marketing path, it’s simply not the case. We live in a digital age where information flows rapidly. Unfortunately, not all of that information flowing is 100% accurate.

To help cut through the online noise, we are going to debunk 3 of the most common marketing myths we hear, and offer a more reliable outlook into each strategy.

Myth 1: “Doing” SEO means you’ll rank on the 1st page of Google

Whether it’s adding keywords, meta descriptions, or implementing other SEO strategies on your website, the act of optimizing your site does not necessarily mean that your site is going to land on the first page of Google. There are a multitude of factors including the use of paid ads, good ol’ time and an ever-changing search result algorithm that all have an effect on where your website lands in search engine results.

Simply put, search engine optimization should be a long-term strategy and effort, not a quick fix or one-time deal. You must take the time to develop a highly relevant list of keywords, check on analytics regularly, and make ongoing updates to your website including refreshing old content, creating new pages and increasing relevant outbound and inbound links. These efforts will build upon each other, creating a solid foundation for your website to move up in the rankings on Google and other search engines.

Myth 2: Email marketing is all SPAM

While it may seem that your personal inbox has become a SPAM hub (we totally get it), it does not mean that all forms of email marketing are SPAM. In fact, email marketing is still the #1 channel to get a return on your investment, beating social media marketing, direct marketing, and in some cases, even paid ads. A well-curated email from a trusted company is far from SPAM in our book!

Our best advice when it comes to email marketing is to send high-quality content that is relevant to your audience. You want to send emails that add value, not waste time. Essential components of an email or regular newsletter include an eye-catching subject, clear and helpful content that solves a specific problem, and a straightforward call to action so that readers can easily buy, call or inquire right then, while you have their attention.

Myth 3: Everything important needs to be above the fold of your website

With the boom of the online world in the 90’s, there was a philosophy that website visitors needed to see everything important when first glancing at a website. It was engrained in our minds that all pertinent information needed to be “above the fold” (in view on your screen before scrolling) on a website so that potential customers did not have to scroll. While this was certainly the case when computer screen sizes were a “standard” size, and websites were made only for computers, technology rapidly changed making this theory a piece of history.

Along came smartphones, tablets, and screens in all shapes and sizes. Suddenly, fully responsive websites were the new standard so that no matter what the screen size, a visitor to the site had a great experience. There really is no fold so to speak these days. In fact, since the explosion of smartphones and new ways to browse the Internet, scrolling through websites and social media platforms became very natural and actually far more efficient. The problem with the old, above the fold theory is that the user experience can be quite dampened. If you are trying to cram every piece of information at the top of a website, you leave no space for users to flow through the site as an experience and explore what you have to offer.

And there you have it, the top 3 marketing myths that we are happy to bust for your benefit! For more marketing tips and the latest in website design, be sure to come back and check this blog regularly!

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