May 30, 2017
The worst digital marketing advice we’ve heard
Everyone seems to be an expert in digital marketing these days. With so many “experts” in the field, some poor advice is sure to surface.
We’ve talked to a number of qualified digital marketing experts, to see what they have to say about bad advice they’ve heard while working in the industry.
“You don’t need an SEO migration for your website” – heard by Ben Schofield, Head of SEO at Reload Media
Why it’s wrong: The worst advice for SEO that we’ve heard has usually come from developers who underestimate the importance of migrating websites (i.e. redirecting one website/domain to another). The impact a poorly executed migration plan has on your presence in Google is huge – specifically with organic traffic. So, when you hear a developer say, “ahh, we can redirect your 17,000 URL’s with a simple 301 redirect” – it’s not that simple. The ramifications can mean a huge (and sometimes debilitating) drop in SEO performance, such as ranking and clicks.
What to do instead: Make sure there is a plan of action in place with established objectives and estimated time and effort. Then set the framework and process for the migration and communicate this to all stakeholders to ensure everyone has a clear understanding of its importance. Provide them with detailed processes to ensure that everyone knows how to contribute, so the migration goes according to plan.
“You need to be on all social media channels” – heard by Diane Costa, Director at Marketing Mechanics
Why it’s wrong: There’s a good reason you don’t see advertisements on LinkedIn for baby wear, retail or e-commerce. Users aren’t coming to the platform for that kind of information. Social media can be a tricky game and it’s not about you or your product, it’s about the user.
What to do instead: Pick the right platform(s) for your business. Invest in your target market; understand what platforms they go to for what type of content and work to utilise your resources to produce great work that your customers find fulfilling, so you can pull them back towards your business.
“Just get it out of the way, no one will read it anyway” – heard by Courtney Goudswaard, Digital Communications Manager at Budget Direct
Why it’s wrong: It encourages you to create content for the sake of it, rather than actually looking at what your audience needs to solve their problem. Pushing out content with no strategic focus or investment results in low-quality pieces that can actually damage your brand (lower engagement, no longer viewed as an authority figure, lower SEO rankings due to people leaving the website, etc.).
What to do instead: Make sure any content you produce:
- matches your brand;
- has a clear purpose;
- contains the three key elements for engagement (storytelling, engagement, authenticity); and
- is promoted on the right channels.
“We should be using all relevant keywords in AdWords” – heard by Sophie Viallard, Paid & Remarketing Portfolio Manager at Reload Media
Why it’s wrong: A picture is often painted that the more of your audience you capture, the better. However, unless you have an infinite budget funded by the state treasury, you’ll find your results will be reflected by the depth of your PPC strategy. If you’re targeting a broad range of keywords for no reason other than “they match what my business does”, you’ll find your budget being quickly spent and not contributing enough to your ROI capabilities.
What to do instead: You’ll get a lot more out of your PPC campaigns by applying strategy to your efforts. Looking to drive sales? Phase out keywords that aren’t converting to online store sales. Looking for brand awareness? Engage in Display Remarketing, it’s cost effective and reaches out to the people who have already been to your website, presenting a great opportunity to re-engage those users. Want to maximise your ROI? Look at your campaigns and see which ones aren’t performing and which ones are, then you’ll know where your investment opportunities are best suited. Invest in strategy for your PPC efforts and you can use your return on investment to expand the scope of other marketing areas, for a more comprehensive digital approach.
It can be challenging to filter through all the information and advice on digital marketing that’s out there. If you’re looking for more insight, take a look at this Digital Marketing Toolkit, or browse our other digital-related blog articles.