by Devon Vocke

According to eMarketer, businesses spent more than $170 billion in digital marketing in 2015. The industry is experiencing exploding growth that all businesses should tap into. However, those that lack experience are held back by some myths attached to digital marketing. And they may be keeping your business from growing. So, let’s debunk some of the myths holding you back from getting the maximum results from your online marketing.

Myth 1: SEO is dead

Truth: SEO’s obituary has been written many times. SEO has evolved but is far from being dead. What worked in 2010 doesn’t work in 2016, and what works this year may change in the next couple of years. You just have to keep on top of the trend. SEO is a great form of marketing as it brings in people that are actually searching for your content. But with lots of websites creating great content, it is a struggle to rise to the top. Big brands spend hundreds of thousands of dollars on their SEO campaigns. You need to be strategic if you want to compete.

Myth 2: Social media only works for few industries

Truth: Every industry can benefit from social media profiles. Social media is all about connecting with your customers and spreading the word about your business. Social media can be a powerful and efficient channel for just about any industry. Strategic implementation of social media marketing can bring exposure, open communication and provide returns. But not all social media channels are equal and you shouldn’t put equal emphasis on all of them. If you’re a B2B or B2C company, you need to find the social network that suits your business. For instance, while Facebook, LinkedIn and Twitter may be best for a B2B company, other social media sites like Instagram, Pinterest, Facebook work better for a B2C retailer. Similarly, service companies need to approach social media differently than a retailer.

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Myth 3: You should move all your marketing online

Truth: Digital marketing has the potential to get your information to audiences wherever they may be. But digital marketing is not the whole picture. You should see digital marketing as one part of your overall marketing plan. Obviously huge numbers of customers get their information online, read reviews and make purchases online. However, there are still a good number of audiences reading magazines, newspapers, billboards, and watching TV. For your marketing to be successful, you need a good mix of both traditional and digital marketing working together toward a common objective.

Myth 4: Mobile consumers do not convert

Truth: Mobile is responsible for the majority online traffic. In 2014, mobile internet use overtook desktop. Your business will struggle if it is not optimized for mobile. E-commerce sites like Amazon and eBay pull in huge numbers of mobile sales every day. Effective mobile optimization is key to converting mobile visitors.

Myth 5: Content marketing is a waste of time

Truth: Many small business assume that the work is finished once their website is up and running. But, you need consistent new, quality content to help your search engine visibility and continue engagement with your target audience. Content marketing is inextricably linked with SEO campaigns, enabling you to bring in audiences searching for your content. Plus, no one likes reading outdated content – your customers may question the viability of your business if your last content update was the launch of your website.

Myth 6: You should constantly redesign your website

Truth: There is no need to redesign when your current site is doing well. However, you need to test sales pages to see if there is a need to redesign. Redesign only when you need to boost sales, to re-optimize or catch up with current trends. There need to be data to back up your decision to redesign. That said, you do need to add fresh, quality content and keep your site up-to-date. See Myth 5.

Myth 7: A negative online review will destroy your business

Truth: Every business is bound to have one or two unsatisfied customers, warranted or not. Always ensure that you address customer concerns. Consider negative reviews as an opportunity to improve and educate. Don’t ignore legitimate negative comments/reviews – take your time to respond to the customer and assure him that you care about loyalty. Addressing negatively comments/reviews can be an opportunity instead of a setback.