What Your Agency Says Might Be An Online Marketing Myth
by Fervil Von
There are a lot of online marketing myths going around in the business industry – whether it is for B2B or B2C – and being informed is the first step not to be misled. If your marketing agency has been saying these digital marketing claims to you, perhaps you might need to do a little background check before you commit to them.
“We’ll Make You Number One On Search Results In No Time!”
Guarantees like these aren’t really guaranteed although getting first page of Google and other search engines is possible. With all the algorithmic changes, no sane online marketer will promise you this one and if they do, chances are, they’re promising you to fly to the moon.
This happens a lot especially when online marketing agencies woo clients to avail their services. It’s fairly impossible for anyone to pinpoint target dates of keywords ranking (e.g. days, weeks, or a month or two from start of campaign) without thoroughly assessing the market and competition of the website. Not all keywords have the same strength of competition. Car loans keywords are a lot harder to rank compared to keywords relating to pizza pies.
Always bear in mind that the less competitive the search term is, the higher your success in ranking it. You can only get immediate results in ranking once you are targeting long tail keywords which are really very specific or alien words which no one is typing in Google. 😛
“We Can Launch Viral Campaigns!”
Well, there are campaigns that really went viral. But for agencies to claim that ‘they’ can make it viral is probably a little self-assertive. Going viral can’t be accurately predicted as the end users are the ones to decide which can go viral or not. Simply put, it just happens and it’s not something we can guarantee.
However, there are strategies which can help increase chances of getting your site, page, or videos go viral. These strategies usually involve the use of:
- Emotional trigger – a content that strikes through the heart of the audience. This video captured international attention gathering more than 21 million views in youtube, amassing 15 million clicks to the charity website for homeless veterans:
- Plot twists – most people who watch viral videos are astonished by the way it unfolds. Whether it’s irregularity or some form of plot twist, people love the least expected.
- Sense of shareability – While some content may be too promotional, the ones that provide emotional impact with a plot twist are easy for people to share with their family and friends, especially on social media.
- Personal element –Brands need to accomplish a sense of being personable and likeable through their videos. The more likeable a brand or business becomes; the more likely it is that their video will be shared. Coca-cola did an amazing job on associating their brand to “happiness”.
“You Need To Have A Lot Of Websites!”
Don’t bite more than what you can’t chew. It’s really not so smart to run a lot of sites for without having a unique selling proposition. If you are thinking to build microsites that would target very specific audiences, that’s good but running off in three different directions is foolish.
Consider the time and budget you need to put into each site. Running one strong site with good authority and reputation is far better than maintaining a dozen of low quality, spammy websites with close domain names.
“Don’t Worry About The Other Little Things As Long As You Have Web Traffic.”
Website traffic is important. Rich web traffic means high probability of landing sales. But this is not applicable on all occasions. What if you are targeting the wrong set of audience?
Online marketing isn’t just about web traffic. The main objective of online marketing is driving sales and leads to websites. You can have all the traffic in the web, but it would be pointless if these visits won’t turn into real customers. Thus, conversion matters most.
“We Got The Right Keywords To Rank! No Worries!”
There was a time in the past where keyword stuffing was hitting jackpots in ranking. It was exploited by many webmasters and they really got great results out of it. As time flew, search engines became more intelligent and have started pummeling websites who are still doing the same trick. Stuffing keywords doesn’t work anymore, not this time.
Having the right keywords to rank is okay, but you may need to play with them a little. Try not to over optimize your content with these keywords. Finding some synonyms or placing the keywords within a phrase is a great way to dilute the keywords in your content, preventing it to be stuffed over and over again.
“Let’s Do PPC To Influence Your SEO Campaign.”
Having a separate PPC campaign helps your entire marketing campaign – meaning, online marketing in general – but not specifically your search engine optimization efforts. The results from PPC have its own effects and objectives to achieve. Thus, SEO and PPC campaigns are two different verticals.
There is one search engine that correlates PPC and SEO. Baidu, the largest search engine in China, has shown that paid ads have an influence to organic rankings.
January 18, 2017