Over the last 12 years, the GRIT team has had the opportunity to work with amazing clients on memorable projects for companies in a variety of industries. Along the way, we have heard many myths about our own industry. Today, we set the record straight and break down the five most common myths we have heard over the years!
Marketing is just a waste of my money, especially during a global crisis.
Amid a crisis, like the COVID-19 outbreak, marketing departments and agencies are usually the first to be let go. Many people believe marketing is a waste of money and is not essential to the overall success of a business. However, this is not true. Marketing efforts can benefit a company’s bottom line when planned wisely. It is important to begin with strategy to prevent waste as well as understand how success will be measured [what is the return on investment (ROI)]. If these things are not in place at the start, chances are, efforts may feel like a waste.
For example, when it comes to digital campaigns, tracking marketing tactics on a monthly basis (with tools such as Google Analytics and SEMrush) can help assess what is working well and what is not. From there, allocate more budget to the efforts that are performing well and reduce the spend or adjust what is not.
It is better to ignore negative comments than address them.
Social media is a powerful tool in today’s digital era. However, because many individuals and brands take to social media to display their stance on sensitive issues, there is a chance of receiving negative comments. If you are a business, it is important to address all comments, even if they are negative. Ignoring the comment (or deleting it) can make individuals think you are not listening to them or do not care about their opinions.
If a negative comment is found on your brand’s social media channels, it is best to respond quickly and strategically and move the conversation offline as soon as possible. Not only may the response help decrease the chances of a larger issue, but is also shows you listen, even if what they have to say is negative.
Targeting more people is better.
Targeting more people is not always better. Not only does marketing to a large audience cost more money, but it may not be as effective. By targeting a large audience and not narrowing the scope based on the ideal audience for the product/service, the message may be shown to individuals who are not interested or do not have a need for the product/service being offered. When the audience is defined based on demographics and psychographics, the message is shown to individuals who are most likely to make a purchase and conversions increase.
Long story short – more is not always better. Define the target audience and find the mediums (i.e. Facebook, Instagram, etc.) they use most often. Then target them with messaging through those channels.
A well-designed, user-friendly website is the only thing needed to increase sales.
Just because you build it, does not mean they will come. While an up-to-date, user-friendly website is important, when sales are down, there may be a larger problem that needs addressed. Understanding what’s happening in the sales cycle is the first step to solving the issue. Increasing sales is a joint effort that may include a modern website, a strong brand story and elements, public relations strategies as well as digital mediums (such as increased SEO, social media and paid ads) to help get a company noticed and sales on the rise.
Marketing is not needed in an RFP-driven industry.
At GRIT, we serve many markets, but one of our largest is the architecture, engineering and construction (AEC) industry. This industry primarily relies on request for proposals (RFP) for revenue, which leads many individuals to think they do not need marketing. Although the RFP process is straightforward, marketing efforts can help set a company apart from the competition.
For example, think about an engaging website that outlines service areas and provides case studies and visuals of projects completed. Marketing can help raise awareness and position a company as a leader in the industry, which can increase the number of RFPs a business receives.
At GRIT, we dig deeper to help our clients take their marketing efforts to the next level. Through strategic planning and monthly analysis, we ensure the tactics we put in place are providing value to our client’s bottom line. Reach out to us today to learn how we can help with your next marketing project and help your company succeed!