1. You have to look and sound like a “Big Player”.
This is just not true. Here’s your rule: be authentic. You are good at what you do, and you have a passion that is not always evident in the bigger firms.
2. You business must be on Twitter, Google+, Facebook, LinkedIn, Pinterest, yadayadayada…
Go where your clients are. Take a good look at your audience. Use the channels that appeal to them. Twitter is more widely used by millennials than any other group, Pinterest is mostly women. But what about fast foodies? or moms? Do the research and put your effort in where you get the closest to your perfect customer. (I don’t even know if there is such a group as “fast foodies”… I mean, there probably is.)
Another thought: What kind of content are you creating? If you are dedicated to posting your special deals 3x a day, you are likely to lose your Facebook audience. Tech tips? You may get better engagement on Google.
Plus! Do you have any idea how much time you can spend on this stuff? The more channels, the more work is involved in finding the right image sizes, the way it posts when you click that button… etc. Each site has its own rules for engagement. If you aren’t using them properly, it can hurt more than help your brand.
3. ‘Email is dead’ or ‘Print is dead’!
I cringe every time I hear these words. Sure, email goes through cycles but it still has a definite impact on sales, when done correctly. Printed materials are great as leave behinds, especially for qualified leads who aren’t quite ready to buy. They may not remember your website, or your Facebook page, but they will surely clean off their desk at some point.
4. “Content Marketing” is free.
Well, that depends on your business… but to create a solid and cyclical audience, you should be leveraging your social media and your website visitors, consistantly and strategically. This takes planning, research, and time. How much is your time worth?
5. Focus should be on the sale.
This may have been true in the old days, but it’s just not anymore. You will be undersold, you will compete with quality. Focus on the message. The message is how you connect with your audience, as a human. The message is a belief or a value that you possess that your competitors don’t. Roll that into the sale, but not before they get a chance to “know, like and trust” you and your company.
6. Sharing your expert knowledge just giving it to your competition.
A lot of folks hold this information close to the vest. But the thing is, savvy consumers of the information age research every purchase. If you can position yourself as an expert in front of them, then you are ahead of the game, and the competition.
7. Everyone should have a blog.
Nope. If you aren’t going to keep it updated, and create new, actionable or informational content. Don’t do it. If you have a 3 years old post with information about social media, I’m not gonna read it. If your last post was 5 months ago and you never answered your comments, potential clients are probably going to bounce.