Marketing myths that are costing you money

[suchona.kani.z]

Assumptions, as this phenomenon was described by Mr. Řezáč and Mr. Kvasnička , destroy good ideas. We often believe that the best way to communicate towards Generation Z is to accurately measure the performance of the marketing channel and to make it clearly visible in the brand campaign. Unfortunately, all this is pure phantasmagoria. Rand Fishkin and Bob Hoffmann will explain why.

Assumptions are like an invisible giant that breaks down marketing for us
A presentation by Rand Fishkin , founder of the MOZ tool and author of several books on SEO, had a similar title .

Rand talked about all kinds of prejudices that exist in digital marketing, like how girls aren't good programmers, or why we work 80-hour weeks even though we can't stay productive for that long.

The marketing world around us forces us to believe things that we shouldn't take seriously.

Assumption #1: Marketing investments must be measurable and returnable in terms of ROI
The easiest channels to measure are: PPC, social media, remarketing, emailing
These, on the other hand, you basically won't measure at all: Word of business owner database mouth, SEO, social media (organic spread of topics), quality content, PR
Who among you would prefer PPC advertising over a friend's recommendation when making a purchase? No one. Focus on the big picture and the potential return.

Focus on potential

Assumption #2: Search traffic comes from SEO or PPC
But yeah, about 55%, other users search through less traditional formats: feature snippets, images, local results, videos, and more. How to get into these results? High-quality page content, structured data, etc. will help.

Non-traditional search channels that users click on

Assumption #3: Content marketing means publishing on our website
Why limit yourself? Content marketing should consider creating content across the internet. If your site is new or doesn't yet have a good reputation with Google, it's much more interesting to publish elsewhere . Some of the best include Slideshare (a social network full of presentations and infographics), Pinterest, LinkedIn, and YouTube .

When you manage to rank first in search, it's not necessarily because of keyword optimization and technical aspects. Google is trying to offer users answers. The key to success is: solve the user's problem better than your competition and Google will love you.