When it comes to marketing, there are many misconceptions about this topic. Even though marketing strategies are constantly evolving, marketing is often misunderstood for what it actually is. From believing marketing is just advertising, to marketing being a one-person job…

 

Here are the most common ‘myths’ about marketing that people are led to believe:

 

1. Marketing is just about making things look ‘pretty.’

Although an aspect of this is correct, it is NOT what marketing is all about. For example, when deciding to work with a company, you will most likely check them out on their website. If the website is black and white with text all over the place, no images, and difficult to navigate, you will most likely decide not to work with them. After all, a company’s landing page tells a lot about that company. Compare this to a website that has a pop of colour, is interactive, and is informative… who will you most likely go for?

BUT, take it back a few steps. Think about it… how did you hear about this company, to begin with? Why did this company come to your mind first when looking for someone to work with? All of this is marketing. You remember a particular thing about this brand, whether that be the colour of the brand, their slogan, their advertising, or their actual product/service.

So, although marketing requires some ‘prettying’ up, we need to take into consideration the brand colours, logos, strategies, and consistency of the brand to create a positive brand image and have it stick in the minds of the targeted customers.

 

2. My company is too small for marketing.

Small businesses have the most to gain from marketing. Marketing can help you grow and maintain a strong and loyal customer base. When done correctly, marketing will generate revenue, and a solid marketing plan will encourage business growth.

Yes, although word of mouth is a powerful tool, it can only get you so far. Furthermore, you will always be at risk of losing business to new competition if you do not keep up to date with what customers want and do not promote your products/services in a way that targets your intended audience.

Small companies have fewer funds, but there can be numerous ways to do it effectively and efficiently. For example, social media.

 

3. We don’t have the time or money to market.

As mentioned above, marketing does not need to be expensive, and you will always have the time to do it if you make it a priority, which you should! Many tactics can be done on a minimal budget; some examples include:

• Online promotions
• Email marketing
• Social media campaigns

There are also many FREE online courses available to understand marketing and learn some new skills. On the other hand, outsourcing your marketing department can also be an option. This may add to your overall costs, but it is only as expensive as you make it. A reputable marketing agency can assess where you are and assist in developing a strategy that makes sense for your company’s unique needs. Your partner will help you generate more revenue to reinvest in your marketing for even greater results.

 

4. Social media is for kids.

Do not underestimate the power of social media. Social media has become an affordable and effective marketing tool to reach a wide range of people, with very little to no extra costs. Studies have shown that the average age of Facebook users is constantly growing. In addition to being useful for driving users to your website, social media channels such as Instagram, TikTok, and Pinterest are increasingly valuable advertising and shopping tools in their own right.

 

5. Marketing is easy.

Many people are led to believe that marketing is a one-person job, and therefore, it is easy… right? Wrong! Marketing is not just running a few adverts and organizing pictures. Marketing is a multidisciplinary process that requires diverse and specialized skills:

• Marketing strategy
• Project management
• Visual design (UX & UI)
• Copy and content writing
• Social Media Management
• Graphic design
• Web development
• SEO
• Data analysis
• Email marketing
• Advertising

So, you would be wrong to think marketing is a one-person job!

 

6. My customers don’t care about marketing.

They care more than you think. How you market your business will determine how your customers perceive you. Marketing is what makes your business memorable. It is believed that marketing is only there to attract new customers; however, customer retention and loyalty are the solid foundation of all long-lasting businesses. Existing customers allow you to build your brand image and reputation.

To keep your customers coming back, you also need to demonstrate your loyalty to them. You can do this by providing stellar customer support, deals, and other incentives.

But if you neglect to attend to your existing customers, it won’t just cost you their business. It will hurt your reputation and cause you to lose out on new customers. News travels fast on the internet and social media.

 

7. Marketing and advertising are the same thing.

Marketing and advertising go hand in hand; however, they are NOT the same thing. Advertising is when a company pays for space to promote a product or a service. The goal of advertising is to reach as many people as possible who are willing to pay for what a company sells.

Marketing involves a much broader picture of how customers connect with a brand. Sure, a marketing strategy can involve running several types of advertisements, but marketing looks beyond the success of an ad campaign and asks, “How does this affect our customers in the long term? And how can we keep our customers coming back after this one-time ad?”

To conclude, if you base your business decisions on the misconceptions of marketing, it will limit your business opportunity for growth. After all, marketing is all about being in the right place, at the right time, in front of the right people. So it is not all about making things look pretty, and it certainly is not an easy, one-person job!