• The Hocus Pocus of Digital Marketing


Tis the season for pumpkin spice flavorings, candy bowls at your co-worker’s desk, and ridiculous costumes that you might regret later on. However, with the happy festivities and spooky excitement, there also comes a bit of a darker side.

Stories of vampires, witches, and ghouls haunt the plots of children’s bedtime stories, and keep kids up at night. It falls to parents and adults everywhere to explain that all those creatures are just make-believe and myth – and should never be taken seriously as “real.”

This is very similar to the world of digital marketing! Business conversations are filled with their own digital marketing myths (often just as scary and dangerous), that keep business owners up at night – too frightened to promote their businesses online.

Once again, the digital marketing experts are here to explain what is actually true, and keep you from checking under the bed for spine-tingling monsters of marketing.

So sit right down for four of the most ridiculous “Hocus Pocus” myths of the digital world:

MYTH 1: Digital Marketing Isn’t Right for MY Business:

Reality: Digital marketing is for everyone.

This myth is just about as silly as the belief that having a black cat cross your path will bring you bad luck. (Dani and Thackery Binx really seemed to hit it off.) From pet stores to local restaurants, auto repair shops to politicians running for office, integrating digital products and services into your marketing strategy can bring your business to new heights of success that it has never seen before.

How can you hope to compete in the marketplace if your competition has a web presence and you don’t? Something as simple as a website can be an easy way to get found by a potential client or customer doing their everyday online searches.

MYTH 2: Creating a Website is Enough

Reality: Building a website, though a very good first step, is not a strong enough online presence to get your business noticed in the digital market.

In 1993’s hit Halloween movie Hocus Pocus, Max and the gang thought just keeping the spell book would save their town from the Sanderson sisters. However, they soon realized they would have to get creative to end their menace for good. The same kind of outside thinking is required in digital marketing!

When harnessing your digital marketing efforts, you shouldn’t focus on just one solution. What other forms of digital marketing should your company focus on? This depends on your specific industry, as well as your target audience and your personal marketing goals. For some companies it may be beneficial to focus on tools such as SEM, while others would get more out of focusing on their social media efforts. The more tools and outlets your brand becomes a part of, the more potential customers you can reach. Participating in multiple digital marketing channels is what will take your company’s marketing efforts off the ground, almost as if you owned your own broom.

MYTH 3: Any Content is Good Content

Reality: Content creation – like other marketing strategy – should be high quality and well thought out.

The Sanderson Sisters didn’t put just any ingredients into their potions – and neither should you! If you want to reach the right people the right way you need to make sure that the content is not only high quality, original content (not copied from other sites) but that it is also relevant to your target audience’s needs. This won’t just bring your desired audience to your page, but will keep them on your page longer, causing them to browse more pages and possibly come back in the future.

Don’t feel as though you don’t have enough time or knowledge of the online content landscape to really manipulate your content? Outsource your content creation initiatives to a third party!

MYTH 4: Digital Marketing’s ROI is Impossible to Measure

Reality: Business owners can easily see data from their marketing efforts to assess how their efforts have impacted their company sales and growth.

In fact, it was one of the first selling points of digital marketing tools that results are easily trackable and measureable, especially compared to methods like billboards and other print materials.

Google Analytics has the power to “put a spell” on your digital marketing efforts. Many tools such as social media, websites, and blogs can be tracked through Google Analytics to measure your results. Google Analytics has the ability to provide all the information you need to measure your ROI. Everything from how many visitors have come to your site to a deeper look into your visitors’ behaviors can help you know what works and what doesn’t, and help you create a better marketing strategy.

So just like when you were young listening to ghost stories, you have to separate myth from reality. Know which rumors about bringing digital marketing into your company’s marketing strategy are true and what is just Hocus Pocus.