A lot of marketing advice is great, including valuable insights with real world examples that can help you avoid mistakes and find the right path. But there’s also a lot of bad advice that you do need to avoid so you don’t end up wasting time and effort.
This can be challenging when you’re starting out, as you don’t know who to trust, but here are three common digital marketing tips which are often misconstrued or misinterpreted which might help you avoid some simple mistakes.
1. “You need to write longer posts”
Content marketing is a key element of any digital marketing strategy – at the very least, you need to have some content on your website so Google knows what your page is about and can ensure you rank for relevant searches.
But the SEO element is also the cause of this often misinterpreted tip.
This leads to people advising that all businesses need to create longer posts, which is not always the best approach.
If you feel that you need to write a 5,000 word post to get your point across, then there is an SEO benefit in that and you should do it. But don’t write longer posts simply for the sake of having more words.
A well-researched, well-written post will perform better than one that you’ve stretched out in order to reach a theoretical word limit. A well-written post will also perform better because more people will engage with it, as opposed to pumping out novella length descriptions that no one will ever read.
2. “You need to post less”
This is another one that’s misconstrued based on the data – while you can undertake broad ranging studies which incorporate millions of posts, they don’t always have the same bearing on each specific business or industry.
For example, a long-held approach has been that you should limit your posting frequency on Facebook because you don’t want to flood people’s News Feeds and annoy them. Getting too many updates from anyone can be irritating, but the evolution of Facebook’s News Feed algorithm has seen most business Pages lose the vast majority of their reach either way.
By most reports, Facebook Pages are now seeing organic reach in the single digits, meaning your posts are only ever going to be seen by a small proportion of your audience no matter what you do (or at least, without paying for more reach).
Given this, businesses should consider posting more often to Facebook – not once every 15 minutes necessarily, but you might want to try upping your frequency then monitoring your Page analytics to see if there’s an uptick in unfollows and related metrics.
There is no definitive rule on how often you should post or tweet or Snap, you need to experiment and see what works best for your audience. The more you can post – without annoying your audience – the greater your reach potential.
3. “The best time to post is…”
There are lots of guides online that will advise you on the best times to post, and these are great as an indicative measure, but they may not be reflective of your audience.
For example, the best time to post on LinkedIn might be 11am on a Friday. But is that local time or international time? What if the people you’re seeing the best response from are in a different time zone? What if your key audience is totally different to this – new parents, for example, are highly active on Facebook between 4am and 7am.
Generic guides are helpful as exactly that, guides. But in order to truly understand the best time for your business to post, you need to study your own analytics.