There is still no ready recipe on how to learn Digital Marketing. The subject is very recent, colleges don’t teach and there are two options left: test and risk on your own or learn from those who have done it.
Thus, Digital Marketing specialists gain a lot of importance: they have the opportunity to know and apply new ideas all the time in different companies and discover in practice what has worked. From this experience, his books and lectures have become an important source of learning for those who want to start.
The problem, however, is that most of the time the experience of these professionals is focused on the companies that can pay them: the big ones. In this scenario, several possibilities and resources are inaccessible to those in smaller companies. In addition, specialists need to show some more advanced knowledge to justify their hiring as consultants, but that is not necessarily essential for those who want to take the first steps.
So, go to lectures, read books and follow these experts, but try to ignore some advice that does not apply to the context of a medium or small company or that deals with more advanced topics of Digital Marketing. Here are 5 of this advice we hear often:
1. Optimizations and Testing Ahead of Time
Several tests and optimizations can make a big difference in your company’s results: landing pages, keywords and ads in Google Adwords, tweeting times, email marketing times, and a variety of other fine-tuning.
The only problem is that none of this works when there’s no volume. In addition to the improvements not being statistically significant, the results will not be worth the work. There’s no point in improving a landing page’s conversion rate from 10% to 20% if it receives 50 visits per month. Your growth will be a paltry 5 Leads.
First, think about creating content and making your website attractive to grow and scale. Optimizations and adjustments are carried out when the company already has more body in Digital Marketing. Leave that for later.
2. Use Sophisticated Monitoring on Social Media
Again, this is where the big company mentality comes in. A large company needs very precise tools to be able to avoid crises, identify the effect of advertising campaigns, manage thousands of mentions and interactions daily, etc.
For a medium or small business, you don’t need sentiment analysis, influence analysis, and advanced reporting. The number of daily mentions of these companies is usually low, so you just need to follow what is being said and relate to customers (current or potential) and references in your market.
3. Produce a “Viral”
Many times, we have seen consultants treating viral actions (those that spread quickly over the Internet) as if they were something simple.
The truth is that it is very difficult to predict what will be an extreme success and what will not have such an impact, even if the action has demanded efforts and is well done.
If you are starting, think about consolidating a base and building an asset little by little, with good content and an audience on social media. The result becomes a matter of time, there is no error.
4. Make Big Investments on Every Social Network
Experts always talk about how each network should have unique content, custom avatars, backgrounds, and custom tabs.
Doing this is relatively easy when the company has an agency or several employees for the Digital Marketing area. And in a medium or small?
It’s okay to start with the logo as the avatar and the default background or tabs for each network, the difference this makes in the result is very small. Over time, your company can make a few improvements at a time. Start by focusing on the blog as content production and use social media only as a way of distribution and relationship with those who interact.
5. Expect Top Google Positions for Important Keywords
Even if your site has a good structure and pages are optimized for important keywords for your business, the main ranking factor is still the site’s authority with Google.
If you are just starting, you will hardly have enough authority to be in the top positions. Ensure URLs are friendly, page structure is well defined and content is being indexed. Forget about other in-page optimizations for a while.
Start thinking about producing relevant content and earning links. Only when you have more authority, you re-optimize thinking about the important keywords of your business.