Show Notes

It’s the end of the year, which means that a lot of people are getting ready to launch into next year and looking to get their marketing upgraded or even just started. Marketing. Ads. Social Media. There are so many misconceptions to cover!

Because of this I wanted to jump into a few marketing myths that I hear all the time.

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Hey there. Thanks for listening and welcome to the marketing matchmaker podcast. If you're looking to grow your business, increase your revenue and scale your impact all while staying true to who you are and the people you serve. This is the show for you. I'm Jennifer Tamborski, digital marketing strategists, fractional CMO, and founder of Virtual Marketing Experts. My team and I work with six and seven figure coaches, consultants, and online entrepreneurs who are tired of playing the guru game of one size fits all marketing. They're ready to create a business and marketing strategy that actually builds relationships with their ideal clients creates massive shifts in their business and rapidly increases their revenue. As your marketing matchmaker, I'm going to help you find the perfect marketing match for you. This show will teach you how to reach your ideal client, connect with your audience, build that perfect relationship and generate more revenue. All through a process I like to call dating your ideal client. Now let's go have some fun!

Welcome back to Marketing Matchmaker. When I’m developing content, I generally start based on what I’ve been talking about to my clients, colleagues or potential clients. This gives me a really good jumping off point as to what everyone needs to know right now. As my audience I would love to learn more about what it is you are looking to learn about. 

 

What is that burning marketing question that no one seems to be answering. I really wanted to know, so I created a quick survey to ask that question. Head over to yourmarketingmatchmaker.com and tell me what it is you want to hear in the coming episodes.

 

This is the end of the year, which means that a lot of people are getting ready to launch into next year and looking to get their marketing upgraded or even just started. Because of this I wanted to jump into a few marketing myths that I hear all the time. 

 

So when I started outlining this podcast, I realized that this was going to be a very long podcast if I did all the myths in one episode, so I decided to break this down into 2 episodes. Let’s get started!

 

In case you missed it, the title of this episode is the marketing myths that are KILLING your business. I can’t tell you how many times I run into people that have these myths on the tip of their tongue. 

Reality is: if you learned or believe any of these myths, know that you are putting the stability and growth of your business on the line by believing them. 

 

When Done Well, All You Really Need to Focus on Is Social Media. 

Did you know that in 2021, over 3.7 billion people worldwide were active on social media? I can hear you right now saying that just that statistic should tell you that Social Media can grow your business. And you’re right it can. And I’m going blue in the face from preaching the perils of an over-reliance on social media.

 

The fact of the matter is the social media platforms own your content on their sites and more importantly they own your audience. 

 

You, my friend, are just renting space. 

 

None of the information that you post on social media is solely yours, once you post it on the platform that social platform is now in control. 

 

That means that at any point if the social platform decides to, they can shut your account down without any notice. And then you lose access to all that content and more importantly to your audience. 

 

What does that mean for you? It means that you're vulnerable. That your business is vulnerable if you do not have another source of communication to your audience.

 

As a digital marketer who uses social media to grow my business, I’m going to tell you that trying to only use social media to grow and scale your business is a BIG mistake. You should absolutely be on social media, however you want to use it as just one means of marketing. Social media should be part of your integrated marketing strategy, it in and of itself is not a marketing strategy.

 

Facebook Ads Are All I Need to Make Millions of Dollars. 

Here’s the thing- marketing and advertising are not the same thing at all. If you’re talking about your Facebook or LinkedIn ads, you are discussing your advertising only. Advertising is essential to good marketing, but it might not even be half the battle. 

 

Ads go hand-in-hand with a variety of other marketing methods. Ultimately, you want to get customers interested in your brand and lead magnet. Keep in mind that marketing is a multi-step process and should encompass every stage of the Dating Your Ideal Client method.

 

Look, I’m a Digital Marketer who specializes in driving traffic via paid social, and I know that marketing is a multi layer effect. It generally takes 7-10 touches before someone is ready to buy from you. This means that they need to see and interact with you 7-10 times before they commit. 

 

When you use ads in conjunction with your other marketing activities, you have the ability to quicken the pace of the connections and the speed at which someone goes from introduction to commitment. Ads should be only 1 piece of a really effective marketing campaign. 

 

Pro tip when running ads: Facebook is the leading social media platform for paid traffic and it is supremely effective. Yes it can create awareness, generate leads and increase sales. Even after the IOS update, Facebook Ads are still an incredibly effective way to market and grow your business, so it should be part of your overall marketing strategy.

 

When developing your ad campaign, keep in mind nobody likes a brand that constantly pushes its product.

 

Just because you’re investing in a paid ad, it doesn’t mean it only has to be about the end of your sales funnel, a.k.a. the “ready to buy” or decision stage.

 

Aligning your campaign with your entire sales funnel is a better way to go about it.

 

So a 3-step ad sequence with separate creatives for the awareness (guides, videos, checklists, etc.), consideration (case studies, free trial, demos, etc.), and decision (limited-time discounts, retargeting abandoned carts, etc.) stages of the funnel works better.

 

In short, use your ads to make a connection with your audience, don’t just hard sell.

 

Marketing is Only to Acquire New Customers or Leads. 

Marketing is about so much more than just acquiring new leads or customers. It’s about building your brand, establishing you as the expert and keeping the romance alive (maintaining your relationship) with your existing or past clients. 

 

If your focus rests solely on collecting customers, they’ll leave as quickly as they came. It’s crucial to generate some level of lifetime value that you can offer your customers, so you can show that you’re still useful to them after the initial purchase. Incentivize them to engage with your brand and continue to refer people to your business. 

 

Marketing Will Get Results Right Away. 

So often business owners find themselves disappointed when their marketing efforts don’t create results immediately. Unfortunately, this myth often has people giving up before they even really get started. So often I see coaches implementing one digital marketing tactic after another and giving up because they get discouraged when they don’t see immediate results. 

 

I get it, everyone wants instant gratification and to be able to see that their marketing efforts are making a difference immediately. 

 

Reality is: that while digital marketing is more likely to produce results than traditional marketing, it still takes time to get to that payoff. Marketing is a long game, it takes time, effort and investment to create the results that you want. 

 

Begin with the thought that marketing is both an art and a science. Instead of focusing on seeing results immediately, make sure that you're doing your marketing well. Make sure that you know your ideal client inside and out and that your messaging is designed specifically for them.

 

Here’s the truth: even if you have amazing ads running, it can take months to crack a funnel, to find that message that gets people to buy every time. 

 

Remember that there is a process to marketing, that when implemented correctly, will result in success. However, that success takes time and data to determine what is going to work best with your business and audience. More importantly it also takes flexibility and an understanding that if changes arise (like the IOS update) we get to flow with those changes instead of fighting against them. 

Thank You for listening to the Marketing Matchmaker podcast. If you enjoyed this episode, I would love to hear your feedback. Please head over to iTunes and leave a review so we can hear from you. And if you are a coach, consultant, or online course creator who are looking to grow your business, increase your income, and scale your impact connect with me at yourmarketingmatchmaker.com. I look forward to hearing from you.