Content Creation vs. Marketing
Content Creation is NOT Marketing.
There’s a big difference between marketing / advertising and content creation. Content creation is an important aspect of a successful marketing campaign, but it’s just an airplane without a pilot. Without the pilot it can’t do anything except look good in a hangar. But we don’t see too many folks lining up to see an airplane in a hangar.
Online you’ll find lots of businesses that hire content creation companies masquerading as marketing agencies; and the results are usually pretty heartbreaking. A beautiful video or eye catching set of images is an absolute must for businesses, but only if it’s being pushed to the right audience and marketed effectively.
Don't Waste Money on Content Alone.
What’s the use of creating a beautiful video of your business services if you have 12 followers on Instagram?
Any marketing agency worth their salt should be able to provide a marketing campaign that includes content creation. You should never pay two different companies to create an effective campaign – it’s a waste of time and a waste of money.
Don't Get Lost in the Sauce.
Independent contractors and other niche marketing agencies will always use words like “influencer” or “digital creators” to make it sound like they have some expertise in marketing, but those are just fancy words for “content creation.” Don’t be fooled by how many followers a content creator might have as a way to judge their success. Remember, it’s now about how many followers they have, it’s about how they can help your business reach the right audience.
Without a good marketing plan, the content is just a fancy looking airplane in a hangar somewhere.
What To Avoid When Choosing Your Marketing Agency
Avoiding the agency scams.
If you don’t know anything about marketing, you’re going to have to find someone who specializes in it. But just like trying to find a mechanic for your truck, this can be an expensive and tiring act of futility. It’s hard to know who to trust when you don’t know ANYTHING about marketing your business online.
Let me set the scene. A 30-something guy in casual dress clothes comes into your place of business and starts throwing words and phrases around like “Actionable” or “Conversion Attribution” or “Search Engine Optimization.” He says he can increase foot traffic in your store and get your business’ website to the “top of Google.” So you listen to this guy talk and you’re sure something isn’t right. You smell the BS, but you can’t quite find it. Why? Because you don’t really understand what he’s saying; all you know is that he says he can bring more customers to your business. Maybe you ignore your BS detector and let him give you some information about how his agency can help your business.
“Digital Marketing should be your top priority.”
He tells you that digital marketing should be your top priority. He says he did a little homework before he came and you’re way behind your competitors. He gives you charts that don’t really make any sense to you, some pictures of your website (or Facebook) with notes attached to it and he says that this is something you need to address right away. This man sounds like a doctor giving you a cancer diagnosis – but he’s the only one that has the cure. Does this sound familiar?
Don’t Step in the BS
We hate to be crass, but honestly that’s about as blunt as we can be about this scenario. First of all, rest assured knowing that if you’ve been in business for over 24 months, you’re doing just fine. Almost 40% of businesses fail within the first two years. If you run a good business, the customers will always find you through word-of-mouth recommendations. Any marketing agency that tells you that your business is failing or falling behind, without talking to you, is absolutely full of it. An analysis of your business isn’t just Googling you and your competitors, it’s about listening to your goals and trying to understand your situation. How can anyone market your business effectively without knowing your business goals?
The Cost
Any marketing agency that gives you a quote before they talk to you about your business or your goals is absolutely trying to take your money. No, really. They’re trying to steal from you. Buying advertising is not just buying TV time or a billboard. There is no set cost for any business because each business has a different set of goals. We’ve had clients ask us, “What’s the catch?” after presenting them with a quote after a proper analysis. Not all small businesses should not spend thousands of dollars on advertising in the first three months. Honestly, very few small businesses should ever spend that kind of money on advertising.
Advertising takes time. Like fishing, it can be a long process of trial and error that requires patience – but once you find the right bait and the right spot, you’ll start catching fish with ease. It’s important to find out what works and what doesn’t before you invest all of your hard earned dollars into something that DOESN’T work. We understand that when you’re trying to run a small business, every dollar counts. That’s why we pride ourselves on over-performing and exceeding the results of other digital marketing agencies at a fraction of the cost.
If you’re a small business owner and you’d like to talk about your business goals, or just need advice, contact us today.
What is Digital Marketing?
What does digital marketing do different than traditional marketing?
While traditional marketing can be a powerful tool, it doesn’t allow you to directly connect with your customers. Whereas digital marketing offers a higher level of engagement and interaction.
Like it or not, digital marketing is the future and the future is here. Over 73% of e-commerce sales will be from smartphones by 2022.
Do I need digital marketing for my business if my business isn't online?
We have always believed that the best advertising is providing a fair, affordable service and relying on word-of-mouth. But as times change, more and more people are looking towards the internet for all of their needs. Whether it’s a chimney sweep, a welder, an electrician or a shoe shop – everyone needs to have a digital presence, so when someone does recommend you, you’re easy to find.
Is digital marketing expensive?
No. Digital marketing, working in conjunction with a strong online presence, can be the most cost-effective form of advertising for a small business. The results you get from a digital campaign can be measured accurately – there’s no guessing. You’ll know exactly who’s trying to find you, why they can or can’t find you, and what you can do to improve.
