{"id":19762,"date":"2016-05-11T09:45:30","date_gmt":"2016-05-11T13:45:30","guid":{"rendered":"https:\/\/blog.shareaholic.com\/?p=19762"},"modified":"2017-02-06T14:36:43","modified_gmt":"2017-02-06T19:36:43","slug":"hard-marketing-truths","status":"publish","type":"post","link":"https:\/\/www.shareaholic.com\/blog\/hard-marketing-truths\/","title":{"rendered":"7 Hard Truths for Marketing in the Modern Age"},"content":{"rendered":"

Be a better marketer.\u00a0Access\u00a0our free content amplification solution<\/a>.<\/em><\/p>\n

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To no one\u2019s surprise, content<\/a> and social media<\/a> are two of the fastest growing focuses in digital marketing today. Within these are niches, such as analytical data, front-end web development, blogging, and so on.<\/p>\n

In the time that I\u2019ve been an online writer, I\u2019ve come to accept certain caveats of the industry, maxims, and tidbits of advice I believe everyone (business owners, new marketers, etc.) should be aware of.<\/p>\n

Here they are:<\/p>\n

1. Numbers Aren\u2019t Everything<\/h3>\n

When I first began to blog on a personal level, I felt every view<\/a>, click<\/a>, link<\/a>, and Tweet was the greatest thing in the world. This is still true, mostly, though there\u2019s a lot more to it than how many people follow your business on Twitter\u00a0or like your Instagram photos.<\/p>\n

On the non-numerical side of things, the overall aesthetic<\/a> of your online assets is just as important as numbers. What does that mean? Well, it is almost like how certain people can look suave in a $200 suit while others can\u2019t even pull off one worth $2,000.<\/p>\n

\"Numbers<\/p>\n

Though I may never\u00a0capture\u00a0all the clicks in the world, I still take pride in how my blog (and blogs I write for) look and feel, and are received by readers who actually care.<\/p>\n

2. Quality Trumps Quantity<\/h3>\n

As a blogger and content crafter, I frequently encounter the classic \u201cQuality vs. Quantity\u201d question. I\u2019ve shared my input<\/a> before, as has just about every other marketer on every marketing blog out there. But what you need to know is short and sweet:<\/p>\n

No one will read the world\u2019s longest novel if it\u2019s full of crap content; even fewer will read the world\u2019s shortest novel if it\u2019s full of mediocre content.<\/p>\n

What I\u2019m getting at is that it all boils down to how well you put together your posts, Facebook statuses, Tweets, landing pages, and other content. The shorter the piece, the more attractive it is to certain readers. You\u2019re never going to capture everyone\u2019s attention with the same blog post, though, which is why it is important to mix it up and give length and effort to the topics that deserve it.<\/p>\n

3. Professional Shoplifting is \u201cOK\u201d<\/h3>\n

Writers are thieves.<\/p>\n

We steal bits of dialogue we hear on the street, run with ideas we see on other sites and try to do them better, and do everything we can to use inspirational input<\/a> as fuel to output better content.<\/p>\n

\"Content<\/p>\n

It is really easy to see \u201cshoplifting\u201d in action when you visit a major news site, read the latest article on Google Panda, and find a repurposed (possibly worse) article on a competing website. There is nothing ethically wrong with writing on topics people want to read about as long as the content is original and any “borrowed” information is linked back to the original source.<\/p>\n

4. Social Media Is Hard<\/h3>\n

At least, this is true for small businesses with admins who have no clue what\u00a0they are doing<\/a>.<\/p>\n

The thing about social media is that no one has<\/em> to like or follow your pages — and if they do, they don’t ever have<\/em> to tune into your messages. In fact, why should you expect a real person to willingly choose product promotions\u00a0from an impersonal brand over status updates from actual friends and family members?<\/p>\n

You can\u2019t expect this from your customers. Instead, you have to convince potential followers that the content you publish is informative, entertaining and worth its place on a newsfeed. Inexperienced marketers (or interns, assistants, etc.) responsible for a company\u2019s Facebook page might go into it expecting 1,000 likes and shares a day only to be shocked at how challenging it is to gain traction.<\/p>\n

Patience pays off on social media, as does research<\/a>, awesome writing<\/a>, and a touch of\u00a0creativity<\/a>.<\/p>\n

5. You Can\u2019t Do Everything<\/h3>\n

When I go into a small businesses and see a sign that says, \u201cFollow us on Facebook! Google Plus Us! We are on LinkedIn! Find us on Twitter! Connect on\u00a0Instagram, Pinterest, our blog, YouTube, website, Tumblr, and everywhere!\u201d I get annoyed.<\/p>\n

\"Social<\/p>\n

Companies that don’t yet understand etiquette in a social world<\/a> are quickly demonized — or worse, ignored.<\/p>\n

Brands should\u00a0start slow with no more than\u00a0two platforms that already captivate\u00a0their target audience. Do you own a crafts store? Pinterest and Instagram are obvious go-tos. Are you a concrete contractor? A\u00a0YouTube channel for short films is not recommended.<\/p>\n

Pick your battleground wisely, and remember that it is a war zone out there where you must\u00a0constantly\u00a0fight for\u00a0users’ attention.<\/p>\n

6. There Is No One-Size-Fits-All Answer<\/h3>\n

Social media and content marketing frequently evolve. People are coming up with new tools<\/a>, platforms are becoming more interconnected, and on and on. It is unclear how things will be in\u00a0a year’s time\u00a0since consumer habits and technology change at such a rapid pace.<\/p>\n

One important thing to always remember is: don’t let the self-proclaimed experts fool you.<\/p>\n

The best advice is to take recommendations\u00a0and the things you read with a grain of salt. Some people definitely know what they\u2019re talking about, others\u00a0don\u2019t. When it comes to social media and content, do what you are most comfortable with as long as it shows a\u00a0modicum of results<\/a>.<\/p>\n

7. Online Marketing Is Indispensable<\/h3>\n

If you are not currently marketing your business online, you should be. Why? Because\u00a0your customers are all over the web (and on mobile<\/a>).<\/p>\n

People shop\u00a0online, chat\u00a0with friends, share new products they bought on Facebook, compare\u00a0prices, look up directions and hours of your place of business, and so on. You need<\/em> to\u00a0develop\u00a0solid digital assets because that is what consumers expect.<\/p>\n

It does not matter if you run a\u00a0bakery, a call center, marathons, or whatever \u2014 social-content marketing is the only way to network in the digital age.<\/p>\n

Final Thoughts<\/em><\/h3>\n

Before wrapping\u00a0up this post, here is an important cautionary warning:<\/p>\n

Overdoing it is almost worse than not doing it at all.<\/p><\/blockquote>\n

Over-aggressive sales and messaging is\u00a0the\u00a0quickest way\u00a0to lose customer faith and followers. You will also burn through\u00a0money and patience, but that\u2019s a conversation for another day.<\/p>\n

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About the author:\u00a0<\/strong>Brennan Girdler is the Content Writer and Editor for Chic Marketing by Grammar Chic, Inc. Follow him on Twitter @ChicMarketingGC and find his thoughts on digital marketing here<\/a>.<\/em><\/p>\n

An expert on blogging, content marketing, social media, or native advertising?\u00a0We want your contributions<\/a>.\u00a0<\/em><\/p>\n

\"Shareaholic<\/a><\/p>\n

Let’s talk careers.\u00a0Join Shareaholic<\/a>.<\/em><\/p>\n

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Be a better marketer.\u00a0Access\u00a0our free content amplification solution. To no one\u2019s surprise, content and social media are two of the fastest growing focuses in digital… 
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