Learning what to ignore
Over the years, I've gotten a lot of bad advice about a lot of different things. Sometimes I was wise enough to ignore this advice, and other times I've spent considerable effort digging out from the aftermath of bad advice I've followed. I don't want that to happen to you.
While I can't help you avoid bad advice about what car to buy, whether or not seafood is fresh, or what the best salons are in Paris, I can help you with digital marketing. I'm hoping this article will allow you to avoid some of the worst marketing advice that I've seen spread around at conferences, in blog posts, and spewed at various meetings. By no means is this an exhaustive list, so you'll have to stay on your toes to avoid all the bad advice out there, but this should help you steer clear of some of worst.
You've probably heard these next few pieces of bad advice before, as they are the most common bits of awful digital marketing advice I've come across. So, let's start here. If you can avoid these, you're well on your way.
"We just have to make a really cool site, and it'll bring in the traffic."
Ah, the old "If you build it, they will come" philosophy. I've heard this one a lot before. The simplest reason why this is bad advice is because, well, it's not true. In fact, most likely no one is going to come to your site. There are billions of sites out there, so why would they come to yours? Even if the site is "really cool," how will anyone know it exists? If you don't do some work (or spend some money) to get people to make that first visit to your site, you don't have a website, but rather an expensive billboard in the middle of the woods.