The world of marketing changes at such a pace that it’s easy to get stuck in old ways of thinking. What was right one day can be outdated the next.

Here are five common misconceptions to help you avoid the antiquated and get the most from your brand and marketing activities going forward.

1. Having a website is good enough

Gone are the days when just having a website was good enough to be found. There are countless websites out there competing for audience attention.

You need to offer value to be found. Real value catches the eye and engages people. Provide useful information, solve a problem or answer the questions that people are asking. By putting yourself out there and sharing valuable content you will be more memorable to customers and different to the majority of competitors.

2. Word of mouth is all we need to increase sales

Word of mouth is a powerful tool used to spread a positive image of your brand. Many companies still heavily rely on word of mouth for marketing and sales, often being the only method used over many years. It shouldn’t be abandoned in your approach, but it shouldn’t be the only method you rely on.

Word of mouth happens organically and can have both positive and negative effects on your business. We’ve all tried a restaurant following a recommendation from a friend, but we’ve also avoided a place after hearing bad things through the grapevine. It doesn’t take much to lose a good reputation and have nothing to fall back on.

Digital has now transformed word of mouth. Social media platforms are useful communication portals to see what people think about your brand, products or services. You can see real time reviews and adapt your approach to improve in the future.

3. Branding is expensive

Branding isn’t expensive – it’s invaluable.

Branding can be done on any budget. The key to successful branding is making sure you have carefully defined your ideal audience, and that your messages speak directly to their needs, beliefs and values.

Being consistent and clear with your messaging, along with a positive customer experience, will lead to a successful brand being built. As a brand encompasses everything within a business, anything you do can be utilised to communicate your brand – even your email footers!

4. We need to get as many people as possible to our website

Very rarely is quantity preferred over quality. In most cases, traffic to a company’s website is no different. A large volume of visitors isn’t useful if you aren’t relevant to what the visitors are looking for.

Which would you prefer: getting 10,000 wide-ranging visitors to your website that lead to 5 inquiries, or 100 carefully targeted visitors that produce 15 inquiries?

Spending a little time and money on a planned strategy can make a huge difference to the quality of visitors to your website. Perhaps a guest blog post on a niche website will favour your sales over a half page spread in a national magazine.

5. We don’t have the internal resources for marketing

This shouldn’t be an excuse to ignore or avoid marketing activities. You don’t have to be a marketing expert to successfully market your business.

Utilising an experienced marketing agency will benefit your business more than you think. Expertise, scalability and efficiency provided by an agency will allow you to focus on what you do best, with the peace of mind that your marketing is being taken care of by people who make a living on getting it right.