Digital marketing has gained popularity in the last few years as the business world has switched from analog to digital. In fact, many businesses today of all types and sizes have shifted their operations from the physical to the virtual world. Construction is no exception. In fact, according to a 2023 Digital Business study, 93% of organizations today have adopted or have plans to implement a digital-first business strategy.
Building an online presence has become a number one priority for any business. That is why, as a construction business owner, you have to invest in digital marketing and rely on some of the latest and best practices. But bear in mind, because of the constant evolution of technologies and consumer behavior, there is no shortage of myths and misconceptions about digital marketing – that may affect your marketing efforts if you believe in it.
In this article, we will debunk some of the most common myths about digital marketing so you can move forward with the best strategy for your construction business based on facts and not misconceptions!
But Why Debunking These Myths is Important?
Before you even begin creating a digital marketing plan for your construction business, you must ensure you boost your current knowledge about this world to avoid common misconceptions and myths.
Believing easily in false information is a huge problem. Take note that incorrect or misleading stories you will hear are often fabricated without the quality of being checked. As part of the public online, you will deal with tons of misinformation, whether news about your industry, technologies, and so many others. Falling for any of these will lead to consequences on your part.
So, make an effort to debunk misconceptions and find the truth. If you want to know how you can tell facts from myths about digital marketing, here are some tips we want to share:
- Do your research. Know about digital marketing on a deeper level.
- When you read misleading information, double-check
- · You can also visit online forums and ask questions from the top marketers.
- Get the latest information from trusted websites and reliable, credible sources.
- Be responsible with the information you consume and know.
What are the Most Common Myths about Digital Marketing?
Finally, we are on this part. Discover some of the most common misconceptions about online marketing and learn a thing or two.
1. Digital Marketing is only for Big Businesses
One of the most common misconceptions you will encounter about digital marketing is that it is only exclusively reserved for big companies that have enormous budgets. While huge companies and organizations invest heavily in online marketing and already have large followings, there is still a niche for your construction business in digital marketing to thrive.
In actuality, online marketing is perfectly suitable and tailored for all types of business. Due to the scalability of digital marketing channels like Google and social media, even the smallest businesses can successfully compete in the digital landscape.
The best part about this, especially if you are new to digital marketing, is that you can start with a small budget. Go online, and you will see social media accounts are open and free! Also, Google provides free tools to analyze your website.
2. SEO does not matter
No matter the size of your construction business, SEO must always be one of your top priorities for your digital marketing plan. SEO is great for small businesses that aim to reach a wider audience.
To those who say SEO is not relevant anymore, they are the ones who have no idea what they are talking about. According to our SEO experts here at ConstructionMarketing.io, SEO will always be the key to organic traffic, increased engagement and authority, and expertise in your field – all bringing more visitors to your website.
Under SEO is Local SEO, which refers to optimizing your website to rank higher in the search results in specific locations. Like one from the other, Local search engine optimization has a potentially huge impact on your bottom line; therefore, it is worth investing.
3. Huge Traffic Equates to Huge Sales
Another digital marketing myth that has been rampant for a long time is that huge amounts of traffic to your website means your sales volume will increase. It sounds too good to be true. Well, it is. However….
What matters most for your construction and its revenue is its conversion rate. To put it simply, when people find your website and visit it, that is called traffic. Once these people convert as paying customers and consult with you, this is considered a conversion.
The average conversion rate is usually below 5%, although that heavily depends on your sector and business model. The latest studies and surveys in 2023 show that the average global conversion rate is 3.68%.
4. AI is not a big thing
You have probably heard about artificial intelligence (AI) and all the wonders it brings to many businesses already. AI is, in fact, one of the most exciting technologies to date in the world of business, despite the negative feedback about it.
AI has the potential to transform and change the digital marketing landscape. Digital marketing is already a massive industry, and the growth of Artificial Intelligence will only enhance and reinforce it. One of the major ways that AI can transform the digital marketing space is through a more improved user experience and reinforced brand awareness.
AI allows marketers, business owners, and leaders to gain deeper access to the behavior, needs, and journey of the consumers – this helps so much when it comes to personalization, which will be discussed next, and branding.
5. Personalization is creepy
One of the most talked about myths about digital marketing is the assumption that personalization is creepy. When you dive into digital marketing, you will learn about the importance of personalization and the role it plays in reaching your target audience effectively.
People who do not know anything about personalization will think that it is creepy or questionable just because it mainly involves getting to know the audience intimately. Realistically, personalization must be implemented firsthand in this way to get to know your target construction clients.
Here are a few statistics that show the impact of personalization:
- 81% of consumers expect brands to know them as well as when to market to them
- 79% of consumers take advantage of brand promotions if they are tailored to past interactions with the brand.
- 77% of customers get disappointed when they receive marketing content irrelevant to their interests.
As shown above, personalization is not creepy at all. Most people expect businesses to deliver personalized and customized experiences through their marketing.
6. Marketing results cannot be measured
Other marketing myths have lived long enough and become deeply rooted in the minds of many business owners. One example is the belief that online marketing results cannot be measured or tracked.
We confirm that it is completely false. In reality, marketing results can be tracked. Not only can you track it, you can also measure almost everything, like the below:
- Tracking organic and paid traffic: Google Search Console, Google Analytics
- Measuring backlinks, number of keywords, keyword position: Ahrehs, Semrush, etc.
- Impressions, CTRs, clicks: Google Search Console
- · Website Interaction, Heatmaps, User Sessions: Hotjar, Crazy Egg, etc.
7. It is too late to start Digital Marketing
If your construction business has not taken advantage of digital marketing yet, your first thought will be it is too late. But it is not true at all!
Whatever the stage you are in your business, it is never too late to invest in digital marketing. As a matter of fact, there are many benefits to starting a campaign later in the game. For instance, your business may be more mature and highly established already. This factor will put your business in a position where it benefits more from targeted campaigns, resulting in greater lead acquisition and wider reach.
In addition, you already have a wealth of data and analytics from your company to help you further optimize your digital marketing efforts.
8. Digital marketing is cheap and easy
Another big myth about online marketing is that it is cheap and easy. Unfortunately, it is not, especially if you lack knowledge and expertise. Digital marketing requires a lot of market research, planning, analysis, and execution.
It is not a one-time activity but rather a rigorous continuous process that needs to be constantly monitored, managed, and optimized. Also, digital marketing is not cheap but not overly priced. In many cases, agencies charged at reasonable prices.
Digital marketing involves a lot of investing in many different tools, channels, platforms, and quality resources – all of which will help you achieve your marketing goals.
That is why it is not cheap nor easy, and may even lead you to a decision to partner with us……
We are ConstructionMarketing.io
Never believe in all myths you encounter or fall into any misconceptions about digital marketing. If you do, you will never have the opportunity to leverage the power of Digital Marketing. Be diligent in your research and always stay up to date on the latest news and emerging trends online.
At ConstructionMarketing.io, access to accurate information and insights from the best experts is just one click away. We can help you verify facts from myths!
We are a full-service construction marketing agency with deep expertise in everything marketing. We work exclusively with people from the construction sector – from builders, contractors, and small business owners. Trust that we know what is best for your business and your entire digital marketing campaign.
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We cannot wait to help your construction business emerge as a dominating force in your sector and the digital landscape.