Welcome to our latest series, where we’ll be busting marketing myths over two action-packed article-sodes (totally a word). Think: Mythbusters, the show, without the explosions and bad hats. We’ll uncover the truth behind marketing assumptions, while you simultaneously make more effective digital marketing decisions. Can I get a “yas, queen!”?
Ready for our first instalment? Let’s do it!
This li’l saying was first heard in the Kevin Costner classic, Field of Dreams.
In fact, it’s most commonly misquoted.
“If you build it, he will come,” was the O.G. phrasing.
But like most sayings, it’s Chinese-whispered its way around and is more highly recognised by its variation. Just a fun little bit of FYI context.
Why is this important? Because people often forget that the term was told to a mentally unstable Costner in an entirely fictional movie. From the ghost of his father. In his head. So applying it to a business model? Nope, it’s not at all fitting.
The truth is, simply building something isn’t enough. The likelihood of a potential customer or client stumbling upon your website, for example, is almost impossible if all you’ve done is ‘built’ it.
So busting marketing myths like this one is easy. It makes sense, right? Instead of just building, you must also remember to drive traffic to ‘the building.‘
Promoting, or marketing your new business, is essential to build traction. If no one knows about it, how will they know to come? If your target market has never heard of you, how will they ever purchase from you?
Much like a hotel in the middle of Nevada, with no roads nearby… Not promoting your business is like not having any roads. Instead, build the roads, put up some signs, let people KNOW that it is being built… Then again, when it has been built! Then give a reason for why they should come. Now, did someone say roadtrip?
It’s one thing to have a bangin’ product or be an absolute legend at delivering your service. But how will you communicate that to your audience? By offering value in exchange for their brand trust, yo!
Not only does offering your audience value (in the form of information, entertainment or empowerment) increase your brand’s positioning as an expert in your field, but it also helps to build relationships. Not often do we get something for nothing. So, when it happens, you can’t help but feel a little bit spesh.
Building relationships could possibly be one of the most powerful digital marketing strategies for your business. But building the right relationships is key. Are you focusing on strengthening connections within your industry? Or are you purposefully sharing content and building relationships with people, businesses and organisations who could one day purchase from you?
Build strong relationships with the right people, and won’t that have more impact on your business’s traffic generation? Exxxxactly!
Catch you on our next part of the series where we’ll be scouting more falsities in the industry and busting marketing myths once more!
Your friendly, neighbourhood copy tour manager. Here to help ambitious business rock stars like you rock your copy at every stage of your biz road trip.
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