So far, we’ve tackled a few old-school mentalities that keep businesses from being successful in the digital space. If you haven’t already, you can check out the previously-written “We’re Not Digital” myth, the “IT Department Has This” myth, and the “Having a Website is Enough” myth.
This time around we’re talking about a myth that’s not an objection to digital marketing as a whole, but an unwillingness to practice it consistently.
“We did some digital marketing once. We’re good now.”
Saying, “We already optimized our website” is a little like saying “I already saved up for retirement,” or “Instead of brushing my teeth a couple times each day, I do it for 24 hours straight, once a year.” The important thing to understand here is that, like those other things, digital marketing can only be as effective as it is consistent.
This is one reason you should be wary of SEO vendors who are eager to sell you a once-and-done optimization package. The only person who wins that game is the guy who scattered some keywords around your website, cashed your check, and called it a day. The trustworthy digital marketing partner you want isn’t looking for an easy project—the right agency is up for the challenge of ongoing maintenance, testing, progress reporting, and accountability.
And, while we’re on the topic, that “new” website from five years ago is overdue for a modern content management system (CMS) and a fresh redesign. Do your brand (and your team) a favor by scheduling a comprehensive website update every three or four years, and plan for smaller tweaks along the way.
If nothing else on this topic sticks, remember this: Digital marketing is a lifestyle, not an event.