How Do Leaders Address Market Misconceptions With Clients?
Advisor Brief
How Do Leaders Address Market Misconceptions With Clients?
In the ever-evolving landscape of client engagement, seven marketing professionals and founders share their experiences in dispelling market misconceptions. From addressing personal branding myths to correcting misunderstandings about marketing strategies, these experts provide insights into navigating these critical conversations.
- Addressing Personal Branding Misconceptions
- Challenging Social Media Platform Stereotypes
- Updating LinkedIn Myths with Clients
- Clarifying Paid Search Bidding Strategies
- Debunking Cybersecurity Solution Myths
- Expanding the Definition of Public Relations
- Correcting Marketing Strategy Misunderstandings
Addressing Personal Branding Misconceptions
I work with clients in personal branding. While there is no myth per se, the biggest misconception by clients is that they think there is a ready formula for virality and follower growth. I understand where they're coming from. They are eager for growth and would do anything to make it happen.
Before onboarding a client, I have a conversation with them about what's realistically possible and what isn't. I tell them about how we focus on consistency and relevancy instead of sharp growth in followers. Most clients find this honesty a refreshing form of kindness.
And for those who still chase fast growth in numbers, without understanding the fundamentals behind steady growth, I've found it is best to not work with them. The experience will ultimately be very draining for you.
Challenging Social Media Platform Stereotypes
One of the more interesting misconceptions that I've encountered is the selection of social ad platforms for digital advertising purposes.
We all make assumptions about who is engaged in each of these audiences—for example, Facebook is mostly for Baby Boomers and Gen X, TikTok is for Millennials, etc. While certain demographics may use these platforms in higher numbers, it doesn't mean you can't reach other audiences on these channels.
As an example, I'm running campaigns targeting Gen Z and Millennials that are incredibly successful on Facebook, which contradicts what we think about who uses the platform.
I think the lesson here is to not get pigeonholed by your assumptions. Think you can't reach a younger audience on Facebook? Test and find out. Think you can't reach a B2B audience through Meta, TikTok, or X? Test and find out. You could be missing an opportunity to reach your audience based on what you THINK to be true.
Updating LinkedIn Myths with Clients
One thing you can count on is change—rapidly and without adequate explanation. I encounter old myths and outdated ideas when it comes to clients thinking LinkedIn is just a passive job board. Rather, it's become an active billion-member global water cooler, in effect, an efficient conversation place for sharing ideas across time zones, languages, national boundaries, and industrial silos. So, I advise my clients: do all you can to make it yours.
Tell why you do what you do in a way that makes you 'amazing-er' (my word) than your competition. Tell us how you contribute to your market, and why your perspective and thought leadership are worth following. Adopt LinkedIn’s ever-changing platform to keep your audiences enthralled with your concise, cogent, consistent, compelling points of view and viewpoints. Make it your habit to be continuously excellent, reliable, and relevant in sharing your personal career narrative with new material, so that referrals will come to you.
Clarifying Paid Search Bidding Strategies
A common misconception we see from small businesses to seasoned marketing professionals is thinking they need to restrict bidding amounts based on the time of day and seasonality in paid search campaigns. The fallacy here is that people think if customers aren't searching for their keywords, then they shouldn't be targeting them.
In reality, if users don't search for their keywords, their ads won't show up, and it won't cost them anything. If they do search for high-quality keywords during unusual times or seasons, then that's usually still great traffic. All else being equal, it's rare that during times of low search volume, the conversion rate and user quality are worse than during higher volume periods.
Communicating this can be a challenge, but reminding clients that they are only charged per click helps get the point across. If users aren't searching for it, they aren't clicking, and it isn't using up your budget.
Debunking Cybersecurity Solution Myths
Navigating misconceptions or myths in the cybersecurity market is a significant aspect of our work at Sequretek. Our experience in this realm has been both challenging and rewarding.
A common misconception we often come across is the belief that cybersecurity solutions are only necessary for large enterprises handling sensitive data. However, in today's digital landscape, cyber threats target businesses of all sizes and industries. We emphasize the importance of proactive cybersecurity measures for companies of any size. We educate our clients about the potential risks they face and tailor our solutions to meet their specific needs and budget constraints.
Another prevalent myth is the idea that investing in cybersecurity is a one-time affair. In reality, cybersecurity is an ongoing process that requires continuous monitoring, adaptation, and investment. We stress the dynamic nature of cyber threats and the need for a comprehensive cybersecurity strategy that evolves alongside emerging risks. By engaging in ongoing dialogues and providing regular updates, we help our clients adjust their security posture accordingly.
Furthermore, some clients have the misconception that cybersecurity solutions are overly complex and difficult to implement. To address this, we prioritize user-friendly interfaces, streamlined deployment processes, and comprehensive training and support services. By demystifying our solutions and empowering clients with knowledge and resources, we ensure smooth implementation and optimal utilization of our cybersecurity products and services.
In addition to the above, the market too complicates cybersecurity for enterprises. Each of the solution providers portrays their solutions as the best-of-the-breed offering, leveraging next-gen or cutting-edge technologies (when the actual scenario is different). Taking the example of XDR solutions being offered by the market, where vendors simply update the product name to XDR (but in reality, it is the traditional solution that they previously offered).
In summary, our experiences in navigating market misconceptions have reinforced the importance of proactive communication, education, and personalized engagement. By debunking myths and providing clarity and guidance, we empower our clients to make informed decisions and effectively bolster their cybersecurity defenses.
Expanding the Definition of Public Relations
One of the most frequent misconceptions I’ve dealt with regarding Cupid PR is that public relations is simply publicity—it is solely about making it into the news. Every time I suggest to a client that we cannot guarantee media coverage, their first reaction is to ask why we don’t send out a press release. Too often, their thought process is that being in the news, period, is the goal and the measurement of success.
And so I educated them about the expanded role of PR—from brand building to reputation management to digital presence. I showed them case studies and metrics that demonstrated how integrated strategies increased brand value far beyond just numbers of media hits. Over time, I was able to reset their notion of PR to a more integrated approach, and with the agency, created more holistic and impactful PR campaigns that dramatically improved businesses.
Correcting Marketing Strategy Misunderstandings
A common misconception I encounter is that marketing is a one-time expense for a quick burst of promotion. Clients often come in with the idea of a single campaign and expect immediate results. I navigate these conversations by explaining marketing as a continuous process of building brand awareness, nurturing leads, and fostering customer loyalty. We discuss setting realistic goals and tracking metrics over time to demonstrate the return on investment. I've successfully shifted client mindsets and developed comprehensive marketing plans that deliver long-term success by patiently explaining the bigger picture and using data to support my points.
