While we might have a tough time keeping up with latest fashion trends (seriously, why is low-rise back in style?), we’re experts when it comes to digital ones. AI, algorithms, social media, websites, SEO – we eat, sleep, and breathe this stuff. We’ve watched way too many small businesses chase every shiny new digital trend and lose sight of what works. Don’t be that business.
We’re here to talk about the overhyped, the ineffective, and the straight-up BS digital marketing tactics so you can focus on what really works.
Taking AI Shortcuts to SEO
Before you get all defensive – we’re fans of AI. We just know when to use it and when it’s best to leave the writing to the human professionals.
We’ve all seen creepy photos with an extra finger or something else blatantly wrong. Unless you’re that guy from Princess Bride, six fingers should send up a red flag…so why do people treat content differently?
Sure, AI can write, but it can’t write like you. Even if you train it to capture your voice, it can’t come up with new ideas, and it sure as hell isn’t going to sound genuine. Best case? You get something that’s 80% like you and 20% over the top. Sure, it’s good to get content out there on a regular basis, but letting AI run wild is not the answer. Remember – a well-thought-out, human-created blog article is going to outperform canned AI content every time. It takes a little longer to create, but it’s worth it in the long run.
Adding to the Noise on Social
News flash – the world’s pretty f*ed up right now, and social media won’t shut up about it. If you’re carrying on like business as usual, you’re doing it wrong.
We know not every brand is as vocal as we are about our causes, and we know some can’t be (we’re looking at you, govcon industry…you doing okay?). Still, in today’s media environment, posting your tone-deaf CTA in the middle of the news cycle isn’t winning you any points.
Here’s what you should do:
- Figure out if your brand can and should speak out (here’s a cheat guide). If you’re going to, write down what you’re going to say, and make sure you stick to those values. No one likes a wishy-washy brand.
- Keep an eye on the news cycle. If you’ve got a call-to-action about your awesome services that posts a few minutes after an executive order hits the headlines, you’re going to come across as tone-deaf.
- Share content that matters to your community. Whether it’s resources, videos, infographics, or just news stories, there’s something out there that can help your audience navigate this uncertainty. Share it, promote it, shout it from the rooftops. It’ll gain you way more brownie points than your service spotlight.
Jumping on Every New Platform
The TikTok drama’s got everyone thinking about social. Every time you blink, there’s a new platform vying for your attention. While it’s good to snag your handle (hello, protecting your brand), expanding your strategy to include all the shiny new platforms is a waste of time.
Sure, it’s important to be on the lookout for the next big social platform and to get on board when you can. If you were already juggling Facebook, Instagram, LinkedIn, and YouTube, and now you’re adding BlueSky, Rednote, Threads, Noplace, and whatever new platform your teenager just told you about, you’re bound to get overwhelmed. Contrary to what YouTube comments might tell you, it’s better to do it right than to do it first. Pick a few to try out and then do that – slowly. One at a time. Figure out their ins and outs, what makes them tick and if they’re a match for your audience and brand. If not, jump ship and keep an eye out for the next big thing on the horizon.
We could go on forever about the weird new fads in digital, so we’re going to stop ourselves there. Bottom line – experiment with new tech and tools, but don’t go all in unless there’s a damn good data-backed reason to do so. Trust us. It’ll save you some headaches in the long run.
