Marketing is an important piece of any business. It engages, informs, maintains, and attracts not only existing customers but new ones as well. However, with marketing continually changing, companies must adapt their strategies to keep developing customer relationships and must make sure they’re not believing these common marketing misconceptions.

Myth #1: More Sales are Better

Not true, especially when it comes to promotions. Strategically planning sales during big marketing holidays like Labor Day and Black Friday yields more quality results, and will beat quantity any day. People thrive on patterns; holding a consistent sale year after year on the same holidays will pay off more than a random sale when customers least expect it.

Myth #2: I Don't Need to Worry About Social

A social media presence is required to maintain trust and build relationships over time with customers, and that means social media ads, too. Placing banner ads on certain sites like Google and Yahoo won't go very far these days if the target demographic is a certain age group like millennials. To reach a younger audience, it is necessary to develop ads on Facebook and Instagram and produce the photos and videos required to compete on a social scale.

Myth #3: Promote My Brands and Nothing Else

When writing content, the best rule of thumb is to "be helpful." Sure, people want to hear about promotions, but not every day, all the time. Make sure to vary the content in email campaigns and social media so shoppers don’t get fatigued. A good rule of thumb is 80/20: Spend 80 percent of the time not specifically mentioning words like "sale" or "shop," and instead focus on sharing tips and providing value to customers on product-related topics.

Now that we’ve explained the three most common marketing myths, it’s time to take the necessary actions to account for them. Start planning what valuable content to share with customers, what ads to put on social, or what next big holiday sale to feature on Nectar.