4 Myths About Industry-Specific Digital Marketing Solutions
Industry-specific digital marketing solutions are often touted by their sellers as tailored to the needs of a particular industry. Over the years, we’ve seen them crop up in healthcare, education, massage/wellness, realty, and the non-profit sector. Sometimes, these solutions provide a necessary stopgap for clients who need additional functionality from their website.
Quite often, however, these tools end up being more trouble than they’re worth. Below we talk about the biggest myths we’ve seen with these solutions and what to ask before you buy.
Myth #1: Industry-Specific Digital Marketing Solutions Are Cheaper Than Building a Website
Solutions like these are often described as cheaper than building a website in something like WordPress. The “proof” of this is often that they require little to no down payment and only require a small monthly fee to maintain. The reality is that if you work with a competent web designer, the price of that custom WordPress website is only going to be a one-time cost, whereas over the months and years, that “small monthly fee” will eventually add up to more than you would’ve paid for a custom website.
Questions to ask before you buy:
- How long will the monthly fee be required?
- If I want custom development, is that available for an additional charge?
- What does the monthly fee cover?
- Is there a contract involved and if so: how long does it last and what is the penalty for early termination?
Need help finding a competent web designer? Check out these handy articles:
How to Choose a Web Design Company for Your Small Business Or Non-Profit
Myth #2: Industry-Specific Digital Marketing Solutions Provide Better SEO Than Tools Available to All Industries
The second myth we encounter a lot of the time is that these solutions have somehow cornered the market on SEO. In reality, however, many of them lack the ability to fully customize your website, meaning that your SEO will be sub-par.
Questions to ask before you buy:
- Does the company have any case studies of clients who have improved their SEO using the tool?
- Does the tool allow for the use of metadata, custom link structures, link redirects, and XML sitemaps?
Not sure if your tool is good for SEO? Check out this helpful infographic:
CMS SEO Comparison: Is Your CMS Hurting Your SEO? [Infographic]
Myth #3: Industry-Specific Digital Marketing Solutions Are Easier to Maintain Than Solutions Like WordPress
Next, sellers of these solutions often tout their product as easier to maintain than something like WordPress. There is a reason that WordPress powers nearly a third of the web, however: it’s a very usable technology. In reality, most digital marketing solutions require a learning curve. If the tool is simple to use, it might be due to the fact that there are few features available. Some tools may lag behind current web standards, meaning that they will perform poorly on modern venues like mobile devices.
Questions to ask before you buy:
- How much can I customize my website?
- What if I want my website redesigned?
- How often are updates rolled out for the solution?
- Can I request an update to my website? Is there an additional cost involved?
Myth #4: Industry-Specific Digital Marketing Solutions Provide Features That Aren’t Available Elsewhere
Most of the clients we’ve worked with who have used one of these tools were sold on the idea that they were getting a solution not available elsewhere. These are usually described through features. In reality, you may find that the features you want are also available through a tool like WordPress. Features such as e-commerce, mobile responsiveness, easy updates, enhanced security, customer portals, and secure log-ins can all be crafted for you by a competent WordPress developer.
Questions to ask before you buy:
- Is the solution mobile-responsive?
- How does the company respond to changes in web standards?
- If necessary, can I speak to a developer instead of a customer service rep?
- What are all the features offered by the solution? What if I need additional features added later?
Don’t Sign Anything Until You’ve Asked Lots of Questions
We don’t discourage clients from working with tools that may help them get a leg up within their specific marketplace. We strongly encourage them to ask a lot of questions before they sign up for an industry-specific tool, however. It might be the case that an industry-specific solution is the best bet for you. It might also be the case that you’re being sold an inferior product that won’t pull its weight when compared to a solution like WordPress.
