Although we live in in a world where social media is becoming the dominant form of communication, companies today still cling to marketing myths like they are gospel. In business, those companies who do not change, who do not diversity and remain stubborn in their marketing approaches are doomed to fail. There are three marketing myths that need re-examining. In doing so, companies will be able to make much needed changes and harness a powerful competitive advantage.

Misunderstanding In-Person Sales.

Everyone knows a personal connection matters in sales– but few companies have grasped how technology has altered the dynamic. Originally, salespeople were the only source of information that the customers needed. Nothing was available via self-service, so it was almost a forced relationship. But just as stockbrokers and travel agents found themselves supplanted by the Internet, salespeople are far less necessary early in the process: customers want to investigate for themselves online. Salespeople don’t have the keys to knowledge unilaterally the way they used to have. They’re still important (customers want to know and trust the people they’re buying from), but their role in the sales funnel has shifted. People call once every other question is answered. A rudimentary understanding of your product or industry just won’t suffice. Today’s salespeople need to be experts at building relationships, inspiring trust, and keenly understanding customer needs.

Thinking That More Communication is Better.

Thanks to blogs and social media, any company can publish almost limitless amounts of information. But companies need to resist the impulse to over-share. You’ve got to think about the “mother-test.” Would your own mother care about this tweet? If she wouldn’t, it’s time to back off, or you’ll risk alienating your customers. You’re better off communicating less, but with greater relevance, rather than talking more.

Not Creating a “Marketing Mix.

Creating great content is essential – but it’s not enough if people aren’t already looking for your product or service. You need to think about a “marketing mix” that blends content creation and branding, which drives demand. It’s not either/or. Unfortunately most companies want a silver bullet, so they abandon the mix. But the best companies recognize they need a full complement of marketing activities.