As much as it hurts me to say this, unicorns aren’t real. I know. Let’s all take a collective breath to process that, and then move on.

* Sigh*

That was tough.

What’s not tough for me, however, is unmasking digital marketing myths.

There are so many fables and stories surrounding digital marketing that it has turned into an un-tameable ferocious beast in the eyes of many clients.

Well, call me your fairy godmother…because I’m here here to bust those myths wide open, and show you that you how to slay the digital dragon and ride off into the sunset.

Myth No. 1: All Traffic is Good Traffic

Traffic isn’t like press—it’s not all good.

Getting thousands of visits to your site each day doesn’t necessarily correlate to leads and customers. You don’t want just anybody visiting your site; you want qualified visitors who are actually interested in your products or services to be landing on your pages. It’s not the number of princes pursuing you that matters; it’s the quality of those princes that really matter.

Myth No. 2: Testing is One and Done

Ideally, you’re never done testing.

There’s always something you can improve and and do better. Sure, subject line A beat out subject line B, but what about subject line C? Could that be even better? You want to continue to improve and build upon your marketing efforts, and the only way to do that is to keep testing.

One test doesn’t a “happily ever after” make.

Myth No. 3: “No” is Final

So you got someone to click on your Facebook ad, but they didn’t fill out the form on your landing page. What now? Do you just let those people go? Of course not!

They were interested enough to click on your ad and onto your site, which means they’re interested in what you have to offer. Don’t let a “no” be the end of the road. Engage in re-targeting ads that offer up a different lead magnet that might be more valuable to them.

You wouldn’t give up on your quest just because your horse threw a shoe, so don’t give up on your leads either.

Myth No. 4: All Social is Created Equally

Facebook, LinkedIn, Snchat, oh my! With a cornucopia of established social platforms and new ones launching each day it’s hard to keep up with it all. But you don’t need to have a presence on each one. You need to identify which social sites your audience is on and focus your energies there. If you try to be everywhere all the time, you’ll end up wasting your time and effort to make minimal impact. Say this magical incantation with me: I don’t need to be on all social platforms.

Myth No. 5: Email=Spam

Email marketing is not dead. In a world where consumers are over stimulated and over connected, email is the best way to stay front of the mind. The more consistently you are reaching out to them and providing them with valuable content the more likely they are to turn to you when they need someone offering your services. Email marketing has received true love’s kiss and is alive and well, time to embrace it.

There you have it, we’ve vanquished digital marketing’s greatest myths. You no longer have anything to fear from digital and you are ready to start out on your own digital quest. But maybe, just between us friends, we can still pretend unicorns are real?