In my line of work, approximately 40-60% of clients come from a “negative experience” with other digital marketing companies. Thankfully these people know that one bad apple doesn’t represent all of us. For this month’s blog, I thought I’d share with you some of their bad experiences (and some of the red flags I have noticed about rogue traders).
Unrealistic promises
“They promised me the world” seems to be a common phrase I hear these days. Of course a good digital marketer should be able to drive more traffic to your business, but they can’t give a cast-iron guarantee on sales – that part is on you. If you’ve been promised the world at lighting speed, chances are somethings up. Ask for metrics that make sense to you, and be prepared for gradual growth. A good digital marketer will give you the choice of a short-term boost, or a long-term plan for business growth. Bottom line is, if it sounds too good to be true, it probably is.
Lack of transparency
Okay, so they have a fancy-pants website and 5 star reviews. That don’t impress me much.
I see a lot of “faceless” businesses on my travels. When hiring a digital marketer, look for people. Can you see pictures or videos of a real person behind the business? Who is it you’re talking to exactly? Can you easily access team photos website or social media or do you have to “hunt” for them? If they’re absent, you’re in red flag territory.
More and more digital marketing companies (especially web design) is being sub-contracted abroad from UK digital marketing companies. This is all fine and dandy if they’re transparent about it, but I’m yet to find one that is. Don’t be afraid to ask them outright.
While we’e on the subject of transparency, make sure you sit down read their terms and conditions before signing anything. Look for things like who has ownership of the intellectual property, domain name registration and contract length. Listen to your gut and don’t get locked into anything that feels icky. A reputable marketer will clearly outline their strategies, timelines, and costs. Hidden fees or unclear processes should raise concerns.
Pressurised sales tactics
Run for your life! High-pressure sales pitches and demands for immediate decisions are red flags. Take your time to research and compare options. It’s a buyers market.
Poor communication
This one is tricky, because most shoddy digital marketers “go quiet” after the money is in. If they fail to get back to you within 48 hours in a normal working week, something very fishy is going on. I’ve heard of clients being allocated to a 3 week waiting list and other insane “arms length” techniques that are designed to put them off making contact.
Generic marketing strategies
A good marketer will tailor their approach to your specific business and target audience. They should be able to tell you things about your audience that are enlightening and feel right. talking to them should feel easy and make sense to you. Okay, so you’re “not a marketing expert” yourself – don’t let that insecurity sway your decision making. A good marketer will make you feel comfortable and make it all make sense. It should never feel like overwhelming corporate jargon or overwhelming. If it does – it could be a mean tactic to bamboozle you into a sale.
Speaking of generic tactics… Some digital marketing companies (usually the cheap ones) will use AI to generate your marketing and web copy. This is how they get the job done with maximum profit and zero effort. AI generated text might look presentable, but they will turn your audience off in a heartbeat. It reads as corporate bullshit and when you start to really analyse the content, it doesn’t mean anything to anyone. As of the 2024 March core update, Google hates AI as well, so your SEO will be knocked sideways in the process *sighs*.
Lack of case studies or testimonials
Positive reviews and success stories are lovely indicators of competence in any business.
Having said that, it’s pretty easy to fake 5 star reviews these days. Look for real, personal accounts that provide real detail and personality. They will give you proper insight into the types of people leaving reviews, as well as the kind of marketer you’re dealing with.
If you’re really not sure, ask to speak to one of their recent customers for an in-depth account.
Suspiciously low prices
Buy cheap, pay twice. Extremely cheap social media or web design services often reflect low quality and a lack of expertise. Good marketing takes planning, and planning takes hours. Ask your marketer what their process is. The good ones will be researching your competitors, census data and using personal experience (of which there should be loads) to analyse your customer base.
Look for someone with high emotional intelligence. They are the best ones for reading people quickly, and acting on instinct.
Unclear analytics and reporting
Reliable marketers will provide transparent reports that are easy to understand. Reports should demonstrate progress in tangible metrics that make sense to you, like your number of website visitors, impressions, or enquiries. Business improvements always take time, so expect monthly reports, depending on the length of your contract (I find weekly reports are too frequent to see the “bigger picture”.
I hope you enjoyed this month’s blog! It’s easier said than done, but always do your due diligence before hiring a digital marketer. Check online reviews, request references, and ask specific questions about their experience and strategies and don’t be afraid to walk away if it’s not a good fit for you. A fair and respectful relationship built on trust is the way to go.
About the Author
Catherine Jarvis Clothier is a digital marketer and online presence specialist living and working in Kent, UK. She has worked in unusual UK businesses for over 10 years across the South of England, particularly in automotive and therapy-based enterprises. Catherine specialises in social media, SEO and web design. She can be contacted here for online business consultations.
