Hiring a reliable Digital Marketing Agency is a tough task. When hunting for your right match, look for people who have the same mindset as you. There is a good chance that you might end up hiring an agency that you will later regret. Many agencies look to make a quick buck by fooling people. This in turn leaves a bad impression about Digital Marketing as a whole.
Below are a list of 5 practices of Digital Marketing Agencies that are targeted to cheat their customers for making a quick buck.
This is the most common way to mislead a client. They show you huge numbers in terms of page likes and post likes. They trick you into believing that your campaign was super successful. Many people are unaware of digital marketing and these agencies fool them to mint money. It is a well-known fact in the digital marketing industry that likes from countries like West Indies or Myanmar are cheaper to get. They take undue advantage of it and target your ads to these locations. Its no doubt that you get large number of page and post likes. However, due to untargeted likes, your page’s engagement quality goes down. Even if we think logically, a person from West Indies or Myanmar is never going to be your customer unless you are selling tourism services or some other niche services.
Even though the likes gives you a false sense of fulfillment, there is no visible impact on your business. Marketing is an activity to reach people and showcase your products/services to them assuming that the targeted audience might convert to customers. This basic principle of marketing is violated here. You are not targeting your probable customers here. Its safe to say that your marketing spend has been wasted.
Remedy: Take some time out to check some profiles that like your page. Are they from your target location? Are they roughly in the age bracket you are targeting? Hire an agency that provides absolute transparency and are run by people of integrity.
Post backdating on Facebook:
This is another practice a lot of digital marketers employ. Lets consider a test scenario. Your Digital Marketing Agency charges you on a monthly bill. You find no posts for the first 25 days. You become impatient and call their support team. The support team assures you that everything is fine and you can see the results on month-end. Miraculously, you find posts on all the days they promised you and they see the promised number of likes. On 25th there were no posts from 1st to 25th but on the 31st you see a neat page with all the posts in tact! You are made to believe different theories and leave it up to the experts.
However, it turns out, its not that difficult by the way. While posting on Facebook, you have an option to backdate your post. God knows what made Facebook give that option in the first place. But some agencies take full advantage of this feature. This again violates another marketing principle – Visual recurrence. If people see your ads for multiple times over a period of time, it registers in their sub-conscious mind.
Remedy: If you cant check everyday, atleast check the dates on which you got the likes. A post that was posted on 5th of a month, cant get it’s first like on 25th. Right? Just a bit of common sense and proper communication with the agency helps to ensure you are on the right track. Once they win your trust, you can leave it to them to take your brand forward.
Not doing basic on-page SEO during Website Development:
Google is getting smarter by the day. AI is bringing a lot of versatility to the table and SEO is changing. What held true yesterday might not be valid today with an update. However, what remains a constant is quality. Google wants to show the best quality search results to its user. By quality, I mean a fast-loading, mobile friendly and relevant webpage that the closest to user search query. Advanced SEOs might need changing from time to time and God save you if you use black hat techniques. However the basics are always same and will remain so.
It is the duty of the developer to tick the basic on-page SEO checklist as they are more a metics to determine development standards than SEO.
Remedy: Make sure to push your developer to include basic SEO within your development. Basic SEO is nothing but good development practice and its the duty of your web developer to deliver products that comply with these norms.
Separate Instagram & Facebook Packages:
Unless you have been living in another planet, you must know that Facebook bought Instagram in 2012. Since then a lot of their marketing have been merged. You can promote the same post both on Facebook and Instagram without any increasing the overall budget. You may choose to increase the budget. However, its not absolutely essential.
A lot of business owners are unaware of this development and shell out added bucks for no additional service.
Remedy: Don’t believe everything that your agency says. Its better to double check. If you are sure that you have hired the right agency, there is nothing to worry. However, if you have just started, its better to be sure if what they are saying is indeed true.
Reposting same posts over and over:
Many digital marketing agencies don’t have a competent graphics designer. So they usually outsource the graphics designing or get few posts from freelancing websites. As they cant do much of designing, they keep reposting the same designs over and over. They also have a weird excuse for that! As new people have liked the pages, it is for them to see old posts. It is a good practice to repost some of your best posts once in a while, but to only keep doing that is absurd and does not make any business sense.
Remedy: Its a good idea to repost some good posts that are both relevant as well as informative. However, it should be limited to only a few posts. It should not be the only posts that keep repeating within the page like a loop.
If you are a businessman share it among your circle. If you are an ethical digital marketer and agree to the points like and share. Thanks for reading.