A YouTube transcript from FeedbackWrench offers advice on choosing a digital marketing, SEO, or web design company. The speaker, Rob Satcher, lists several “red flags” to watch out for when hiring a company.
These warnings include firms that prioritize solutions over understanding the client’s business and customer, those who don’t grant ownership of essential online accounts (like Google Ads or Analytics) to the client, and those who use proprietary systems that make it difficult to switch providers.
Satcher also cautions against companies overly focused on one specific approach (like SEO or web design) to the neglect of broader marketing and sales strategies.
The core message stresses the importance of customer-centric strategies, ownership of digital assets, and the ability to adapt and collaborate with other professionals.
Red Flags in Digital Marketing: An Overview
When seeking help in the digital space, be cautious of companies making huge promises without a clear strategy. Many businesses face disappointment when SEO tactics, like keyword stuffing, fail to deliver sales.
It’s crucial to find a partner who prioritizes understanding your customer and business. According to FeedbackWrench, a customer-first approach is vital, positioning your company as a guide.
If a company immediately jumps to solutions like “SEO is the answer” without understanding your customer, it’s a red flag.
Focus on customer needs, not just technical solutions. The goal is to help customers see you as a solution to their problems.
Ensure the company focuses on how to position you as a guide to your customer. Avoid firms that prioritize search engines over clear, customer-focused copywriting.
Ownership of Digital Assets: A Critical Consideration
It is important to ensure that you, own your digital assets. This includes your website, Google Tag Manager account, and Facebook business pixel.
Lack of full access to these assets is a red flag. Retaining control over your Google Analytics, Google Ads, and Google Tag Manager accounts is crucial.
Some companies create ads and build remarketing audiences but withhold access when you switch firms.
Be wary if a company buys your domain and doesn’t transfer it to you promptly. Insisting on building your website on a proprietary system should also raise concerns.
When you end the relationship, inquire about what happens to your website. Especially with WordPress, premium plugins and themes may be licensed to the web design company. If they remove the license, your website could stop functioning.
Always ask if you will get full admin access and ownership of these accounts to avoid future complications.
Losing access to accumulated remarketing data can be detrimental.
Website Platforms and Exportability
When building a website, the platform matters. Webflow is recommended for its simplicity and ease of use, though it might not suit every e-commerce solution. A functional website where you own all content is ideal.
While WordPress is popular, it can be messy and have security issues. WordPress’s effectiveness relies on development tools that are often proprietary to the firm.
Visual builders like Divi or Elementor in WordPress can create conversion issues later. If you try to switch systems, the content may not convert cleanly.
Ensure your blog posts can be easily exported.
Avoid writing blog posts directly in a visual builder, as this limits future flexibility.
The ability to adapt your content and strategy is crucial as technology evolves.
Therefore, it is important to consider the long-term implications of the website platform and its exportability.
Collaboration and Integrated Strategies
It is important to consider whether a company is open to collaboration. If they are close-fisted and see other teams as threats, it’s a red flag.
Agencies should be willing to collaborate with others to enhance different aspects of your digital presence.
Ensure they provide you with full access to your Google Ads, Google Tag Manager, Google My Business, and Google Analytics accounts. Redoing these setups can be costly.
A comprehensive approach considers both SEO and paid advertising for consistent growth. Be wary of companies that overemphasize one strategy, like SEO, neglecting others.
A company focused solely on SEO, web design, or paid advertising, while neglecting messaging, strategy, and customer understanding, is a red flag.
An integrated system is essential for effective digital marketing.
Effective digital marketing requires an integrated approach that considers sales copywriting and website optimization.
Beware the One-Size-Fits-All Solution
Many digital entrepreneurs apply the same solution to every problem.
This “one-size-fits-all” approach fails to consider the unique needs of each business.
A web designer who treats every problem as a web design issue should be avoided. Similarly, an SEO expert who believes SEO is superior to paid advertising is limiting.
Companies that focus solely on keyword planning and Google Ads without addressing sales copywriting and website credibility are not ideal.
They should focus on optimizing your website so that people actually see you as credible and trustworthy and as an authority and that it’s clean and that it actually moves.
If a company neglects messaging, strategy, and customer understanding in favor of lever-pulling tactics, proceed with caution.
A holistic view that integrates various digital marketing components is crucial for success.
It’s not just about SEO or web design; it’s about a well-integrated system that addresses all aspects of your digital presence.