I was reading an article for the blog post I just wrote about gated content. Within the article I saw a link to another post about what happened when someone followed 150 digital marketers on Twitter.
Oh this is going to be good, I thought. So I clicked.
I had some thoughts going into that post. Knowing the digital marketing space and how agencies run, I knew there would be some accounts that would auto DM or auto Tweet to this person. As a digital marketer, you should know better. But unfortunately this space is filled with people who really shouldn’t be giving marketing advice.
I was not surprised to see that they got tons of tweets and DMs. But of the 150 people they followed, they got 100 tweets and DMs back. That’s really bad.
It makes me think of the shear amount of marketing going on on Instagram.
I run about 10 Instagram accounts for small businesses. I would say 95% of the comments these posts receive are generic things like:
- Great post
- Love it
- Cool photo
- Love your account
- Check out my stuff
- Get 1000 followers blah blah blah
It’s awful. It makes me not want to use Instagram much anymore. I have started ignoring comments because they’re all self-promotional.
It makes me wonder what kind of people are behind these accounts. What marketer has their Twitter account set up to auto DM everyone who follows them? How great of a marketer could that person be?
Why do many marketers suck?
They’re in the business for the wrong reasons.
They say they care about their clients and maybe they’re being honest.
But I think many are in it purely for money. I’m not saying money is bad, it’s a powerful motivating factor to starting a business, or becoming a consultant.
But going into marketing just for the money will not lead to great results for clients.
I consider myself truly passionate about marketing. I love learning new things all the time, digging deep into certain topics, and knowing there is always more I can find out, test, and learn from.
I have worked with marketing agency owners that are in it for the money. They don’t take the time to truly understand certain parts of the business and won’t accept new ideas or ways to do things. They don’t want to take an extra few days to run a test or create buyer personas, they want to get the work done in the fewest hours possible for maximum profit.
It’s a terrible way to do business and I really feel for the clients. They are not getting the work they deserve. But many are coming to an agency because they don’t understand marketing and put their trust in these people. If they really understood marketing, they would run away from these agencies as quickly as possible.
These bad agencies are continuing to get new clients. These are clients that need help and expertise and don’t understand CRO, SEO, or even how to set up Google Analytics. You tell them about email marketing and their mind is blown. These are the people who really need a great agency to guide them and give them great results. Instead many of them get stuck with agencies that care about the bottom line, not results.
It’s a shame to see so many bad marketing agencies and consultants out there. The best thing we can do (as good marketers) is to show our value, explain exactly what we’re doing for a client, create relationships, build trust, and be transparent. Shady agencies will hide their practices and give excuses when results aren’t hit. Good marketers will be upfront, explain challenges with certain strategies, and show the customer that results won’t happen in a week or a month, they take time.
What’s the worst you’ve seen an agency do?
Have any experience with bad marketing agencies or consultants? Did you hire a social media expert who didn’t seem to do much? Let’s hear about it!