The Confidence Man: Protecting Your Business from Marketing Tricks
When working toward client acquisition, many marketing agencies make extravagant promises about how they can help your business. And while a large number of companies are honest about their capabilities and limitations, some take advantage of the uninformed enthusiasm of business owners who think marketing has some kind of “magic” behind it. Enter the con man. In this case, the “con” in con man stands for confidence, and it’s the tool they use to trick unsuspecting business owners. When you hear grand promises like guaranteed sales, instant results, or immediate placement on page one of Google, be aware. If it sounds too good to be true, it probably is.
Let’s explore the red flags to watch for when working with marketing professionals, explain why you should always retain ownership of your domains and social media accounts, and provide practical advice on how to protect your business.
Empty Promises
One of the most common tactics of marketing scammers is making guarantees they can’t possibly deliver.
“We’ll Put You on Page One of Google”
Search engine optimization (SEO) is a nuanced, continuously developing and changing field. While a legitimate agency can improve your rankings over time through targeted strategies and diligent efforts, no one can fulfill a promise to get you to the top result on Google overnight (or really at all), and certainly not for every keyword you might want. Why? Because search engines like Google use incredibly complex algorithms that are influenced by factors beyond any single marketer’s control. Claiming otherwise is dishonest and demonstrates a lack of SEO knowledge.
“We Guarantee Sales”
Marketing is the art of creating sales opportunities for your business. But guaranteeing sales is a big red flag. A large part of the success for any campaign depends on factors that marketers don’t directly control, like the quality of your product, market demand for it, and the expertise of your sales team. A good marketer focuses on bringing you qualified leads and creating brand awareness, not making promises of success they can’t back up.
Protecting Your Digital Assets
In addition to the false promises mentioned above, some particularly devious marketers might employ another underhanded tactic: claiming ownership of your online presence. This can lead to devastating consequences for your business.
Owning Your Domain
Your website is your online storefront or office, and your domain name is the address that tells customers how to find you. If an agency insists on owning your domain “for your convenience” or includes it in their contract, it is a major warning sign that you need to back away. If they hold the rights to your domain and you decide to work with someone else, they could hold your website hostage, forcing you to pay large fees to regain control or even just shutting down your site.
Always ensure that your domain is registered under your or your company’s name and is directly tied to your personal contact information. Use reputable registrars, (We recommend Hover.) and maintain control of your account login details.
Controlling Your Social Media Accounts
Your social media accounts are an integral part of your company’s online presence. Unscrupulous agencies may offer to set up and manage these accounts for you, only to register them under their own email addresses or names. This makes it nearly impossible to recover access if the relationship sours.
The solution? Always work to create and manage your own social media accounts, granting agencies access through roles or permissions. Facebook, Instagram, and other social media platforms allow for this functionality, ensuring you retain full ownership and control of your social media.
Recognizing the Red Flags
Here a recap of the signs that you may be dealing with a marketing scam:
1. Unrealistic Guarantees: If they promise instant results, guaranteed sales, or first-page Google rankings, be afraid. Be very afraid.
2. Opaque Contracts: Be cautious of contracts that don’t clearly outline deliverables or that lock you into inflexible, long-term commitments.
3. Ownership Claims: Do not work with anyone who insists on owning your domain, social media accounts, or other key digital assets, regardless of their claims that it is for your convenience.
4. Pushy Sales Tactics: High-pressure sales often indicate a lack of genuine concern for your business and its needs.
5. Lack of Transparency: If a marketer is unwilling to explain their strategies or provide regular updates, you might be getting conned.
How to Choose the Right Marketing Partner
We don’t want to leave you in a lurch, so here are some things you can do to find a great partner for your marketing needs.
Do Your Research
Look for reviews and testimonials from the agency’s other clients. A trustworthy agency will have a proven record of success and won’t shy away from sharing their results with you.
Ask Questions
How will the success of my marketing campaign be measured?
Can you provide examples from other businesses with which you’ve worked?
How often can I expect updates, and what will they include?
Can I retain full ownership of my digital presence and assets?
Demand Transparency
Reputable marketers will be upfront about what they can and cannot do. They’ll set realistic expectations, and they’ll back their strategies up with data and experience.
Start Small
If you’re unsure about a new agency, start with a small project and see how they do! This allows you to get to know them, their capabilities, and their professionalism before committing to a large contract.
Final Thoughts
Marketing is a critical investment, but it’s also a field rife with potential dangers or misuse. By recognizing the tactics of con agencies, maintaining control of your digital assets, and choosing your partners thoughtfully, you can protect your business and ensure that your marketing efforts drive genuinely positive results.
Remember: if it sounds too good to be true, it probably is. Don’t let con men derail your success. Stay vigilant, be informed, and always prioritize the long-term success of your business over short-term gains
Wild Iris Marketing is here to help guide you on your marketing journey, and to do it in an honest way that takes your needs – and our capabilities – into account so that we can give you the best results possible.