Biggest Mistakes Digital Marketing Firms Make

By Mark Macias

Social media should not be outsourced to just any person or digital marketing firms. The message is an extension of your brand and business, and should always be regarded as a platform for potential customers to evaluate your product or services.

Your digital marketing firm should also have a branding strategy for reaching new customers. Posting links to your website on social media is not a branding strategy. It’s a lazy approach that reflects poorly on your brand and creativity.

As the owner of a PR firm, I can tell you it’s a big red flag if your digital marketing firm posts links to your website. It suggests they don’t have the creativity to create original posts and they’re not taking your business seriously. Your social media posts should contain analysis or color on your industry, positioning your brand as the leader.

Bad Tweets from Customers

A friend recently called me in a panic, asking how she should respond to a customer who was Tweeting bad reviews about her business. She outsources her social media to a digital marketing firm but that firm couldn’t give her consulting advice on how to solve the problem. If your brand interacts with the public, make sure your digital marketing firm has a crisis response in place.

And don’t use your social media influence to promote others – especially if they are in your same space. An effective digital marketing strategy is always positioning your brand or service as the leader. Why would you want to share that expertise with another potential competitor?

Lastly, add some conjecture or analysis to the content. If you’re the expert in lending money, give consumers quick tips on how they can identify the best terms. Or, if you’re a healthcare expert, share that valuable insight freely. It’s what consumers want, and most important, what they like – in life and on social media.

Macias PR was named the 2016 “Financial PR Firm of the Year – USA” and the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. We have launched and led media campaigns for clients in healthcare, finance, tech and the nonprofit sectors. The founder of Macias PR – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.