Are Digital Marketers the Used Car Salesmen of 2017?
Monday, June 19, 2017 - by Cherry Birch
Now do not get me wrong – I have never met a digital marketer looking like our friend in the picture above but the likeness stems from their common characteristic of promising huge results and miserably failing to deliver. Am I alone I ask?
Let me relate my recent experience…
I run Financial Training Australia and guess what, as the name suggests, we provide financial training! We take the mystery out of finance training and put the fun in, enabling managers to improve their financial decision making and our clients to be more profitable. (Fun and colour are a large part of our branding.)
We work with some large companies and organisations as clients, both here in Australia and overseas. We have many loyal clients, but we need more! 90% of our work comes from referral, so digital marketing seemed the way to go!
Digital Marketer No. 1 – let’s call him Mr C! He is charming, engaging and emphasised the importance of branding and creating a brand strategy - before we did anything. We paid him the first instalment for his work and then he went MIA for 3 months! Finally reappeared, very apologetic and brought a colleague to a meeting where they presented me with a whole lot of graphic designs for flyers and ads! Where was the brand strategy, I asked, and the graphics seemed to just be tweaks of what was on the website? His colleague then rang my assistant and harassed her to contact me, at my offsite meeting, to ensure I replied to their email re more design work. Mr C strangely also informed my assistant that he would need to work out of my office for the next week??!!
We parted company and I am still requesting a refund.
Digital Marketer No. 2 – let’s call him Mr L! He is very enthusiastic and together with his colleagues came up with the idea of what he called the Financial IQ Accelerator. I composed 30 questions which I thought every manager should be able to answer– as well as detailed answers for each question (an eBook). We then recorded 4 videos where I demystified some key topics and this IP was then used for a Facebook advertising campaign - Facebook he advised was better than LinkedIn even for B2B.
The suggestion for the eBook cover was a sepia photograph of a compass and map?? Not exactly in keeping with making finance training fun! I gave this feedback and it was changed – to a sepia picture of a fountain pen!.........Hello! Fun, colourful? No – a total mismatch with the brand. How many times did I ask for it to be changed and I think it is still there!!
Then there were the 30 questions which mysteriously became 33 questions in the hands of Mr L. When I queried this, there was no apology just a reply that it should be 30! Two months on – not one new lead and Mr L just quoted that this approach had worked with another client!
After we met, I was then billed by Facebook for apparently 10,000+ impressions – I still await news regarding this from Mr L. He thought I was receiving the invoices – it turns out they were going to a Gmail account of which I had no knowledge!
I should add that one of my major clients here in Melbourne kindly agreed to give a testimonial video – this was independent of the Facebook campaign. I thought Mr L would want to use it but he did not see it as part of the plan. We have at least added it to our website!
So sadly, Mr L and I have parted company.
So was this good customer service? Did I get a good return on my investment? Neither were in line with my expectations. Certainly there was a mismatch with both providers and this has not proven sound financial management!
Would love to hear your stories. Have I just been unlucky?