There are lots of digital marketing experts out there, I know, I’m regularly contacted by them on LinkedIn. My favourite ones are the ones who’ve told me they’ve done lots of research on me and my business. Then offer me digital marketing services.
I’m sure you had similar messages, but here’s one I’ve had before:
“We create websites that generate more business for our clients and are proven to do so, recently we rebuilt a 400+ page site at 70% of the cost that our client was quoted and also managed to help them reach the 1st page of Google. How is your business using your website and social media to generate leads/raise brand awareness?”
Curiosity piqued, I thought I’d do a bit of research myself, and guess what? That’s right, they weren’t a digital marketing company at all. They were coders who could build websites and thought digital marketing sounded better. Now there is nothing wrong with offering a web building service, but…
Being able to use WordPress does not make you a digital marketing specialist!
Knowing how to use WordPress doesn’t make you a digital marketer any more than being able to use Microsoft Word makes you a copywriter. Copywriting is a skill that involves crafting persuasive and compelling content. Content that captures your reader’s attention and motivate them to take action. Whereas digital marketing covers a broad range of skills and knowledge.
There’s a very simple test you should use to see if a company actually understands digital marketing. Just check their website is not breaking the law.
At more than 700 pages long, The Companies Act 2006 is one of the UK’s longest pieces of legislation. While it’s not the most exciting thing to read, it does state the information you must have on your website. Where applicable you need to show the following:
- Company name
- Company registered number
- Place of registration, such as England and Wales
- Registered office address
- Your company name, postal address and company email address
- How to contact your business via non-electronic means
- Your VAT number, even if the website is not being used for ecommerce transactions
- The name of any trade bodies or professional associations that the business is part of, including membership or registration details
This information doesn’t need to be on every page, but you shouldn’t hide it away either. Your Contact Us, About Us or Privacy Policy pages are all suitable places. Including some of this information in the website footer is actually useful for your customers. It can also help your search engine optimisation too.
Unsurprisingly, this supposed digital marketing company’s website failed miserably.
There are different skills you may want (email, social, SEO) from your digital marketing support. But, whichever service they provide, making sure it doesn’t break the law should be a given.
I responded to this company as it’s always good to know a decent web designer, and it’s not something I offer. I thanked them for the offer, but pointed out, I was ok and knew what I was doing.
In my 20+ year career in digital marketing I have set the digital strategy for both SMEs and multinational companies. Although I’m sure they knew that already from researching my LinkedIn profile after all.
I then suggested that as we had complimentary skills, maybe we could work together. Especially if they needed any help with anything; like knowing the legal requirements for a website. I’m still waiting to hear back!
If you’d like support with a marketing strategy that doesn’t break the law, then we’d be happy to help. Or if you just want to make sure that your current website and campaigns are legal, please, get in touch.
