The Web of Deception: Holding Websites Hostage
Imagine you're finally taking that leap to establish your online presence. You hire a marketing firm to build your dream website, only to find out later that they've locked you out of your own kingdom. This is not a plot from a digital thriller; it's a real-life nightmare I've seen play out with several clients.
Take, for instance, Sarah's boutique store. She wanted to go digital, hired a firm, and a few months later, she's told she can't have the keys to her website because it's 'complicated'. The truth? It's not complicated. It's a control tactic. Sarah should have been the rightful owner of her domain and content from day one.
The Ad Account Illusion: Veiled Facebook Campaigns
Or let's talk about Mike's gym. Mike decided to amp up his online advertising and outsourced his Facebook marketing. Months went by with beautiful reports and videos showcasing his ads' performance, but Mike never had direct access to his Facebook ad account. Why? Because the marketer wanted to maintain control and keep Mike in the dark.
I stepped in and uncovered that not only were the ads underperforming, but Mike was also locked out from the insights that could help him learn and grow his business. Always insist on full access to your ad accounts; anything less is unacceptable.
Failing to retain control over your ad account invites significant risks. Allowing a third party to manage your ads with a suboptimal quality score can tarnish your business's reputation. It is imperative not only to verify the quality score of any external service providers but also to ensure the ad account in use is one established initially by you. Granting permission for third parties to either create a new ad account under your name or utilize an existing account not initiated by you can jeopardize your control and oversight, thereby risking your online presence.
The issue of account quality cannot be overstated. I have encountered numerous cases where rectifying a compromised account quality was immensely challenging. Often, the severity of the situation is not recognized until irreversible damage occurs, leading to a permanent restriction on both personal profiles and business advertising capabilities. Facebook's AI operates with intricate scrutiny, making evasion through the creation of a new page futile. The platform's algorithms are adept at identifying and banning new pages based on previously used logos from permanently banned accounts.
How to Shield Yourself
These are not isolated incidents; they're cautionary tales that all small business owners should heed. To arm yourself against such tactics:
Insist on Ownership: Your website, your domain. Make sure your contract stipulates that you are the owner of your website and domain from the outset.
Demand Transparency: Full access to your Facebook ad account and any other marketing platforms should be non-negotiable.
Educate Yourself: The more you know, the harder you are to fool. Learn the basics of website and account management.
Stay tuned for more on this topic in upcoming blogs, where we'll dive deeper into the labyrinth of Facebook marketing and how to navigate it without getting trapped.
In the meantime, if you've faced similar challenges or want to ensure you never do, reach out. At Media Pulse, we don't just advocate for ethical marketing; we practice it. We're here to empower you with knowledge and tools, so you're never taken advantage of again.
