The disability sector is full of digital marketing providers who see a growing, funding-rich market and want a piece of it.

Some are excellent. Many are not.

Here’s your guide to spotting the bad ones before you commit.

Red flags in proposals and pitches

Guaranteed results: No legitimate marketer guarantees specific outcomes. Google rankings, follower counts, enquiry numbers as these can’t be guaranteed. Anyone who guarantees them is lying. It’s equivalent of a personal trainer guaranteeing abs within 30 days to people they haven’t met. 

Lock-in contracts: Be very cautious about contracts longer than 3 months without performance milestones. If they’re confident in their work, they shouldn’t need to lock you in. There are some predatory contracts out there, so check them carefully and raise objections. Their response to objections is also noteworthy.

No reporting: If an agency can’t tell you clearly what they’re doing and what results it’s producing, that’s a problem. Monthly reporting should be standard. No reporting = no good.

Ownership of your assets: Some agencies retain ownership of your website, your ad accounts, your social media pages. You should own all of these. Check the contract. Never do this.

Vague deliverables: “Social media management” is not a deliverable. “3 Facebook posts per week + 1 LinkedIn post per week + monthly analytics report” is a deliverable. Demand specificity.

No case studies or references: If they can’t show you work they’ve done for similar organisations, they probably haven’t done it.

Questions to ask before signing

  1. Who owns the website/accounts/ads after we part ways?
  2. Can I see examples of results you’ve achieved for similar organisations?
  3. What does your reporting look like and how often do we meet?
  4. What’s the process for ending the contract?
  5. Who specifically will be working on our account?

it’s also reasonable to ask to speak to a client, if they have a fellow NDIS provider client reach out to them and enquire about their engagement. They should be happy to connect you.

The price conversation

Cheap is rarely good value in marketing. But expensive doesn’t guarantee quality either. Focus on value and accountability, what are they committing to deliver and how will you know if it’s working? A good marketer is a great connection to have in your network, and are often the bridge between a good brand and the results you are looking for. 

Exercise

Review any current marketing contracts or relationships you have. Do any of these red flags apply? What would you change?

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