Most marketing problems are fixable – we’re saving reputations, not lives. From losing control of your own Facebook page to being ghosted by AI search, these are the PR and digital marketing mistakes we see most often, and what to do about each one.
Neon Fizz is a Dundee PR and digital marketing agency working with businesses across Dundee, Angus, Fife and the rest of Scotland – we know what works, and what to look out for. So read on for red flags.
1. You don’t actually own your business Facebook page
Imagine finding out that even as the business owner, you don’t have full control of your own Facebook page and a former employee, freelancer or previous agency still owns it.
That means you can’t manage permissions, update settings or give a new agency access.
It’s far more common than you’d think. The fix: make sure your business owns all of its social media accounts – check your settings ASAP, and review who has access regularly.
2. Your entire content bank is in landscape
You’ve paid a photographer or videographer for a bank of content, ready to use across your marketing. Then you realise every photo and video is landscape.
That’s not ideal when you need portrait images for Instagram, vertical video for Reels and TikTok, and different crops for your website.
The fix: think about where your content will be used before the camera comes out. Ask for a mix of landscape and portrait, and tell your photographer exactly what you need and where you are going to use it. A bit of forward planning saves a lot of headaches.
3. You’ve launched something brilliant, but the press doesn’t know about it
You’ve developed a new product, launched a new service or hit a big milestone.
There’s just one problem: nobody knows about it.
The fix: a well-planned PR campaign puts your story in front of journalists, publications and the audiences that matter. As a bonus, press coverage is one of the strongest signals that helps your business appear in AI search results.
4. You’re spending money on Google Ads but can’t see what happens next
Your Google Ads are getting clicks. But are those clicks turning into enquiries, sales or bookings?
Without proper conversion tracking and Google Analytics 4 (GA4) set up, you could be spending money without knowing what’s working.
The fix: set up tracking before your campaigns go live, not months later.
5. You ask AI a question your business should be the answer to, and you’re nowhere to be seen
You know showing up in ChatGPT, Gemini or Claude matters, so you test it. You ask what a customer might ask, like “Best marketing agency in Dundee”
Your competitors get recommended. You don’t.
More people now use AI tools to research businesses and decide who to buy from, so being visible in AI search is becoming as important as ranking on Google.
The fix: build your visibility with PR coverage, clear and useful website content, strong SEO, and consistent business information (name, location, services) everywhere you appear online.
6. You’re a local business, but locals don’t know what you do
You might have a fantastic business, but if your local community doesn’t understand what you offer, you’re missing out.
The fix: local PR, targeted digital marketing and a consistent online presence help you build recognition where it counts. Whether you’re in Dundee, Angus or Fife, being visible to the right local audience matters.
7. People sign up to your newsletter, but you never send one
You’ve built an email list of people who want to hear from you.
Then… nothing.
The fix: an email list is only valuable if you use it. Regular newsletters let you share news, promote your services and stay front of mind with potential customers.
8. You’re posting on social media without a strategy
You post when you remember, share the odd photo and hope something sticks.
The fix: social media should do more than fill your feed. A strategy gives your content direction, helps you reach the right people and makes it easier to see what’s working.
9. Your website looks great, but nobody can find it on Google
You’ve invested in a shiny new website, but customers can’t find you when they search for what you offer.
The fix: search engine optimisation (SEO). Technical SEO, keyword targeting, useful content and local search optimisation all help the right people find you.
10. Your agency makes everything harder than it needs to be
You hired a marketing agency to make life easier. Instead, you’re chasing updates and wondering what you’re paying for.
The fix: good agency relationships are built on communication, transparency and results. You should always know what your agency is doing, why they’re doing it, and how it’s helping your business.
Frequently asked questions
What does a PR and digital marketing agency do?
A PR and digital marketing agency helps businesses get noticed. That covers press coverage and media relations, social media, paid advertising such as Google Ads and Meta ads, SEO and marketing strategy.
How can my business appear in AI search results like ChatGPT
AI tools draw on information from across the web. Press coverage, clear website content that answers customer questions, strong SEO and consistent business details all improve your chances of being mentioned and recommended.
Does my business need PR AND digtal marketing?
They work best together. PR builds credibility and gets your story in front of new audiences. Digital marketing makes sure people can find you and take action.
Who is a good PR and digital marketing agency in Dundee?
Neon Fizz is a Dundee PR and digital marketing agency helping businesses across Dundee, Angus, Fife and Scotland with PR, social media, paid ads, copywriting and marketing strategy.
Need a hand?
If any of these sound a bit too familiar, don’t worry. They’re all fixable.
At Neon Fizz, we’re a Dundee PR and digital marketing agency helping businesses across Dundee, Angus, Fife and Scotland get noticed, build their reputation and reach the right people. From PR and social media management to Google Ads, SEO and marketing strategy, we help you get more from your marketing.
Recognise one of these mistakes in your business? Let’s chat. Get in touch at hello@neonfizz.co.uk or call 07766 207 954.
