In theory, a digital marketing firm should be able to consult you on fine-tuning your marketing strategy. In practice, though, most of these vendors will not consider the high-level business goals.
Instead, they will work in their own silos, making choices and driving a strategy based on how Google will index your site or how tactical best practices dictate. In the end, they will show you numbers that look like an improvement over what you had previously.
But these vendors will rarely if ever, differentiate vanity metrics that show “success” from a digital marketing perspective with metrics that show success from a business perspective, metrics such as investment + return of investment.
A common complaint of companies against digital marketing vendors is their inability to quantify the business impact of what they do. For this same reason, the strategies they create and deploy on the company website have a natural disconnect with what this website needs to do (make money).
Misalignment between vendors and business goals often leads to failed marketing strategies.