How to Choose the Right Marketing Help.
Whether you’re a business owner, entrepreneur, non-profit, solopreneur, or start-up, if you’re serious about what you’re doing you’ll get to the point where the question changes from, “Do I need marketing help?” to, “How do I find the right marketing help?”
That’s what Steve Jobs was asking in 1976, the year he founded Apple. Fortunately, he found a great marketing guy named Regis McKenna and the rest is history.
Finding the right marketing help is like finding the right car mechanic — it’s not easy, but when you do, it's invaluable. To help with that I've come up with a few ways to qualify a marketing resource.
1) Check out credentials and experience.
It’s the place to start because why waste a minute with anyone if they don’t have impressive cred. It won’t tell the whole story, but professional pedigree and experience is a valuable and necessary snapshot of who you’re dealing with. And, if they don't make it easy to find, consider it a dealbreaker and move on.
2) Be aware of The Hidden Agenda.
I know this’ll shock you, but some marketing folks aren’t transparent. Despite how they present themselves many self-described marketing experts are more interested in selling their stuff than marketing yours. Their real agenda is to sell you their book, their course, their training videos, etc.
Besides being deceptive, using that cookie-cutter approach will probably end up a big waste of time and money because every business is different. Each has its own characteristics and challenges and a one-size solution does not fit all.
3) Do they showcase results?
And, I'm not talking about the promise of results, I'm talking about real results with documented testimonials and case studies.
4) Do they showcase their work? Is it impressive?
This is especially important if you need a creative marketing resource. Obviously, you must see and love the work they do.
5) How well do they market themselves?
Why would you ever consider hiring a resource to help market you if they suck at marketing themselves? And it never ceases to amaze me how bad many marketing “experts” are at marketing themselves. Their stuff is boring, their website navigation sucks, they have no video content, etc. etc. And, they all have the same lame excuse; “It’s like the shoemaker’s shoes…” If you come across anyone like that, don’t walk away… run! Which ties into …
6) How good is their “G-cred”?
This is a simple, but super valuable litmus test for anyone you’re considering. Check their Google Cred with a simple search, like this: “Follis marketing”
7) Do they offer an easy way to test things out?
If they don't offer an easy way to begin working together without a significant time or financial commitment, keep looking. As with dating, the only way to really know if you're a good fit is to try collaborating in a way that's easy to digest.
8) Referrals
Referrals, as I’m sure you know, are another typical way of finding help. Just, be cautious for this reason: Just because someone is a fit for your friend, doesn't mean they’re a good fit for you.
As I’m sure Steve Jobs would agree, choosing the right marketing help is one of the most important decisions you’ll make for the success of your business. These simple guidelines will help make that decision a bit easier.
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John Follis co-founded a Madison Ave agency that helped his clients achieve success worthy of a Harvard Business case study, a Prentice-Hall marketing textbook, and national press. Since 2004, his 1-on-1 Marketing Therapy has helped business owners around the US increase their awareness and sales.
