Before working with a freelancer, consultant or an agency, get a feeling of their approach to marketing in relation to the following items. These marketing points of view, align with providing the best marketing solution to your small business. A good marketer will pass these tests with ease.
A good marketer won’t take orders for dollars
A good marketer will never apply what you ask for no questions asked. Whether you’re an experienced marketer yourself or have been running your business for years, a good marketer will question your request with an angle to understand your strategy or planned outcomes from performing the certain request. An even better marketer will obtain this information in a perfectly professional way helping you understand that they simply need to know more, and potentially help you improve on your request.
A good marketer will always try to improve your marketing from a strategy perspective.
Omnichannel marketing is more than just a buzzword
In this day and age of marketing there is no such thing as a one channel marketing strategy, or campaign. If a marketer suggests putting all your eggs in the social media basket for example, run.
People no longer read the newspaper and buy a product (gross exaggeration here), they instead need to be touched multiple times in multiple channels with messaging that relates to the same product or service offering. Therefore, good marketers will always suggest integrating multiple marketing channels, and tactics, as part of your strategy or campaign.
Good marketers don’t ask for your budget in the first meeting
Marketers who start from the budget restriction are less likely to develop a good campaign or strategy for you, as they are building to your “perceived/supposed” budget.
Good marketers will develop a marketing strategy to provide the most value to your business. Only after presenting that strategy will they get a feeling for your budget and alter the strategy to work towards what you can afford.
A really good marketer will also have a threshold. Meaning if you have a budget that’s to small to achieve what they feel will result in marketing success, they will likely explain that you cannot achieve the desired outcomes by cutting out a certain number of items to fit within your budget. If this happens to you as a small business owner don’t get insulted, keep their details in your contacts, and go back when you can afford their approach. Only the best turn away business if it doesn’t make sense.
Good marketers know research is a must
A good marketer will never jump head first into a strategy or campaign without some solid research to support their final direction. Gut feelings may work in some circles, but very rarely do they pay off in marketing. Research provides the insights required to maximize the chance of success of a marketing tactic or strategy.
So if your marketer never does research, or leans on your insight to make decisions, they are likely not a good marketer.
How to know before working with a marketer?
You’re probably thinking, this is all well and good but how do I identify these things before I start working with someone. Here’s how…
Have an initial meeting, be it in person, over the phone, or even email, and ask questions like these:
- I want to advertise on Facebook, what do you need from me to get started?
- I’m looking to do a year long marketing campaign, and need help to execute, how would you go about planning it out?
- Do you have the ability to perform research in my industry and of my competition?
- I understand that you’re not able to perform all the tactics under the sun, do you have a partner to perform the one’s that you do not currently provide?
I’ll break down the questions for you.
I want to advertise on Facebook, what do you need from me to get started?
See if they ask “how you came to deciding on Facebook ads?”, or “have you established your target audiences?”, or basically any strategic questions. If they don’t they failed #1 – they’re an order taker not a marketer.
I’m looking to do a year long marketing campaign, and need help to execute, how would you go about this?
If they reply with something like, “we’ll do whatever you need us to do” – that’s not good. If they ask, “have you established the campaign” or if they can help – that’s good. This indicates that they’re being somewhat strategic. If they explain that they’ll work with you to execute the campaign, then you’re on the right track.
Do you have the ability to perform research in my industry and of my competition?
You’ll likely get one of two responses Yes or No. If it’s no, well it’s no. If the answer is yes, then they at least value research and that’s a good thing.
I understand that you’re not able to perform all the tactics under the sun, do you have a partner to perform the one’s that you do not currently provide?
This is a good one because it will gauge their level of expertise but it will also identify if they value omnichannel marketing. Those who do value omnichannel marketing will have partnered to perform the tasks that they cannot in an effort to ensure that the best marketing solution can be delivered for their clients.
Bad marketer backlash
I expect that over time this article will receive some heated feedback from marketers. It will most likely be from marketers who are trying to prove that you can do without some of the things I’ve mentioned. Guess what? They’re probably bad marketers. I stand by what I’ve outlined above in the interest of helping small business owners get the most out of their marketing efforts.
If you’re a business owner looking to get a marketer to help you, make sure they’re on the right side of these mentalities. You’ll save lots of time, and lots of money, by choosing wisely. Hell, you might even make some money – that’s what marketing is for right???
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