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If you're a business owner or manager with a serious business you'll eventually get to the point where your question changes from, "Do I really need marketing help?" to "How do I find the best marketing help?" This article will answer that.
1) See the Work. Marketing experts tend to be an out-going, personable bunch. But, often that expertise is fluff ... ie. more sales talk than real, proven, marketing action. So, after you get the sales pitch, give their website a serious look. And, be sure to invest 10 minutes and dig into it reviewing the work. If it's not truly impressive, move on.
2) Check out Credentials and Experience. Professional pedigree and experience provides a valuable perspective of who you're dealing with. Once again, talk is cheap, so there'd better be a kick-ass bio or two on the website.
3) Results. Ultimately, it comes down to this. Do they have great testimonials and case studies? Do they talk about results?
4) Be aware of The Hidden Agenda. Unfortunately, too many experts simply aren't. Or, their expertise is limited to a specific niche which -- despite what they may claim -- means they won't be totally objective and helpful about addressing and solving your marketing issues. As with your medical health, it's usually best to start with a trusted holistic doctor before talking to a surgeon or specialist.
5) How well do they market themselves? It amazes me how many marketing "experts" shrug off their own lame marketing with "the shoemaker's shoes" excuse. If anyone should be great at their own marketing it should be the marketing firm you're considering. Which ties into ...
6) G-Cred. (Google Credibility) is what shows up when you "Google" anything. It's
an easy and valuable litmus test of any marketing service or person your considering. Wanna test it? Google: "Follis marketing"
7) Do they know Social Media? And, more importantly, are they engaged it? Do they have a
great blog, podcast, Facebook brand page, video page on YouTube, Twitter account, etc? They'd better.
8) Awards. Have they won many? Any?
9) Press. Press-worthy work is a fabulous, free, added benefit for you, the client. So, have they
gotten any? And, if so, are we talking the local penny saver or The New York Times?
10) Are they a respected Thought Leader? Have they been nationally published? Do they speak at high profile venues? Have they been interviewed? Are they profiled on Wikipedia?
11) Do they make it easy to work together? Investing in marketing help can be a scary
proposition for any business owner. So, have they developed an easy way to start the process and test the waters?
12) Are they driven and passionate about their business? It's one of the most important, yet most overlooked, items on the list. If you're passionate about your business you'll want to work with someone equally passionate about theirs. It really does make a difference. (See: "The Power of Passion")
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© 2010 Follis Marketing Therapy
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