Marketing is an arena filled with amateurs and professionals. It’s hard to distinguish to the untrained eye. A person can whimsically put out a sign claiming they are an SEO expert or social media guru. It is hard to decipher between the salesman’s claims and the real professional services that should likely accompany someone who can deliver.
If you are doing business with an amateur, there can be unmet expectations and disillusion. It’s a shame. It typically becomes evident rather quickly. It usually starts with price. Looking for that cheap person who makes bold claims is attractive. Often, it’s hope. The hope is that you can get a large return for little cost, as in anything that is cheap.
The cheap mindset is blinding. It makes it hard to decipher between quality between different people and firms. Price becomes the measuring stick. Experts are professionals and typically charge professional prices, just as one might expect from an attorney or Accenture consultant.
Here are some ways to know you are dealing with marketing experts:
- Strategy. Are the projects you are discussing centered on the strategy or around tactics? Strategy is what will substantiate the success of a campaign or ongoing approach to marketing. If all the talk is about the newest Facebook plugin, then you are dealing with an amateur.
- Process. There is not an instant success method. If it existed, everyone would be doing it. Buying is a process. Does your marketing partner help you understand the experience and steps a buyer will take. The expert understands buying as a process, not an event. From the first touchpoint to the eventual purchase, the steps in between are well understood and accounted for.
- Systems. The enabler for growing and monitoring an asset relies on sound systems that work together. Your marketing partner should be able to articulate how systems will work and keep pace with the changing demands of your marketing approach. There is a both a level of sophistication and consultative insight the expert understands.
Ask good questions and know that experts don’t try to snow you. They collaborate and help you understand these overall pieces. The amateur can be easily identified and should be disqualified to avoid the costly investment of time and damage to your brand in your marketing approach.
What are your thoughts?