Picking The Right Marketing Expert For Your Small Business

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Tips On Choosing The Right Digital Marketing Expert

Google analytics, SEO, hashtags… the list of technical words goes on – digital marketing can be a mind field for most small businesses (social media start-ups aside, of course). But, in 2019, your social media presence and online advertising tactics can also be vital to your company’s success.

Luckily, there are lots of marketing agencies and social media managers around eager to take care of that side of things for you, leaving you free to concentrate your precious time on what you’re good at: growing that start-up of yours.

The digital marketing industry is a big one, which means you can afford to be picky about who you hire to help put your company on the map. Marketing is a massive part of future company growth, so do your research and ask the right questions when selecting an agency or individual to work for you. Here’s a few key points to consider…

What’s your niche?

If you’re running an innovative engineering start-up specialising in some ground-breaking automotive technology, you probably don’t want to hire a marketing consultant with a portfolio of fashion campaigns – regardless of how successful they are.

They’re unlikely to be able to represent you as well as a smaller, perhaps lesser known agency, which has a host of engineering-related campaigns already under their belt.

Similarly, if you’re a budding plant-based chef of some sort selling the “best” vegan cheese, it could be worth checking that none of the marketing agency’s previous or current campaigns clash with your company’s ethics.

For example, if they do the social media for a big name dairy ice cream brand or similar they should be avoided, as using them – no matter how good they are at marketing – would be counterintuitive, as knowledge of their other work would likely upset your customers and could therefore be damaging for your business.

If it’s not clear who the company’s previous or current clients are and this is something that interests you, then ask them. And, while you’ve got them on the phone, ask them if they know many experts and influencers in your industry. If so, who?

If they can’t name anyone on the spot, forget them.

Can they do it all?

Chances are you’re busy enough without having to run around chasing several different people to ensure your marketing is on track.

So, keep things simple by hiring one person or an agency who can do it all – that’s the SEO for your website, your social media posts, your online adverts etc.

You’ll also want to ensure that they are proficient in all of the social media platforms that are important to your business. Most digital marketing pros will be Instagram and Twitter whizzes, but if your company is interiors focused, you will need to check that they have Pinterest nailed, too. Likewise, if you’re an innovation-based start-up, ensure that they understand the ins and outs of LinkedIn, as well.

Do you like their campaigns?

It may sound silly and rather obvious, but if you don’t like the work they’ve done for other companies, chances are you won’t like what they would do for you either. Poor design work or bad grammar?

Look elsewhere. Have a browse of their work on their website and make this call before you bother approaching them for more information – it will save both yours and their time.

What do previous clients have to say about them?

What do previous clients have to say about them?

Once you’ve found a marketing expert that you think could be right for you and your small business, get some references.

I am the founder of a freelance social media consultancy company (FoundUB4) in the UK that offers companies a bespoke social media management service that delivers the results needed to succeed.

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