What is going wrong?
Fragmentation of marketing skill & tactics
Project management process
Client Account Managers
Opaque fee accounts
What outcomes do you need?
Who is doing it?
What is “it” supposed to do?
Who is doing this?
Find case studies
Read, listen, watch
So you think you want an expert
Find your expert
Talk - face to face
Ask for a demonstration
Speak to past clients
How to hire
•Ask the right questions
•What is the best way to achieve this outcome?
•How will you go about doing that?
•Know the language - WRITE IT DOWN
•Easy tests to run when face to face
•Open Analytics - ask for their views
•Show a problem and ask them how they’d fix it
•How will I know this is resolved / fixed?
•Think hard before hiring a friend
DO NOT BE BAMZOOZLED BY “EXPERTS”
Where I get inspiration and ideas
Bloggers / News
•Convince and Convert
•We Are Social
•Creative Agency Secrets
•Social Media Marketing
•Jumpstart with Jeffalytics
•Digital Marketing podcast # 151
•Perpetual Traffic by Digital
•Six Pixels of Separation
What is it supposed to do?
Set up your own case study trial
I have “tame” clients
I run several sport fan pages (non-work)
Where and how can you try something out?
Set up a test
Run the test
Find a friend to run a test with
Key principles for you
Have a fall-back position planned
Know when the experiment ends
Measure, measure, measure
Tie Everything back to $Profit
Double down on success
Next Steps for you
•Buy a book - go teach yourself.
•SEO for Growth book $46
Please connect with me on LinkedIn