A practical run-through the issues and techniques to get good advice when hiring external marketing advisors. Tips from the frontline of Client Agency relationships
3. What is going wrong?
Fragmentation of marketing skill & tactics
Sub-contractors
Project management process
Client Account Managers
Opaque fee accounts
4. &
What outcomes do you need?
Who is doing it?
What is “it” supposed to do?
5. Who is doing this?
Find agencies,
Find people
Find case studies
Bookmark
Read, listen, watch
6. So you think you want an expert
Find your expert
Talk - face to face
Ask for a demonstration
Credentials presentation
Speak to past clients
Get references
7. How to hire
•Ask the right questions
•What is the best way to achieve this outcome?
•How will you go about doing that?
•Why……
•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”
8. Where I get inspiration and ideas
Bloggers / News
•Copyblogger
•Problogger
•Convince and Convert
•Occams Razor
•We Are Social
•Creative Agency Secrets
•The Drum
•B2BMarketing.net
•Marketing Profs
•Marketo
•Hubspot
•FeedBlitz
Podcasts
•Social Media Marketing
•Amplify Today
•Jumpstart with Jeffalytics
•Digital Marketing podcast # 151
•eCommerce Fuel
•Perpetual Traffic by Digital
Marketer
•2 Bobs
•Six Pixels of Separation
•Hashtag ME
•Copyblogger FM
9. 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
10. Key principles for you
Transparency
Regular updates
Question everything
Have a fall-back position planned
Know when the experiment ends
Measure everything
12. Next Steps for you
•Buy a book - go teach yourself.
•SEO for Growth book $46
•http://creativeagencysecrets.com/product/seo-
growth-book/
Please connect with me on LinkedIn
@Rebeccacaroe