We did a blog recently where we offered some general tips on how to search for an Internet marketing service. It's a daunting prospect for anyone, especially for a business that hasn't hired an Internet marketeer before, and it's easy to get tricked by nice-sounding but unrealistic claims or unscrupulous dealings.
Today, I thought I'd write a sequel of sorts and focus specifically on what to do once you've narrowed the field down and you're seriously talking to a few prospective Internet marketing firms to find the one that's right for you. While what you're looking for is going to be an entirely individual matter, there are definitely some things that you don't want to hear from anyone you might partner with.
If your prospect says any of these things, they're probably not for you.
Red Flags When Talking to Internet Marketing Firms
-
"We can make you #1 on Google!" While modern Internet marketing is much more rigorous and scientific than most offline forms of advertising, fundamentally, marketing is still more of an art than a science. Your prospect should be able to point to past examples where they raised search results significantly, but a promise to put you at the top of Google is one they should know they can't reliably deliver.
-
"You'll need to continue to use our proprietary system." Be wary of anyone who tries to lock you into a proprietary Content Management System or other set of tools. This can easily turn into a situation where you're forced to continue using them or else risk losing access to your website or marketing materials. Make sure that, if they do use a locked-in system, there are still ways to easily get your data out of it if you decide to part ways with them down the line.
-
"We'll get you results in a week!" (Or even a month.) Generally speaking, it takes at least 3-6 months to see significant measurable results that can be directly linked to your marketing efforts. There are tricks that can be used to provide a quick, fleeting boost to areas like website visits, but they should be focused on long-term sustainable growth and real returns on your investment.
-
"We use (insert black hat strategy here)." "Black hat" SEO is a term for unethical tactics that usually cause far more long-term harm than good. It's rare for an Internet marketer to openly say the words "black hat," but watch out for terms like "cloaking," "keyword stuffing," "doorway pages," "invisible text," or "automatic content generation." This one is a dealbreaker; never work with a marketer who uses these strategies if you value your brand.
-
"We offer the lowest rates in our field!" As we've said before, with Internet marketing, you usually get what you pay for. There are plenty of ways for marginal companies to cut corners, and most of them won't be good for your ROI. Poor online marketing can damage your brand and sink your Google results rather than raise them. This is an area where you really do not want to pick the lowest bidder.
-
"You'll just have to trust us." Effective Internet marketing is all about data, and its strength comes from the ability to track and measure practically anything you do. If they're cagey about their ability to show you measurable progress, stay away.
Basically, you need to be smart and canny. Do research on Internet marketing beforehand, and make sure you know what claims suggest the firm is not on the level. Make sure you partner with a company that will give you real value for your money.
Call DeepSky Marketing to find out how you can create profitable marketing strategies for your company. DeepSky Marketing is a company that provides businesses with profitable marketing systems and verifiable return on investment (ROI). To schedule a brief no-cost consultation call 707 823-3888.
