Too Good To Be True: Steering Clear Of Marketing Bullsh*t
If an agency or a marketing company has approached you with a laundry list of reasons why your business or brand needs to be utilizing their services, you just might be tempted to give them a go.
They have sworn up and down that they will be able to hit wow-worthy numbers. They are persistent. They are completely confident in their/their firm’s ability to cater to your specific needs as a business.
Odds are, they are full of nonsense. Common practices for questionable marketers include secretly purchasing likes and followers (a big no-no in our book) and sidestepping the obligation to accomplish distinct goals and timelines by pointing to previously-undiscussed contract loopholes.
Now, if you are considering moving forward with an unknown marketing professional or firm, at the very least, implement the following three tactics.
1. Read The Reviews
And not just the ones that they are showcasing on their website either; these are often picked out of a big ol’ pile…and they likely wouldn’t be showing off the negative ones, would they?
Scour Yelp, LinkedIn and Google+ for clues about potential concerns and definitive critiques. And don’t be afraid to bring these up to the company in question. Mistakes can be made, but excuses shouldn’t be.
2. Consider Asking Their Past & Current Clients About Their Experience
It is all good and well to be handed case studies and the like, but the truth is that there is often a spectrum of end-results in the mix. Chat with their clients—ideally with the express permission of your maybe-new-marketing-team—and see what they have to say.
3. Have Tangible Proof Of Their Promises
Don’t blindly sign any paperwork that is sent your way. That is probably a given, right?
Ensure that they outline the “guarantees” that they mentioned when they first attempted to catch your interest. Peruse each and every page; be on the lookout for liability/responsibility-shirking fine print.
If you voice concerns and they circle back around with reasons as to why they can’t address these, you should probably run far, far away.