In business, sales are paramount. Without them, any effort loses its purpose. For most modern entrepreneurs, the internet has become the main sales platform or an additional channel for attracting consumers. Therefore, entrusting marketing activities to just anyone is not an option. The question of finding the right contractor arises for almost every entrepreneur, as it's impossible for a business owner to manage every task alone.
Clearly define the contractor's ultimate goal, whether it's a firm or an individual. Properly setting the task is crucial.
Working Strategy:
- Set specific goals (e.g., increasing brand awareness, boosting sales, driving consumer traffic through internet advertising, SMS mailings, etc.).
- Realistically assess your financial capabilities and timelines, distinguishing between what's desirable and what's feasible.
- Focus on visible results.
Key Principles for Choosing an Internet Marketing Specialist
#1 — Define the Task
Don't hesitate to define your task using the SMART method, where S = Specific, M = Measurable, A = Achievable, R = Relevant, and T = Time-bound. This innovative approach to work may not be familiar or accessible to everyone, leading to debates about whether it's better to hire an agency or an individual specialist. Both options have their merits, but there's no universal solution.
To determine what works best for your business, try launching both processes simultaneously: assign a task to an agency and hire a specialist in-house. After a trial period, compare the results and discontinue the less effective channel.
#2 — Set Requirements
Apply the same standards to agencies and in-house specialists. Remember that an in-house specialist is sometimes essential for effectively coordinating work with external agencies. In reality, an in-house employee can better select and adapt agency services to your business, maximizing the impact of core activities. However, hiring a high-level professional in-house does not guarantee you won't need advertising agencies.
While in-house specialists understand your product or service better, agencies often have greater resources for handling top-level tasks, provided budget restrictions don't severely limit online advertising and promotion efforts.
#3 — Choose a Contractor
When selecting a contractor, consider the competitive landscape in this service sector. If you don't have trusted agencies or firms, use search engines to study reviews, rankings, and pricing from popular agencies. Many online resources and services can help narrow down your options.
Select candidates that best meet your criteria. Don't be swayed solely by flashy presentations or large-scale advertising campaigns. Sometimes, the most skilled professionals work for lesser-known agencies.
#4 — Review Portfolios
Request examples of projects completed for existing clients.
#5 — Check Reviews
Look for reviews about the prospective agency on third-party websites, as corporate sites typically feature paid or curated testimonials.
#6 — Final Selection
Once you've narrowed the list to two candidates, arrange a three-way meeting to address controversial issues related to your business sector. Trust the candidate who excels in the discussion and proposes the most compelling strategy for promoting your business online.
