Many people are choosing to become marketing consultants rather than working full-time for a company.There are advantages and disadvantages for small businesses that are considering hiring a consultant. The main advantage is that you can find experienced professionals who can provide their expertise on a short-term or project basis. This option usually costs less than hiring someone full-time, since you don't have to pay for benefits like insurance and bonuses.
The disadvantages come to light when you realize that anyone with a personal Facebook Page and lots of Twitter followers can provide such services. Although they might be cheaper, it can be difficult to tell if they have actual experience promoting brands, or are simply good at self-advertisement. Thoroughly investigate potential consultants and/or agencies before making the decision to outsource.
Here are 10 questions for you to consider:
1. What will you do if something goes wrong?
A social media consultant's job is to make sure your campaign looks good on paper, but often it doesn't work out that way in reality. Some consultants have successfully navigated through Twitter storms with calmness and grace, while others lost their cool under pressure - what will they do when faced with negativity or bad reviews?
2. Where can I find current and past examples of your work?
Anyone with prior expertise will be able to produce a portfolio of their work, as well as links to projects they've either managed or been a part of development. Have the efforts resulted in brand exposure and sales? Leads for sales? Will similar project help your company?
3. What will this cost?
You want to be kept in the loop about your budget expenditure so that you're not hit with any surprises. Will there be extra charges for brand mention monitoring? How does one go about getting additional financing approved before the consultant says yes? Is there a plan for Facebook and Twitter ads, and if so, how much will they cost?
This isn't by any means a complete list. It's a big decision to allow anyone, let alone an agency or consultant, to have creative control of your brand. You want transparency in their relationships with influencers and other creatives, you want assurances that they will promote and protect your interests.
4. How will we track ROI?
Although some effects of social media can't be immediately measured, most things can be tracked. Before hiring a consultant or agency, carefully examine their ability to not just generate likes and followers, but also to convert those into leads.
Whenever you outsource to a third-party agency, be sure to establish consistent lines of communication so that everyone is aware of the project's progress. You should also have a solid plan for holding parties accountable in order to verify successful completion of deliverables.
5. Can they demonstrate a proven track record?
Ask which companies the individual or agency has previously worked and is currently working with (to ensure they're not doing business with a rival firm).
Don't be bashful when asking for references. What happened if something didn't work out with a company they worked with? Were they able to quickly shift course and adapt? Do they have the necessary industry expertise to properly develop your business? The more experience they have in your sector, the easier it will be for them to navigate it. When taking on new clients, what are their initial actions?
6. What does success look like, and how will we measure it?
If you're a brand looking to invest in agencies or consultants, it's crucial that you have designated objectives from the beginning. You need an agency who will assist you in meeting your KPIs; they'll help set the targets with you and devise plans on how best to reach them.
7. What is their process for reporting?
Red flags can indicate that an agency isn't very connected with its clients. If they don’t have a method for you to suggest how often the team will communicate, it might be something worth mentioning in a conversation or even looking into further before committing your time and money.
8. How do they come up with strategic plans?
Your business consultant will have a workflow that works for them and for you. They’ll know how to integrate social media with PR, traditional media like TV ads or billboards—whatever is most effective at getting the word out about your company!
9. Who will be handling my account and what background does this person come from?
Is it important to know what each employee is doing on behalf of your company? If you're seeking marketing, PR, or social media assistance, make sure the individuals you choose have previous experience in those fields. Do they have expertise and understanding of current trends in these areas?
10. How will content be developed?
What are the qualifications required to write content for your company? Does this individual or firm have the experience necessary to grasp the intricacies of creating on-the-fly material for each platform? Will you have to sign off on everything written in your brand's name? Is it all going to be planned, or will you trust this person or agency with spontaneous content creation? Does this individual understand how to create content specific for each platform due to their experience? The content you create for your brand should be both shareable and likable. A consultant or firm should be able to provide you with samples of previously created content for other clients, as well as their content calendar and process.
What other questions would you ask? Are there any questions you wish you’d asked prior to hiring a previous agency or consultant?
Are there any questions left?
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