How to Choose the Best Online Marketing Consultant

How to Choose the Best Online Marketing Consultant

Ken Bowden - Wednesday, October 19, 2016



When you’re looking to work with an online marketing consultant, you want to make sure that you’re careful with the agency or contractor you choose, or you could end up starting your search over again after things don’t work out a few months in. Find your online marketing consultant on the first try with these tips.

  1. Start your search with a goal in mind.

What are you trying to get out of your online marketing? Better brand recognition? More customers? Streamlining your sales funnel? Understand what you want to gain from your consultant and tell them exactly what you’re looking for.

  1. Ask for specifics.

Many companies send out sales reps who aren’t as well-versed in the actual work that gets done as their marketers are. However, you still want to be speaking to someone who understands the industry they’re selling and how it can specifically benefit you and your business. So after telling the consultant your goals, ask for a few specifics on how they’ll actually get you there.

  1. Look at their online presence.

A lot of companies will use the excuse that they’re too busy working on their clients’ online presences to put much effort into their own. Yes, you want to feel assured that they’re putting their best work towards your account, but you also want to see that the company is getting results from their own online marketing. 

  1. Search for a consultant who specializes in your industry.

Some marketing firms or contractors specialize in a particular industry, such as local restaurants, real estate agents, or B2B. Look around to see if you can find a consultant who deals specifically with your industry. Chances are, they’re going to be able to help you in particular over an agency or contractor who works with a zoo of companies.

  1. Ask for case studies.

Can the company provide proven results and instances where they have helped to grow a company through their online marketing endeavors? Ask for the consultant’s case studies on brands similar to your own to ensure they have the track record to back up their claims.

  1. Decide if you want full-service or collaborative consulting.

Some consultants and agencies offer full-service account management, others offer consulting only, and some offer a combination of both. Determine if you want your marketing consultant to manage your online marketing for you or if you’d prefer to be hands on. Full-service management can be ideal if you don’t have the time to manage your online marketing, and a collaborative consulting package works better if you don’t have the know-how to run your online marketing but would still like to be in charge of how things are managed. 

  1. Understand what tools, analytics, and reporting will be used.

Make sure that you’re getting enough bang for your buck and will be able to ask your marketing consultant for full reports and analytics on how your online marketing has been performing.  A professional agency or contractor should also be well-versed in more in-depth reporting and should be able to give you return on your investment details along with your performance results.

Hiring a marketing consultant isn’t a job to take lightly. Make sure that you put in the time and research to find a company or contractor that is going to work for you and get you the results you’re looking for.



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