Last week I published A Digital Marketing Primer for C.E.O.s Part I because C.E.O.s themselves must grasp the fundamentals of digital before they’re able to make wise digital marketing choices. Companies on the losing side of digital who’ve recently assigned budget dollars to social media are under great pressure to claim some online territory. C.E.O.s want to see their companies build both quality connections and brand advocates. Yet, catching up to one’s competition takes months of time, precious budget dollars, and real skill. Referrals from old media friends (who have no real digital presence of their own) are no longer useful. With dollars, time, and even jobs at stake the answer to the burning question, “How do I vet a digital marketing agency?” is explored here. Special Note: Social media, content creation, design and SEO are inexorably linked and part of a good pull marketing strategy. All are under the digital marketing umbrella.
How do I vet a social media or digital marketing agency?
1. Search for them (online) using industry and geographic specific keywords. If they don’t show up on free search (unpaid search links) then your product/company won’t show up either.
2. Read their blog which should be filled with comments and replies. Blogging is the heart and soul of social media. Run their blog through Blog Grader to check their grade and traffic score. No blog?? No traffic? No comments? No responses? No community? Blog not found in search? Move on.
3. Don’t assume they participate appropriately in social media. Instead, find out which social media platforms they participate in and evaluate what they’re doing. Ask, are they building a community? Are they interacting with others? Do they understand reputation management? Are they responsive? Remember, social media marketing is about creating a community and inspiring that community to share your brand. Look for concrete evidence.
4. Do a creativity check. Read their content and ask: “Is it creative?” “Is it educational?” “Is it inspiring?” “Does it show up in search?”
5. Do a construction check. Do they use RSS? Is it easy for others to comment and share their posts on other social platforms?
6. Find out how they use analytics and ask which analytics tools they prefer. Do they use them to evaluate and refine your campaign? How often? Do they share your analytics with you? In what format? How often?
7. Ask to see an SEO success story. They should have at least one client who ranks very well in Google’s natural search. Then, do a little legwork and search for this company on Google yourself.
8. Listen to the questions they ask you. One size doesn’t fit all so they should be asking you what a successful social media campaign looks like to YOU. They should ask you about your goals and be able to show you how success is determined and measured throughout your campaign. Expect to hear questions about your customers and your current social resources.
9. If you’re considering a big agency, then vet the junior level staff person who will do your work. Ask this person to share his/her personal brand. Check out her/his blog, social media accounts, and community. Go through steps 1 – 8 above.
Many of my esteemed readers are competent digital marketers and I invite each of them to add to my list in the comments area below. To contact oz 2 designs LLC about digital marketing for your company, email cl@oz2designs.com. Keep an eye out for upcoming post, ” A Digital Marketing Primer for C.E.O.s part III (Sherryl you were right – LOL !) which answers the question, “What should I expect to pay a social media agency?”
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These are outstanding suggestions that get a not so well versed person like me to get started. I like #8 as it helps to define the relationship.
Keyuri Joshi recently posted..A Senator- The State of The Union Address- and a Parenting Idea
Keyuri, I like the way you immediately identified the communication building blocks here.
Catherine, what an awesome and comprehensive list. I have to share a “funny story”. I was trying to re-tweet someone’s blog article. This someone is a social media “expert” and advertises himself as such. However, when I went to re-tweet the post, he did not have an automatic URl shortener which of course makes it more onerous to re-tweet and most people, including me – won’t bother. I sent him a polite email pointing this out to him to which I did receive a thank you. But really, would you hire him to do your social media?
Julie Weishaar recently posted..Are Smart Phones Becoming Too Smart
Glad you like it Julie.
Personally, no I wouldn’t hire him because that’s a red flag he is not up to date. Digital is so dynamic. I would only hire someone whose work shows a commitment to stay current.
Really good advice that I agree with completely. Sometimes check URLs out on website grader and it’s amazing how people with Linkedin profiles stating they are SEO experts rank much lower than my blog.
Catarina Alexon recently posted..Africa growing faster than Asia
Very well done Catherine. I often wonder if perhaps there is a niche’ open for those who will do nothing but educate clients as to HOW to evaluate proclaimed Social Media experts. Scratch that, there is a HUGE potential there. I recently have had a client approach me about building his web presence via Social Media. His first words were, “I don’t know anything about XXXXX but everybody is doing it so I suppose we should as well”. Talk about a conundrum. Do I tell him the truth and educate him about the platform he was wanting to pursue, or do I simply jump on the bandwagon and tell him how great Social Media is and take him along for a very long and expensive ride?
Myself, I ended up talking with him directly and explaining what he was getting himself into. I care a little too much about my online reputation to risk it with putting myself into that social media expert barrel that’s already too full of bad apples all too willing to take advantage of clients like this one. The great thing is that now he has a better understanding, I picked up the added work, and we have a realistic expectation instead of one based on all the hype produced by the “experts”.
Great post.
@Paul Thanks for sharing your story! Your client was so fortunate to find you first. As you said, there are many “bad apples” in the social media expert barrel. C.E.O.s must not only understand social, they must do their homework and see proof the agency they choose is competent.
@Catarina I was recently listening to a Linkedin thread about digital and the topic was, “Who should I hire?” Almost every agency recommended by professional people who really believed they were helping – scored an F on grader. Only one scored a 75 – just deplorable. I published each company’s grader results as well as this post in the thread and made 4 new friends.
Hi Catherine:
As a web publisher, I have been the recipient of numerous offers to have my site optimized for social media (and general SEO). One thing I’d suggest to check, with any agency or consultant, is whether they outsource any of your work. If so, find out where to, and perform extra cautious due diligence. I have found problems with overseas work in terms of misunderstandings, as well as automated processes that are of no value.
A good point all C.E.O.s should take seriously Neil.
Great point about the junior staff or who will be running your account and I would also include meeting the creatives as the relationship is with the whole team.To me if I was looking for an agency I would want to know about their background to see if they have been in the communication area for a while as well I would also want to see case studies as well as how they plan on running my account.
Catherine, This is an excellent post and I’ve bookmarked it with Delicious as well as shared it. You described this so well as the digital marketing umbrella and have shared some excellent ideas. There are so many self-proclaimed experts out there and you have provided us with an excellent checklist. I especially appreciate your point that if they’re not showing up in the top organic results, how in the world will they be able to achieve this for you? This is a great series. Now, I’m looking forward to part 3!
Sherryl Perry recently posted..Does CommentLuv Leak Link Juice – Guest Post by Randy Pickard
Excellent post, Catherine. In vetting a social media agency, it’s important to have them understand your goals and your time limitations. I don’t care how involved you are in using social media for your business you cannot be expert in all of them in equal measure, nor can you devote an equal amount of time to different social media tools. Maybe you should be blogging and tweeting. Or, if you are a consumer products company, you should be leveraging Facebook to the hilt. It is not one size fits all.
@Susan Thanks for adding one should meet the whole team, review their communications backgrounds, and request case studies.
@Sherryl Thanks so much for your evaluation of this post. Because blogging is the foundation for social media, anyone who claims to be an expert must know how to generate top organic results for themselves. C.E.O.s – do a search!
@Jeannette I’m glad you elaborated on my one size does not fit all rule. Customization based on demographic interest/needs is the key. Blogging or weekly website updates are still the best way to rank up in search and should always be part of the plan. C.E.O.s – optimized, compelling blog and website content always grows your search engine visibility!
Incredibly helpful, as always. Catherine, you do a great job ‘talking to’ and teaching those of us who are not technical specialists — thank you!
Catherine:
In addition to Blog Grader I would look at Website grader. I have found that website grader is more consistent while Blog Grader can move around a lot. Other places to check are their Twitter account with Twitter Grader as well as how Technorati ranks them. Just added to your point to check them out. I think it is fairer to look at them across a few measures since your social media program will across different platforms.
Rob
Rob Berman recently posted..Employee Engagement- A Real Life Example Leveraging SWOT Analysis
Thanks Rob. I agree the more ways one can vet a digital marketing company the better.
Website Grader for websites and blog grader for blogs. I’m a fan of both grader tools because they grade SEO – a key element in good digital marketing.
Thanks for the visit Julie
I think the points made under number 8 is the most vital. I owe my successful business to building relationships.
Dennis Salvatier recently posted..3 Ways To Fight Fear