Digital marketing is a hot topic for small businesses right now. And for a good reason -- if executed well, it works.
This has led to a situation where there’s a lot of money to be made. Both for the consultants/agencies, and more importantly, the clients they serve.
Like most booming markets, there are people out there trying to exploit it.
These aren’t bad people. They’re good people trying to make a living. The problem is, it tends to come at the small to medium sized business owner’s expense. Here’s how it tends to work:
“Jason wants an online business. He wants to make more and do less (who doesn’t!). Jason knows a little about digital marketing but doesn’t want to do the hard work of executing for businesses (nor the accountability).
So here’s what Jason does:
Jason starts a “coaching” business teaching others to be “Digital Marketing Consultants.”
He runs some Facebook ads, has a slick webinar presentation, and promises the world.
“EASY reoccurring money without needing to know ANYTHING about marketing.”
His business doesn’t consist of teaching others about digital marketing; his business consists of teaching others about how to SELL digital marketing services.
Jason arms his students with a great sales presentation, slick closing techniques, and advice to outsource it all.
His students “pick a niche” and start targeting busy small business owners promising them the world.”
The issue is, many of these people know next to nothing about the services they’re selling. They plan to outsource all of the work to virtual assistants. People whom you’ve never met, and see your business as just another account. People who aren’t personally invested in your success. They also won’t tell you this.
Do you really want a virtual assistant likely ten time zones away with zero accountability to you managing your hard earned marketing budget?
I wouldn’t. Don’t mistake what I’m saying -- my issue isn’t with virtual assistants living ten time zones away. Many are brilliant and know the technology inside and out.
My issue is with the transparency. Consultants who present themselves as the ultimate expert in your niche, then moving onto the next sales pitch after you sign the contract.
So, I know what many of you are thinking:
Interesting. I don’t want a Jason handling my marketing, but how do I spot a Jason?
I wish I had a magic formula for this, but I don’t. The best advice I can give you is to ask a lot of questions. Ask questions about your account setup. Ask your consultant to build something while on a screen share. Sales presentations are typically nonsense, but building on a screen share? That’s how you separate the “doers from the sellers.”
You can’t expect perfection when putting people on the spot like this, but a consultant that knows her/his stuff will be able to handle it well. The sellers of the world are going to freeze up.
I help small businesses find and wow their dream customers.