We’re approaching the holiday season, which means it is almost time for the mass rush to the gym. I’m definitely one of those guilty individuals that have an average of going to the gym about ten times a year…and they’re all in January.
My gym of choice? Planet Fitness. Why? They are, and always will be, The Judgement Free Zone®.
While the Planet Fitness approach may not work for absolutely everyone, it does appeal to a large percentage of people who know that fitness is important for your health and wellness, they aren’t fitness experts themselves, and they’re just looking to get in a good workout while feeling like they belong.
Planet Fitness’s solution to the gym problem is very similar to the solution you should be looking for in your digital marketer: No Judgement.
The Birth of Digital Marketing
In my experience, I’ve encountered many small and medium-sized businesses that do the bare minimum or no marketing at all because they don’t have the resources in-house and they don’t want to be judged or scammed.
In the early years, think the ‘90s and the early 2000s, digital marketing was still a fairly new concept to the general public. Many small businesses knew they should be looking into avenues like websites, digital ads, and social media, but they had no idea where to start.
In this space of overwhelming possibilities and conflicting knowledge, quite a few businesses found themselves down a path that they didn’t even know they signed up for. Imagine signing the dotted line for a gym only to find out later that you roped yourself into a multi-year contract that increased in price every 6 months.
Since this time, knowledge of digital marketing has increased drastically to the general public, but the application of said knowledge is still pretty fuzzy.
So, how do you find a digital marketer that will leave judgment at the door and lead you through the maze of social media, SEO, content creation, and more? Here are some key indicators to look for in your research:
Free (or Low-Investment) Discovery Sessions.
The very first conversation with your marketer is a time for you to get to know them AND for them to get to know you. While you still want to be respectful of their time, this meeting is just as valuable for them as it is for you. If a digital marketer is gatekeeping an initial conversation behind a large price tag, then they may not be confident in actually being able to deliver on the services they provide, OR their ideal client is not a small to medium-sized business.
Industry Jargon Explanation.
In your initial meeting with your potential digital marketer, try to pick up on any industry-specific marketing terms that they use and how they present them. Do they just skate by them without clarification? Do they take the time to share a thorough explanation when you ask, or do they rush by it to keep moving through their pitch?
While the old saying goes, “Knowledge is Power,” we live in a modern society where we know that sharing said knowledge is the only way we all continue to move forward and thrive. If your potential digital marketer is still guarding information like term definitions, they are probably not the one for you.
Up-Front Investment Costs & Expectations (read the fine print!!)
When you receive the proposal from the digital marketer, take the time to really review the document. Have they presented all pricing in a clear and easy to identify format like a table, or is the information buried in a paragraph?
Also, if your agreement includes content creation, what happens to that content if your agreement with the digital marketer ends? (No joke – we had a client realize that their previous marketing team still owned all the rights to the content they had been creating for them for YEARS.)
Team Transparency
We’re all for the side hustles and a gig economy. But if you don’t know the actual person that is building your website, creating your ads, or writing your content, be wary that it may not sound like your company or relate all that well to your audience. Some companies will use a combination of employees, subcontractors, and third parties to complete work, which is all fine and can still create stellar work. Just be sure you have the conversation upfront of who on their team or in their network will be fulfilling the agreement.
Realistic & Relatable Client Stories
A great way to get to know how a digital marketer interacts with their clients is to ask them to tell you a story of one time they succeeded for a client – and one time they failed. The thing is, we’re all human, and no one is perfect. By asking your potential digital marketer these two questions, you get to find out an example of what success looks like to them. More importantly, you get to see how your potential digital marketer responds when things didn’t work out the way they originally planned, and hopefully, how they were still able to save the day.
Trust the Vibe
My last piece of advice is a little less tangible but is important nonetheless. I have found that most people’s intuition is pretty accurate most of the time. In your initial meeting with your digital marketer, take note of how you and your team feel about the interaction. Did it feel natural, or was it more forced? Did you feel heard by the marketer, or did it feel like they were just scanning your sentences for key buzzwords?
At the end of the day, the company you choose to partner with for your website, social media, and other digital marketing components can be a great help to you and your team. Take the time to choose someone that will be your champion and will be here for the long run.
Start Your Search
Are you looking for a digital marketing partner for your organization or business? Explore Shout It Out Design’s digital marketing solutions for small businesses and contact us today to start the conversation!
