As the key marketer of your brand do you have enough knowledge to make the correct decisions if you outsource certain marketing activities?
If you do not and allow them to have all the knowledge then you could be heading for trouble if their business fails or you break up.
All the knowledge goes with them.
A small business owner who repairs carpets brought this issue up last week.
He was hiring another business to run Adwords and as he was stretching my carpet I did a bit of a search of the keywords and the results he was getting. He brought their proposal which was very light on detail.
I am no expert but after 20 minutes I could see he really wasn’t getting the value for the money spent.
I asked him a few questions and he didn’t know enough about Adwords or what he should know.
This meant that his lack of knowledge prevented him from being an active participant in a marketing program that was costing him money.
There are so many marketing tactics around today that it is hard to know all about them. However if you are outsourcing any of your marketing you owe it to yourself to gain knowledge on the activity.
You don’t have to have in depth knowledge, just enough so you can understand the reasons for their suggestions and course of action and how it will affect your business.
Taking the carpet guy example he didn’t know that the words in the ad should fit in with the likely searches and contain words that lead to the right action, not just a click through to the home page.
Any reliable business would be happy to explain the key aspects of what they are proposing and the key elements.
If you ask questions then you can put the answers to the ‘does it make sense’ test. In the example of the carpet guy, one question I gave him to ask was why they were having adwords appear when his own website was on page 1 for a particular keyword.
Knowledge is Power
Trust is important but it is your brand and if you do not understand then you could be wasting your money.
Whether you are doing it yourself or outsourcing you do need to have a level of knowledge to make sure the right decisions and actions are made.
If you are outsourcing any marketing activities, take a moment and ask yourself whether you understand what they are doing and the do their suggestions or course of action make sense.
If you out source how do you make sure you have enough knowledge? If you have other businesses outsource their marketing activities to you, how do you help your customers gain the right knowledge?
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