| The online world is constantly evolving. You may be | | | | for these messages. The consultant should also be |
| thinking about outsourcing your Web promotion to an | | | | able to help you create this, if required. And finally, the |
| expert who is immersed in this world as their fulltime | | | | consultant should explain how they propose to |
| occupation, rather than trying to acquire this knowledge | | | | evaluate the success of any marketing campaign |
| yourself, and cope with the pace of change in-house. | | | | against your goals and objectives. Marketing is an |
| So, what should you look for in a consultant, and what | | | | ongoing process, during which you'll learn a lot about |
| guarantees can you expect? Choosing The Consultant | | | | your site and about your visitors. This knowledge |
| The consultant should ask a lot of questions about | | | | should be analyzed and used to tweak your site and |
| your business and your objectives. They need to be | | | | refine your business strategies. A good consultant will |
| very clear about the specific goals of your site. Do you | | | | be able to work with you to achieve this. What |
| want as many visitors as possible (as in: "We get | | | | Guarantees Can You Expect? Let's be very clear - |
| millions of hits on our Web site"), or are you more | | | | there is a distinction, which often gets blurred, between |
| interested in attracting qualified leads? Are you selling | | | | sales and marketing. The job of a marketing consultant |
| products? Are you looking for new customers, | | | | is to bring qualified traffic to your site (or in other |
| sign-ups for your newsletter or events, media | | | | words, into your storefront). Completing the sale is then |
| coverage, etc. It's possible that there could be different | | | | a separate challenge. Marketing is also a very gray |
| markets for each of your objectives. The consultant | | | | area, in which it's difficult to provide cast-iron |
| should show that they clearly understand the | | | | guarantees of results. This is particularly true in the |
| demographics of the audience you want to attract. | | | | area of search engine optimization, since the search |
| This includes whether your markets are currently | | | | engines are so unpredictable. In my opinion, if a |
| online, whether they are comfortable using e-mail, etc. | | | | consultant promises you "top ten placement" you |
| It's also important to clarify any restrictions on your | | | | should be very wary - it's possible that they are using |
| marketing - for example, if you're only targeting | | | | tactics that could be classified as spam - soon if not |
| specific locations. The key to effective Web marketing | | | | now. And that can really hurt you - I have a colleague |
| is to have a comprehensive, integrated plan that | | | | who was banned from Google because he hired |
| focuses on where your markets "hang out" online. It's | | | | "experts" who used this type of approach. Obviously |
| absolutely not enough to concentrate your efforts on | | | | you do want to check that the consultant has a good |
| search engines - that's a passive rather than an active | | | | track record, and that they can provide references |
| approach. You want to reach out to your potential | | | | from other clients. I believe that good Web knowledge |
| visitors, not wait for them to come to you. And, you | | | | and proven online marketing tactics are as important |
| want to ensure that your offline marketing includes | | | | as an in-depth familiarity with your industry. In setting |
| your Web site - up to a third of your traffic can now | | | | your contract with the consultant, it's important to have |
| come from real-world sources. So, the consultant | | | | a mutual comfort level with your goals, expectations |
| should propose to you a wide-ranging plan (assuming | | | | and budget. There are many opportunities for free |
| that's appropriate for your goals) that includes: * | | | | promotion online, but if you're prepared to spend some |
| Search engine strategies | | | | money, you can potentially build your traffic faster. |
| * Paid (bid for placement) listings | | | | Since building awareness of a site takes time, perhaps |
| * Review sites and directories | | | | a minimum six-month period would be advisable, but |
| * Linking with other appropriate sites | | | | with appropriate get-out clauses for both parties. |
| * Advertising / e-zine sponsorships (depending on your | | | | Conclusion Good Web marketing is a team effort! Hire |
| budget) | | | | a consultant who you feel very comfortable with, who |
| * Online public relations opportunities | | | | asks lots of questions to really understand your |
| * Integration with your real-world marketing Effective | | | | business and your goals, and who seems genuinely |
| Web marketing must also include an e-mail strategy. | | | | interested in promoting you. But then be prepared to |
| The consultant should include in their proposal some | | | | work with them - respect and consider their |
| ideas for targeted, personalized (and fully opt-in) e-mail | | | | suggestions, and allow them to be creative in their |
| that is compliant with all State and Federal laws. This | | | | approach. © Philippa Gamse, 2003. All rights |
| requires a contact database that you can use to | | | | reserved. |
| select out the different audiences that you might have | | | | |