Business owners who are ambitious and intend to develop their brand have likely realized the importance of digital marketing to their success. Despite this, it is perfectly normal that you do not possess the necessary knowledge or time to handle this issue. It would be impossible for a business owner to take care of digital marketing as well as customers, sales, staff, and all the other management issues they face. That is why they need someone special, a digital marketer!
It seems like a dream to entrust the digital marketing of your business to an experienced professional. However, how do you select the right partner?In order to grow your business, it is crucial to make the right decision at the right time.
Does the digital marketer have a strategy, and how will he or she implement it?
Suppose you hire a freelance digital marketer. Taking a look at their proposed strategy should be the first step.
1. What actions do they suggest?
2. How will you implement them to help your business grow?
Their proposed strategy cannot be analyzed in depth during discovery (initial discussions), and that is understandable. You do not know yet who your target audience is or what your business is about.
Nevertheless, they should be able to support and document their recommended strategy at an expert level. Ask them questions that only a true professional could answer. Of course, they might not be able to answer immediately since, as mentioned before, they don’t know yet your audience neither your business. However, these questions will help you understand their way of thinking and whether they have a proper understanding in your needs or not.
Keep in mind that not all digital marketers respect your own, unique vision.
Make sure you understand if the professional who will handle the online marketing of your business, represents the business itself: it’s your brand, your identity. They don’t need to simply have a Bachelor’s Degree in marketing, they need an innovative way of thinking. If you plan on hiring someone to take over the online presence of your business, be sure to find out if they have marketing knowledge or if they are just a tech person who happens to work in this field. The digital marketer must, however, have the necessary experience to completely take over your business's digital marketing, regardless of his or her background. Marketing is one of the most critical factors for the success of your business, so don't leave it to fresh graduates who may have the enthusiasm but lack the experience.
Lifecycle Marketing
It is essential to understand the concept of Lifecycle Marketing in order to determine if a comprehensive marketing strategy exists. It involves all aspects of marketing that a company uses throughout its customer journey. They are as follows:
- Awareness: Your business and solutions are introduced to the consumer. There may also be a creation of a specific need that has not existed in the consumer before at this stage. It is crucial that consumers learn about you, research your solutions, evaluate them against the competition, and make an informed decision about whether to purchase from you or another company.
- Consideration: The consumer learns about your business and the solutions you provide. This stage may include the creation of a specific need that the consumer may not have had before.
- Loyalty: Maintaining relationships with existing customers and supporting them is an important part of loyalty. There are many ways in which you can do this, including sending a short customer satisfaction survey, writing a testimonial, giving them a discount coupon for their next purchase, and suggesting complementary products.
The above stages should all be addressed as part of an integrated marketing strategy.
The importance of building brand awareness cannot be overstated. Typically, a potential customer will decide to make a purchase after seven interactions with your brand. Without familiarizing yourself with your brand and learning about you, selling to an audience will be difficult.
It is important not to oversell during the consideration stage; none of us like that.Consult your potential customers or provide them with information that will assist them in making an informed decision.
Now, let's return to our topic. Do your prospects anticipate actions for each stage of the Customer Lifecycle, and if so, what are they? Is it planning to use any specific marketing channels?
It may be difficult for you to evaluate the strategy that the digital marketer presents to you unless you have the necessary skills and experience. Making the right assessment depends on asking the right questions before choosing who to work with.
The same way that students at school, without having technical knowledge, gauge whether their teacher has zeal, is good at his job, and cares about their progress.
This article may help you ask your next digital marketer candidate the right questions! You know where to find us if you need advice in the future. In the meantime, best of luck!
