I have been doing a lot of consulting over the past few weeks and a repeated theme keeps coming up. Companies being ripped off by their social media, search optimization providers.
The real issue is that extremely few people know what they are doing and the business owners do not understand the business.
Here is the ripoff:
You as the business owner pay for someone to manage your online outreach, promotions, content, search optimization, paid ads and/or any combination of those. Typically, from $2,000 to $6,000 per month.
The service provider then offers you no proof of what they are doing or even worse show you a spreadsheet that they created as evidence that they are doing anything at all.
I have never yet met any one person or company that has implemented any of these well or thoroughly.
1. Ask for direct proof of work.
If they are running ads for you then ask for a copy of the actual ad as well as the report directly from Facebook or Google. Not a spreadsheet that they create for you. If they don’t or can’t fire them. At the very least they do not truly understand what they are doing and at worst they are intentionally ripping you off. Get suspicious when someone does not offer up front to give you at least monthly reports and the data has to come directly from the source (Facebook, Google). If not, what is the vendor covering up, why the obfuscation?
Fire them immediately.
If you find out that they took your money and did nothing with it, demand a refund and call the Better Business Bureau. I also know a good collection agent.
2. For search optimization
The provider needs to show you results. Where were you listed in rankings before they started and where are you listed now? You need to see evidence of the work as well as evidence that your ranking is moving up in the listing.
If not fire them and demand your money back.
3. a.Paid advertising.
Most people who run these do not understand that Google does not guarantee ad placement and that only the most professional, relevant ads are actually shown. Hiring, a hipster college drop out usually means that you are wasting money on ads which were never run. Ask for copies of the ads, and more importantly the landing page. <–
If you do not know what that is, why it is important, and most importantly how they need to be written then call me for a free eval. So few people understand this. Also, ask for proof directly from Google that the ad was run as well as the associated data. How many people reached, etc.
Solution: Write excellent, relevant ads and just as importantly excellent, relevant landing pages.
If the vendor cannot show you direct proof that the ad was run then demand your money back and fire them.
3.b. Conversions. (Sales)
No one yet has indicated to me that they have planned for or understand conversions. The whole point of running the ad is to generate business. Your consultant has to absolutely know what a sales funnel is, how to develop one, create it for you, and demonstrate conversions to leads and sales. If they are clueless about sales funnels and landing pages and cannot answer this then dump them immediately. Understand that the only reason to run an online ad is to generate sales.
Need help? Want more sales from a professional? Call me: