If you’re getting digital advice from someone, or some firm, who does not perform the digital tasks you’re seeking themselves, but relies on other vendors… BUYER BEWARE.

Put it this way, would you expect better plumbing advice from someone, or some firm, who has hired a bunch of plumbers in the past… or might you get a better outcome if you actually hired the services of, say, a real plumber?

To make matters EVEN MORE CRAZY is that a plumber needs some type of real, accredited schooling. Why is this not true with digital posers?

Meanwhile, businesses waste tons of money on really bad digital advice and end up losing perspective and confidence in digital mediums themselves (and rightly so) and the digital “professionals” who administer them.

Whether it’s digital media buying, social media, email marketing, data mining, or web development…there is WAY more than meets the eye…at least if you expect to be successful.

Why? Because there are “layers to the onion”.

Everything is (or should be) connected… so for example, if you buy a Facebook campaign you should have a corresponding section on your site, a bounce back (recognition) if someone were to respond, a corresponding email to be delivered (and perhaps a text), appropriate analytics tracking on your site, and a credible way to monitor and evaluate ALL of the metrics in order for the outcome to even have a chance of being optimal.

Our company, and many others like us, have done it the hard way… by INVESTING time and money into hiring smart people, non-stop education on the constantly changing algorithms and trends in the digital space, learning how we can create better results via “connecting all of the digital platforms”, and owning the OUTCOMES.  And we do this every day.

So the next time someone tells you they’re a digital expert, ask them to share their credentials.  If they are farming things out… then ask what their vendor’s credentials are.  Ask if they can show you quantifiable results within YOUR industry.  If they can’t just “SAY NO”.

Why would we hold a plumber to a higher standard in a background check for a $500 project than we would for a “digital expert” with a $50,000 project?  By the way, we desperately need more plumbers in the world.

 

About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.