How to Select a Social Media Agency or Consultant
Social media agencies and consultants insist that following your customers into social spaces is a smart idea. Yet it's actually an incomplete idea, unless you have a clear means to capture demand and convert it to sales. So, it pays to make sure you have a list of specific interview questions in hand when choosing a social media agency or consultant. That's why I'm giving you some gems that really work.
Remember, the answer to selling more with social media is this: Starting conversations that are worth having and conversing in ways that generate questions that you have answers to. The rest is occasionally (when relevant) connecting those answers to your products/services. This is how to generate customer inquiries using social media. Your agency, freelance provider (or employee) must grasp and practice this. Let's find out how to make sure they do.
Question Your Consultants
Overzealous “digital rock star gurus” say the social Web has revolutionized everything. We’re told to listen to and engage with customers. But what do we do with what we hear ... and when does engaging connect to sales? Does it at all? As David Ogilvy himself reminded marketers decades ago “we sell or else!”
The nature of your relationship with social media agencies and consultants should be to question. Why? Because so many are questionable in terms of the results (or lack there of) they deliver!
Be Sure They're Producing Behavior
“You don’t sell someone something by engagement, conversation and relationship. You create engagement, conversation and relationships by selling them something,” says Bob Hoffman, (“The Ad Contrarian”) CEO, Hoffman Lewis.
Read that again and notice how it flies in the face of what we're being told to do by most social media agencies and consultants. Notice how logical this simple truth is.