Beware "Free" Marketing Consultations
If you own a business you’ve probably lost count of the number of times you’ve been cold called by a “friendly” agency offering to take a free, no obligation look, over your current marketing. It is perhaps the most popular “foot in the door” offer in existence - the Free Marketing Consultation. The problem is the only party who gets value in this exchange is the agency NOT your business!
recordscrach.mp3
That’s right - true to the old adage “Nothing in life is free” - the free marketing consultation has costs that are almost fully paid for by the business owner and very light on actual value for you. What costs might these be?
TIME
Any time you spend in a marketing consult is time you aren’t working on your business. Conversely the agency doing the consult IS working on their business. The business of getting more paying clients (ie. you).
INTELLIGENCE
During a consult the agency will go over your past marketing efforts. That data you share is data you already own and paid the cost for and you’re now sharing it with the agency FOR FREE. At no cost you’re giving them data about how you market your business and the result you got which they can use as competitive intelligence for future cold calls to similar businesses as yours.
TRUST
If you already work with an agency or have somebody on your staff handle your marketing you’re now risking an erosion of trust between you and them. The consulting agency has a vested interest in nitpicking every little detail of their work and showing you how wrong it is and how they have a better way. Often times its not even a better way its just a different way wrapped up in exciting buzzwords. What happens when the person doing your marketing finds out you were talking to another agency? Their expertise is now put into question resulting in a negative influence on work product because they feel like you no longer trust them to do their job.
When seeking help on the marketing of your business make sure you are the one getting the most value from the interaction and that starts with avoiding Free Marketing Consults! Instead focus on these items to ensure your search is fruitful and full of value to you and your business:
Rather than taking cold calls from agencies, be proactive and research agencies who specialize in your business. Take recommendations from fellow business owners. Reach out to agencies you feel fit with your business culture and goals.
Don’t have prospective agencies criticize your past marketing efforts - tell them what you want to accomplish NOW and see how they think they can help you achieve that goal moving forward.
Compile multiple options and don’t just go with the lowest cost! You get what you pay for in marketing and the lower the cost the less attention, knowledge, and partnership you get. Find a cost balance that is right for your bottom line but also brings a level of expertise that will guide your marketing in the right direction for years to come.
