Expertise Is Expected: Look for These 10 Traits in Your Next Marketing Partner
Ever work with someone brilliant who made everyone around them miserable? Don't do that to your business. The next time you're looking to outsource a business function, think about the relationship.
Expertise shouldn’t be the only trait you look for when hiring a consultant.
I’d even argue that it’s the least important element of a successful business relationship.
Why?
I expect expertise when I hire an expert.
It’s baseline.
I mean, I wouldn’t hire a . . .
catering service if they couldn’t prep and serve a tasty meal and set up/break down an event,
a designer who couldn’t create visually appealing work, or
a writer who can’t write.
I’m going out on a limb and guessing you wouldn’t either.
So you’ve found a couple of shiny new marketing consultants with credentials and ability. What should you look for beyond that expertise?
I’ve always believed successful business relationships have that extra sumthin’ sumthin’ – a combo of chemistry, passion, and talent that creates a whole stronger than the sum of the parts.
I’ve been on both sides – outside expert and working with the outside expert. I’ve been lucky; but there have been a few folks who had me considering a mental health day when they popped up on my calendar.
Here’s a 10-point checklist of things to look for in your next outsourced partner (like, oh, say a marketing consultant with a newsletter-in-a-box offer).
1. Do You Like Them? Do You Get Along?
It’s much nicer to work with people you like. We’ve all worked with “that person” who makes you want to fake a bad Zoom connection to get out of a meeting early.
As they say, Teamwork makes the dream work. Morale, usually followed by productivity, nosedives when tensions simmer.
2. Are They a Culture Fit?
Buttoned-up and formal or relaxed and hoodie-friendly? You want someone who can slide into your culture, not disrupts it.
3. Clear Communication
Responsiveness should be a given. It often isn’t. While you shouldn’t ever expect an immediate answer from anyone unless you’re actively chatting, here are a few basic ground rules:
Look for a partner who has clearly established lines of communication:
Emails answered within 24 hours
Calls returned promptly
Real emergencies handled ASAP (not “the owner’s wife doesn’t like the font and photo we used – CHANGE IT NOW”)
Concise but not curt, especially in written conversation
4. They Don’t Pretend to Have All the Answers
No one is “the best” at everything.
If someone says they’re great at everything and have all the answers, run.
Let me restate that: RUN!
I’ve been involved in writing, editing, and/or marketing in some form or other since 1994. I’m always learning something new.
Work with the constantly curious; leave the know-it-all for your competitors to fall behind with.
5. Their Skills Match Your Needs
You wouldn’t take your Mazda do a Subaru mechanic.
Car engines have the same basic parts, but each brand has its quirks.
Marketing is the same. For example, I understand SEO (search engine optimization). I know enough to use elements of SEO (like keyword search) to shape a great content strategy. But. You want to put your SEO strategy up on blocks and overhaul the engine with AdWords, backlinks, and overcoming Google’s AI fetish? I’m not your guy.
6. Adaptable and Willing to Experiment
Change is constant. I know content marketing works. I’ve seen it work for clients and even myself when I treat myself like a client.
But “content marketing” covers a LOT of territory.
Look for someone able to embrace and adapt to change.
There is a flip side to this: be wary of the folks with shiny object syndrome who jump from trend to trend to trend. Content marketing rewards consistency and persistence, so experiment, but do so smartly.
There’s a massive difference throwing a single piece of spaghetti at a wall to see if it’s done and throwing the entire pot of pasta in the hope something sticks. [Note: not a reliable method to test the doneness of pasta, still kinda fun.]
7. Confident Enough to Say “I Don’t Know”
I’ve written just about every format that can be published (except a book, one day). I’m good with words on a page or in an inbox. I’m OK with the basics of video and audio. As much as I do know, I’ll be the first to admit when something isn’t in my wheelhouse.
A consultant who bluffs about their expertise usually has engagements that end in tears and disappointment and wasted money (and worse, time when you could have hired someone who knows what they’re doing).
Note: as a consultant, this is also a good way to gauge how good of a client you’ll be. If you give the impression that you think less of my professional ability because I’ll say “I dunno,” I’ll start looking for other red flags because you likely mistakenly believe that all marketers are equally good at everything and you’ll be a nightmare client.
8. Listens to You
You know your customers and your business. Does your consultant ignore or downplay that knowledge because “they’re the expert” (often a sign of insecurity)?
Are they arrogant and dismissive of your suggestions?
Run. Away.
A good marketing pro takes a good idea from whoever and wherever they can find one – and clients are a GOLD MINE of good content ideas.
9. Will Tell You You’re Wrong
While you want to be listened to, you ARE paying for expertise.
Don’t be afraid of that knowledge. A good professional will challenge your . . . let’s say “wilder” ideas. Listen, especially to the pros who challenge you respectfully and with an explanation of a better option.
10. Knowledge Sharing
Avoid marketers who hoard knowledge like Smaug sitting on his pile of treasure. Look for someone willing to share and teach what they know. The basics of marketing are simple and everyone should know how the basic blocking and tackling works.
Find someone who’ll make you smarter and isn’t scared of making you independent of them.
Did I miss any? What have your experiences been with external consultants? And vice versa, a good client nightmare story is always fun to hear!
Seriously, think beyond expertise when considering partnering with an outside expert. If you’re uncertain, start with a small project and see how well you work together.
It’s only your business. Would you rather work with a true partner or vendor who makes you grit your teeth in frustration?
I’m easy to get along with! Ready to turn your inbox into a growth engine? Newsletter-in-a-Box gets you from blank page to first send in four weeks. Email me at bryant@simplyusefulmarketing.co or book a quick call and let’s start filling your customers’ inboxes with value.
Two songs popped into my head as I was writing this. The great Ryan Bingham from the fantastic Crazy Horse Soundtrack with “I Don’t Know”. And this Mac Davis classic; sing it with me, “Oh, Lord, it’s hard to be humble, when you’re perfect it every way!”
7. Is the most telling. The willingness to both hear and say “I don’t know” is so huge.