Maxemus Digital Marketing

Qualifications

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Frequently asked questions

• How did you decide to get into your line of work?

  After a successful corporate career stretching over 17 years, Celina decided to take the plunge into consulting to pursue what she loves.

• What questions should a customer ask to hire the right service professional?

  1. What work have you done lately? Ask the marketer what they have been up to in the past year. Listen out for any gaps in their calendar and pay attention to the type of clients they’ve been working with, the projects they’ve handled, and see if it’s similar to what you’re looking for. 2. What is your marketing background and qualifications? There are a lot of people who claim to be marketing experts, but honestly, there’s a lot that marketing is not: a logo or a press release, a blog or a website, a social media presence or a table at a trade fair. Marketing is about developing an overall strategy that considers every aspect of the buying and communications cycle and makes the core message work for the intended target audience. Make sure the consultant you hire has in-depth experience in the full ambit of marketing, not just one speciality area. The best demonstration of a marketer’s competence is references and a portfolio of recent work. 3. Are you published? To find out the consultant’s level of expertise and experience, ask them if they’ve had any articles published. How prestigious are those publications? Have they been quoted in trade publications or other business titles? 4. How many clients do you work with at one time? In all fairness, a marketing consultant earns their living by servicing different clients at the same time. But if at any stage during your preliminary discussions with them you feel rushed, or notice that their work is sloppy, it may be that they’re juggling too many balls. 5. What is the longest time you’ve worked with any one client? If the marketing consultant provides ongoing services, then it’s credible that they may have worked with at least one client for 1-2 years. On the other hand, where marketing projects are once off or can be executed in-house, the consultant might only work with a client for a few months. 6. What industries do you focus on? In most cases a marketing consultant will have a few areas of speciality. It’s rare that they can be a player across the board. Yes, ultimately the same marketing principles apply, but a deep understanding of certain industries means they’re starting at a higher level, and don’t have to learn new things before they start. 7. Who are your top competitors and why should I choose you over them? This question will give you insight into how your marketing consultant views him or herself. It’s interesting to see whom they pitch themselves against and their point of differentiation. Your marketing consultant - of all people - should know what makes them special, different and better. If they say they have no competitors, beware. 8. How will you direct my marketing only to potential clients so I don't waste money reaching the wrong people? The first question you should be asked in return is whom you’d like to attract. Once you’ve defined this, then your consultant can give you general ways to attract these audiences. It’s entirely acceptable that these methods will be refined once the consultant has more knowledge about your business and the communications plan is polished. 9. How soon can I expect to get inquiries from prospective clients? In reality, this depends on the type of services you’re offering, the prospective clients you’re trying to reach and how long it takes those prospects to make decisions. 10. How will you measure the success of the marketing campaign? Here the marketer must show you how the campaign will work, what targets will be set and the results you can expect within a certain time frame. For data driven campaigns e.g. inbound marketing, results are easier to show than awareness and image-driven campaigns e.g. public relations, where measurement criteria are a little blurry.