They call it Black Monday in the NFL, the day when the coaches who failed to perform and get their teams to the playoffs or to produce winning seasons get the boot. And why shouldn't they? The stakes are high in professional sports and losing teams cost franchises millions of dollars in revenue.Businesses should treat online marketing consultants the same and hold their own Black Monday. These consultants cost your business a lot of money and they should, in turn, be making you money. If not, then it's time to take that consultant's play book and give them the boot.
An Online marketing consultant should meet two basic marketing needs — they need to drive rankings and build leads.
Driving rankings is key to your online marketing success. Think of it as your offense. When your online marketing plan is working, your website should rank high on search engines. This means more people looking for your services will find them more quickly. But rankings change as search engine algorithms change. Consultants have to stay on top of your rankings or they will slip. Analyzing data and retooling your online marketing strategy should be key components of your consultants marketing playbook.
Secondly, your online marketing consultants should play defense and work to build solid leads for your business. It's not enough to show up first or second on a Google search. Consultants have to build campaigns, calls to action and engaging content that result in leads in order to drive business as well.
If your business isn't winning playoff games and reaping the benefits an online marketing consultant should be providing, it's time to do what the pros do and fire your coach. Hire online marketing consultants who drive leads and increase your rankings so you can make it to the Super Bowl.
