Like many other business owners, I’ve had plenty of proposals rejected on price. And like those other businesses, I know that there will always be someone less expensive than me out there, and there are plenty that cost a whole heck of a lot more. I tend not to focus on these losses as losses at all. I know in my heart that they’ll get what they pay for, and of course that I’m worth every penny (solid recommendations and testimonials will prove it).
However, today I hung up with a friend who was pitching me to a senior partner at his company. He wanted to give me the inside scoop on what was happening. Apparently, management had gotten a bid from another vendor who came in about 30% lower than I did and, in his words, “offered the same exact service. It was an apples to apples comparison.” As he was my friend, he answered my questions about the competitor. “They’re our web site development company,” was the response. I questioned the qualifications of this company; it’s difficult to be in the graphic design/web engineering field and also in the copywriting/social media marketing field, unless they’re a larger, full-service agency. I couldn’t find anything substantial about social media services on their web site (though their site design portfolio rocked), so I headed to this company’s Facebook and Twitter profiles to see what they were up to.
My discovery? They had no profile image on their Facebook page other than a logo, their posts were infrequent, and every other one had typos. I went to Twitter and was even more shocked to discover that in the past five months they had only tweeted a dozen times, and each tweet was a sales message about their own services. The icing on the cake? They only had 16 Twitter followers.
Now I KNOW that social media is a new world, and it’s hard as a business owner to even understand the language, let alone know what questions to ask. But what my friend thought was an “apples to apples” comparison was not one, in any stretch of the imagination. My gift to my friend and to you, a busy business owner with little time to do research, is a list of questions to ask social media strategists and service providers, BEFORE you sign the dotted line and questions to ask yourself during the campaign once they’ve started working for you:
1. Is your background technical, design, marketing, or copywriting?
2. What social networks do you think I should be on, and why?
3. What would your goals be for my social media campaign?
4. How often will you post on each of those platforms?
5. When might I expect those posts to happen each day?
6. From where will you get content?
7. Can you give me a few samples of posts you might use?
The answers you receive will help you determine a few things. A, if they know what they’re doing. B, if they are marketers or technologists. C, if they understand the platforms they are using to promote your business, and D, how they compare to other service providers. Most importantly, you’ll illustrate that you know a thing or two about social media.
Here’s the other gift. Once you’ve gotten your consultant posting for your company, ask yourself these questions:
1. How’s the messaging online?
2. Do the posts have publicity/share-ability built into that?
3. Is there original content from your company on the social networks?
4. Is there sharing of others’ content?
5. Are you/ your company being positioned as an expert?
6. Are the profiles optimized for the search engines?
7. Are contacts being converted into sales and inquiries?
8. Are the posts generating good feedback numbers and high impressions?
9. Is traffic increasing to your site, services, and products every month on a consistent basis?
I know I’m good at what I do; my clients tell me so. And I also know that budgets are real and everyone wants a fair deal. As far as that other proposal goes that my friend received, clearly he’d be overpaying at that price, even though it was 30% less than mine.
Take those questions to your proposal reviews. I have several clients that have come to me after rejecting my proposal and hiring another team to do the work based on price. The difference that they discovered immediately upon engaging my services made them regretful that they had turned me down in the first place.
Does this mean that I’m the answer for you? Not necessarily. But I’m a righteous chick, and I want you to get a fair deal, no matter who you hire. And you can always reach out to me for advice or with questions. Let me see what you’ve got going on. You already know you get what you pay for, but you may get more if you ask the right questions.
Many businesses are carrying the new tagline “Follow us on Twitter” in their marketing messages. While you may be hesitant to jump on the bandwagon, or feel overwhelmed by the seemingly alien language of the posts or “tweets,” chances are pretty great that you should be there, too. Check out the following arguments for getting in on the conversation.
1. Twitter is today’s information superhighway for your industry.
If you’re impressed by the magic of “Googling” any topic, person, or headline to instantly get answers, you’ll be blown away by Twitter’s real-time linkup to what’s happening in your industry, often directly from key sources. Stay in the loop and one step ahead for your customers.
2. You can keep an eye on your competition.
Do you know what your competitors are talking about? Do you know what they’re offering their customers today? Where are they getting their information, and who’s listening to them? With a click of the “Follow” button, you’ll have the answers.
3. When you ask your customers to follow you on Twitter, you’re inviting them to cultivate their relationship with you.
Unlike traditional marketing and advertising, social networking is a two-way conversation, and this will generate customer loyalty much more quickly than your other communications efforts.
4. Twitter is word-of-mouth promotion x 100.
Word-of-mouth about your brand is priceless, and with Twitter the phenomenon can ignite like wildfire. When you have valuable information to share, whether about the industry at large or about an exclusive opportunity for your followers, word will spread fast with re-tweets.
5. If your business isn’t on Twitter, you’ll soon be scrambling to prove you’re here.
Just like having a web site, any company worth its salt will soon have a hard time finding its audience without social networking presence. And unlike other popular sites, Twitter is fast becoming your customers’ go-to venue for their information. Let’s hope you’re there to give it to them–your competitors certainly will be!