I was talking with a business the other day about their social strategy. They mentioned that they were on Facebook and Twitter, but never used Twitter, so I asked why they are on Twitter. Their response was simply “because I was told that I should be on it because everyone else is”, but they could not give me the reason why they were told to do so. I see this often in marketing. Businesses follow marketing advice blindly and do not ask enough questions or any questions at all, and in the end they do not understand why they didn’t see an ROI and become skeptical of strategic marketers.
When you don’t ask questions, anyone can set themselves up to be an expert and you wouldn’t know the legit from the nonsense. I’ve seen too many businesses being taken for granted financially because an agency or individual used the right words without substance or proof to back up their claim. It is when you ask questions and challenge marketing advice that you know if you can trust them.
I encourage my clients to ask me questions…lots of them. I encourage them to challenge my strategies and reasoning. It is through that dialogue that we understand each other better and build a stronger partnership. I want them to trust me. I want them to feel safe to express doubts, concerns and…ask questions.
To circle back, I did help that business understand and define their audience to know which social platforms should be on. What they found for a social strategy, Facebook was good, but Twitter and other social platforms were not necessary at this time. The reason? They have a nitch audience that primarily uses Facebook and they would be wasting their time on other platforms with audiences who would not give them a second glance. They asked me some very good questions. We dialogued and came up with a strategy that will help me their buisiness goals.
Are you asking your marketing consultant or agency questions? If not, you need to.