| ost people, the dream of making an easy buck online | | | | Figure out just how much personal, hands-on attention |
| has not turned out to be a reality. Back in the very | | | | you will get from a senior level consultant. How can |
| early days of the Internet in the late 1990s, the idea of | | | | you do this? Before signing a contract or going |
| just setting up a website and letting the cash flow in | | | | forward with a project, call the office a few times and |
| was very much in fashion. | | | | see how easy it is to actually talk to the head person |
| Unfortunately, as the dot com bubble burst and people | | | | in charge. Your experience here likely forebodes how |
| started sobering up a bit from their web-world | | | | the rest of the relationship will play out. Trust your first |
| fantasies, all of the people who were unwilling to work | | | | impressions. |
| at being successful online just left the scene and went | | | | 3. Degree to which they know your particular industry: |
| somewhere else. | | | | The important of this one is debatable. Much of online |
| The ones who have stayed behind are those who | | | | know-how is agnostic to any particular industry. Still, if |
| have more realistic expectations of what an Internet | | | | their company has experience with what you do, all |
| business can be. Sure, there are still people making a | | | | the better. |
| mint online, but you can bet that they have not only | | | | 4. Degree to which they outsource vs. use in-house |
| worked very hard to achieve that goal - but they have | | | | talent: |
| also been very smart about the choices they have | | | | Outsourcing certain online marketing tasks is no crime, |
| made. Sometimes, being smart means getting help | | | | and in many ways you may benefit from their doing |
| from expert strategic consultants - or getting access | | | | this (such as in paying lower prices). However, make |
| to the right online tools. | | | | sure that all key strategic decisions on your behalf are |
| Yes, as many have learned the hard way, when the | | | | being made in-house - and NOT by some outside |
| going gets tough online, the tough seek out strategic | | | | person who really has little connection to you or your |
| Internet marketing service providers. If you are looking | | | | business goals. |
| for strategic Internet marketing services, here are 5 | | | | 5. Quality of tools they use: |
| criteria to evaluate potential service providers: | | | | All strategic Internet marketers have access to a host |
| 1. Length of experience: | | | | of interactive tools, such as website analysis, keyword |
| How long has the person or company been working in | | | | analysis, and competitor analysis tools. Find out what |
| this field? Ask for references and other evidence that | | | | they use and how well they use them. |
| they are not just someone who is new to the game | | | | An alternative to your hiring a strategic Internet |
| after having read a few books and building their own | | | | marketing solutions provider is to gain access to |
| website over a couple of long weekends. Experience | | | | professional grade online tools you can use yourself. |
| definitely counts in this arena. | | | | After a bit of training, you may know 90% of what |
| 2. Amount of hands-on attention they will give you: | | | | these consultants could tell you - for a lot less cash. |