15 Feb 2017 RB Marketing Series

The Perfect Match: Selecting your Ideal Marketing Partner

Ruchi Dhami
Ruchi Dhami
Director of Market Insights & Development

On Monday’s episode of The Bachelor, this season’s eponymous character Nick Viall lamented on the struggles of choosing between the remaining contestants. Even though he got a little whiny and dramatic, it got my wheels turning — it is hard to find a partner.

We all know good, solid, long-lasting romantic partners are super tough to find and that’s why dating sites and apps are so popular. But, when it comes to business relationships such as a marketing partner, the stakes are arguably just as high.

We all know the basics of what we’re looking for in a marketing partner — a solution to ethically get us the best results at the lowest cost for the most optimum cost per acquisition. But are we asking the right questions before we give away the final rose? Before you select “The One”, let’s dig deeper into how to find the perfect marketing vendor for your rehab facility.

  1. Assess your goals. Before you can jump feet first into a relationship, you need to know what you want. Sure, we all want the biggest bang for our buck when it comes to any business relationship, but what are your specific marketing goals? Is it to add onto your current digital portfolio through rich content creation? Are you looking to enter the PPC game? Do you need to build a website from scratch? Understanding where you’re starting from is going to make a huge difference in getting you to where you want to be.
  2. Do your research. You wouldn’t marry someone after a first date, right? So, why would you sign a contract with a marketer after an initial call? Shopping around and assessing your options is critical to developing a lasting, fruitful relationship with a marketing partner. Things to look out for when you do your research are:
    **Does this marketing company transparently indicate what they do on their website?
    **Do they have an ethics statement published to ensure the fidelity of their work?
    **Are they making grandiose claims about how awesome they’ve been for other clients?
    **Are they being vague about what they do and how they do it, either online or on the phone?It never hurts to get a second opinion from a friend in the industry who might have insights or experience working with a particular vendor. And, if you can find them, check out a marketing company’s online reviews to see what they are really all about.
  3. Check out their other work. In addition to reading as much as you can about a marketing partner, it’s just as important to see their other work in action. If they publicize their other clients, head over to their websites and see what they were able to do. It never hurts to ask for metrics from other campaigns as well. It’s important to consider if the results they report to you seem feasible and reasonable. Remember, Rome wasn’t built in a day, so anyone claiming they were able to take a client from page 10 to the top of page 1 on Google search overnight is either lying to you or did something really sketchy to get that done.
  4. Understand what they are doing. How many of us have learned a new skill, acquired a new hobby, or developed an interest in something to better connect with our romantic partner? You can’t see it, but I’m raising my hand — I wasn’t always into all the sports, but my husband is, so I took an interest. In business, it’s not quite the same, but the need is still there. Giving an external vendor the keys to your marketing castle might feel great in the short-term (Less stress! Someone else will do it for you!), but at the end of the day, it’s your business and your reputation on the line. Understanding different marketing techniques, and the difference between white hat (ethical) and black hat (unethical) practices can help you maintain control of your online presence.

At the end of the day, the more you know about your marketing partner, the better your relationship will be. Just like any other relationship, keep an eye out for the red flags and the too-good-to-be-trues. The more work and understanding you can gain up front will save you a lot of heartbreak (and money) later on.

Want to ensure that your treatment facility’s marketing practices are aboveboard? Join us for our webinar on Thursday, February 23rd at 12pm PT//3pm ET. Register here to save your seat!

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