When it comes to hiring online experts, it is critical that you know who you are hiring and
why they are qualified to be your adviser. This is an article I wrote several years ago, but it is equally valid today. Please follow my advice—before you listen to an “online expert.”
It happened again today. One of my students sent me a question about how to do something online. But in asking the question, she mentioned her “personal coach” who was telling her how to set up her website. Naturally, her coach helps people get their lives together—but since when did she become an expert in online marketing?
And that’s what set off this rant.
It seems that anyone who has ever used a browser considers themselves an expert in online marketing. After all, they clicked on a pay-per-click ad, so they know how to “use” them. And therefore feel qualified to advise others on how to write ads, create an advertising budget, track response rates, and just generally do business online.
Then there is the “I can design it” group of experts. Sure, using WordPress or a web design program, anyone can create a website. But does that mean it’s a good website? A website that sells? A website that gathers leads and converts them into sales? No, but to listen to them you would think they were the world’s expert on this. In fact, they actually ask other people to pay them to give advice.
Please. Before you pay anyone to give you online advice, ask these questions:
- How long have you been doing business online? Not just how long have you had a website, but how long have you been making your “living” online?
- How many different businesses have you worked with online? Not how many e-books have you bought, but how many different businesses have you advised, who have then gone on to be successful online.
- How many subscribers do you have? How many have you helped others get?
- How many products have you created and sell online? How many have you helped others create and sell online?
- How do you track the results of your efforts?
- How many different models do you use in putting together the strategy for an online marketing client?
- What are your top 20 strategies for getting results online?
- Have you worked with people who have information or content sites? Sales sites? Store sites? Passive revenue sites?
- How many autoresponder sequences have you written and/or reviewed?
- What is the assessment process you go through to determine the appropriate strategies to use on a site?
When they can answer these questions for you, to your level of satisfaction, THEN you can consider hiring them to coach you to Online Success.