Marketing Resources: Hiring Outside Resources

• Writers for Hire: How to Get What You Pay for on Elanceby Anita Williams Weinberg
  When working with freelancers, "let the buyer beware" is a good rule of thumb. If you aren't careful in the due-diligence process, you may be in for more than you bargained for (literally). How can you make sure you don't ...
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• Redesigning the Site Redesign RFP: Eight Do's and Don'tsby Eric Anderson
  Is a site redesign among your company's New Year's resolutions? To end up with a site that's built to last, you'll need a well-crafted RFP that covers all bases. Learn eight invaluable guidelines for creating your site redesign RFP.
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• Human vs. Machine: Clash of the Translation Titansby Ora Solomon
  Humans or machines—which are superior these days? Both human and machine translation can be used when taking marketing content global. Learn three translation techniques—and when to use them.
  More articles on Content, Hiring Outside Resources, International Marketing, Marketing Smarter
• Keep Up With Marketing's Industrial Revolution: Five Tips for Retooling Your Teamby Ed Thompson
  Marketing automation is rapidly changing how we mine our data, create our programs, deliver our content, and continually refine, streamline, and automate. But getting results requires having (and retooling) the right team.
  More articles on B2B Marketing, Career Management, Hiring Outside Resources, Management, Websites
• How to Hire a Chief Content Officer: 11 Key Traitsby Ann Handley
  What should a business look for in a chief content officer—the key person responsible for sharing and creating its content? To succeed in this important role, your ideal candidate should have these critical (but not so obvious) skills.
  More articles on Career Management, Content, Customer Engagement, Hiring Outside Resources, Thought Leadership
• What Dealing With Inconsiderate Prospects Has Taught Meby Dan O'Sullivan
  Dealing with prospective clients, including the inconsiderate ones, is just part of the job for many of us. Fortunately, you can make the experience a little less frustrating and time-consuming. Here are a few tips I've picked up.
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• How to Hire Your Social Media Strategistby Verónica Maria Jarski
  When choosing someone to lead the charge on the social media front, do you want someone who's merely "good at social media" or someone who can achieve business goals? Here's how to hire the right person and get results.
  More articles on Creativity, Hiring Outside Resources, Management, Marketing Strategy, Social Media
• Outsourced Marketing: Does It Make Sense for You?by Mike Etzinger
  Outsourcing creative marketing functions may bring big cost savings to some, but going with an agency might not be the best route for others. Here are nine benefits and a few drawbacks to consider when contemplating outsourcing.
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• How to Plan a Successful Website Redesignby Andrew Follett
  Website redesigns have become an addiction. Every year or two, Marketing decides it's time to "freshen up the ol' site." But before you go out and rebuild the most important weapon in your marketing arsenal, make sure you have a ...
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• Six Ways to Maintain Your Brand's Voice While Using Freelancersby Amanda Maksymiw
  Do you use freelancers to keep up with the online content boom, despite your fear of compromising your brand? Here are six simple steps to keeping freelancers in line with your brand identity.
  More articles on Brand Equity, Collaboration, Creativity, Hiring Outside Resources, Marketing Tips, Writing
• Bambi vs. Godzilla: How to Work With Very Big Clientsby Matthew Stibbe
  Who said small firms can do business only with other small firms? If you can get your foot in the door, working for Fortune 500 companies is the smart way to grow a profitable marketing firm. This is how one ...
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• 10 Best-Practices in Planning and Marketing Virtual Eventsby Tom Wieser
  Imagine making your events (marketing meetings, conferences, tradeshows, etc.) available to a much larger, highly attentive audience that can conveniently gather and exchange information, browse exhibits, receive product demos, provide feedback, and network—all via their computer.
  More articles on Collaboration, Hiring Outside Resources, Positioning, ROI, Sponsorship, Webinars
• Eight Questions to Ask When Buying a Marketing Listby Chris Golec
  Targeting the right audience is the key to success for any marketing campaign. Up-to-date contact information, valid email addresses, and the tools to segment a list accurately are must-haves for any marketer, yet they are by no means assured ...
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• A Five-Step Guide to Take Your Campaign Globalby Dina Paglia
  How can you ensure that your translated campaign carries the impact of the original? More important, how do you avoid the enormous cost (new creative, photography, design) of having to launch a new marketing campaign for each local market?
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• The Value of SaaS Isn't Just Lower Costby Peter A. Cohen
  Build a value proposition for your SaaS solution that's supported by multiple legs, because there's danger in relying on a single strategic advantage over your competitors. In other words, it's hard to sit on a one-legged stool.
  More articles on Collaboration, Hiring Outside Resources, Marketing Smarter, Product Marketing, Value Propositions
• How to Run Your Own Successful Virtual Conferenceby Kimberly Smith
  Intrigued by the ease, broader reach, and lower cost of hosting a virtual event? Be aware that there are distinguishable differences in how online conferences are planned and carried out—and the technology is just the beginning. Here's how to effectively ...
  More articles on Hiring Outside Resources, Lead Generation, Lead Quality, Marketing Tips, Online Marketing, Sponsorship, Trade Shows/Events
• Cures for Eight Common Small-Marketing-Firm Ailmentsby Steve Adams
  Small-agency quirks don't have to be fatal. In fact, many can be fixed by applying simple technologies that provide big-business tools while allowing firms to stay true to their small-business core. The following eight cures to the common small-marketing-firm ailments ...
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• Put Crowdsourcing to Work for You: Five Tips for Getting Startedby Kimberly Smith
  Some companies are finding that their customers have a truer understanding of their own motivators and needs than even the most-qualified Chief Marketing Officer (CMO), and (what's more) that an outsider perspective may be just what their organizations need. It's called ...
  More articles on B2B Marketing, Customer Engagement, Facebook, Hiring Outside Resources, Marketing Tips, Social Media, Twitter
• How to Bridge the Marketing-Staffing Gapby Eva Wu
  If the company you work for is like many companies in today's economic climate, it isn't hiring too many people and its marketing budget has been cut. Employees are being asked to do more with less. Now more than ever, however, ...
  More articles on Hiring Outside Resources, Management, Marketing Smarter, Networking, Recession, Social Media, Word of Mouth
• Win/Loss Analysis (Part 2)—A Process for Taking Revenue up a Notchby Laura Patterson
  Part 1 of this article series examined the purpose, definition, and metric associated with win/loss analysis. This final part discusses getting started, questions to include in the discussion, when and how to conduct the analysis, and using the findings
  More articles on Collaboration, Hiring Outside Resources, Marketing Analytics, Marketing Smarter, Measurement, Web Analytics

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• The Case for Hiring an SEO Agency
  Should you conduct search engine optimization in-house, or should you hire an outside agency to do the heavy lifting? It's a question you've probably asked your team before—and each solution ...
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• Four Questions to Ask About an SEO Agency
  Adam Singer has heard his share of unimpressive SEO agency pitches over the years. "When reviewing their plans I'm frequently amused by just how ignorant many are to a truly ...
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• Nine Questions to Ask When Hiring an SEO Expert
  If you're not an SEO expert, you might wonder what to ask when hiring SEO staff or consultants. How do you tell the difference between someone who knows exactly what ...
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• Three Rules for the Small Business CEO
  "At least once every day I consider replacing myself with a 'real' CEO," writes Ian Lurie at Conversation Marketing. "Then I could just be the nerd in the cave, writing ...
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• Three Crucial Questions to Ask an SEO Copywriter
  When outsourcing your SEO, says Heather Lloyd-Martin, you have to ask the right questions if you're going to find the right candidate. "SEO copywriting professionals can have a wide variety ...
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• With Content Marketing, You Get What You Pay For
  At least once a day, writes Joe Pulizzi at the Junta 42 blog, he receives an email asking how much content marketing (print and online) should cost. The short answer: ...
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• When Is It Time to Hire an ESP?
  As your email-marketing program develops and expands—and your in-house technology struggles to keep up—you might decide to outsource tech tasks that no longer make for the best use of your ...
  More articles on Email Marketing, Email Service Providers, Hiring Outside Resources
• Watch What You Say
  When you work with contractors such as copywriters and Web designers, you might not realize that certain casual statements can earn you membership in the "difficult client" category. Rick Sloboda ...
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• C'mon, Make Me a Match
  When you hire an email-marketing agency, how do you decide which candidate makes the cut? Size, location, reputation? And has that process always worked for you? Or have you, like ...
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• What Am I, a Magician?
  In a post at the Email Karma blog, Matt Vernhout discusses recent layoffs at AOL and the challenges facing employees who remain. "The individuals [who] do end up making it ...
  More articles on Career Management, Email Marketing, Hiring Outside Resources
• Is He a Searcher or a Sleaze?
  As B2B companies boost their search-marketing efforts, SEO experts are in greater demand. And why not? With search one of the few bright spots in advertising these days, it stands ...
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• Caution: This Is NOT a DIY Project
  While enjoying a recent meal out, Richard King got into a friendly conversation with a fellow diner about his work in email marketing. "After 15 minutes our discussion [came to] ...
  More articles on Email Marketing, Email Service Providers, Hiring Outside Resources, Marketing Smarter
• Look to Where the Sun Is Shining
  "The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom," says Blaire Borthayre in an article at MarketingProfs. And ...
  More articles on Customer Behavior, Hiring Outside Resources, Hispanic Marketing, Recession
• Win, Lose or Draw
  In a Pro article at MarketingProfs, Laura Patterson says you shouldn't think of win/loss analysis as a customer-satisfaction survey. Rather, she explains, it's "a process for differentiating why one sales ...
  More articles on Customer Satisfaction, Hiring Outside Resources, Marketing Analytics, Surveys
• Stay Away from Plug-and-Play
  Diana Huff offers an interesting warning to small businesses in a recent post at her B2B Marcom Writer blog: When creating a website, keep away from companies that offer "plug-and-play" ...
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• Matchmaker, Matchmaker, Make Me a Match
  Anyone can claim to design websites. So before you hire a designer, it's important to ask a few key questions. Oliver Feakins of WebTalent recommends starting with a request to ...
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• Deciphering the Vendor Mating Call
  "Finding a good search engine marketing vendor is a bit like finding a compatible mate," writes Katie Deatsch in a recent Internet Retailer article. To be successful, marketers "first need ...
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• A Fine Mess Caused by the Fine Print
  "I was going to hire a company today to do something fairly simple that would have cost [an advertised] $45," begins a post at the Service Untitled blog. But there ...
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• Do You Hear What I'm Saying?
  Words for Hire blog's Karen Swim tells the story of Jane, a freelance editor hired by Miranda to proofread an e-book. To Jane, this request entailed an exhaustive review of ...
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• It's Not Me, It's You
  Good PR doesn't come cheap, and if you're not seeing results from your agency, it's only natural to consider other options. But before firing your agency, Todd Defren at the ...
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Hiring Outside Resources case studies, deconstructing real life examples and illustrating lessons learned

• How a User-Focused Website Boosted Sales at Jelly Bellyby Jelly Belly Candy Company
  CASE STUDY: How Jelly Belly earned double-digit growth in Web traffic, conversions, and sales. (And you can, too.)
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• How a Digital Input Device Manufacturer Increased Engagement With Customers, Upped Holiday Salesby Wacom Technology Corp.
  Wacom's digital pens and their capabilities are well-known in the business world. To continue growing, however, the company needed to address the consumer market. Here's how it effectively reached a new fan community.
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Hiring Outside Resources online seminar broadcasts from the best minds in marketing

• Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You ThinkBroadcast on 12/10/2009
  More seminars on Branding, High-Tech Marketing, Hiring Outside Resources, Marketing Smarter, Mobile Marketing, Smart Phones
• What You Need to Know About Becoming (or Hiring) a Marketing ConsultantBroadcast on 11/8/2007
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• Small Business Series: How to Advertise on a Modest BudgetBroadcast on 10/19/2007 11:00:00 AM
  More seminars on Advertising, Direct Marketing, Hiring Outside Resources, Marketing Budgets, Marketing Challenges, Small Business, Word of Mouth
• Small Business Series: Do-It-Yourself Market ResearchBroadcast on 6/22/2007 11:00:00 AM
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• Search Marketing Essentials for Online RetailersBroadcast on 2/8/2007 11:00:00 AM
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• Conducting Online Research the Right WayBroadcast on 6/1/2006 11:00:00 AM
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• Marketing Research the Guerrilla WayBroadcast on 5/11/2006 11:00:00 AM
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• Advanced Topics in Paid Search MarketingBroadcast on 3/9/2006 11:00:00 AM
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Hiring Outside Resources marketing downloads for the busy professional

• Shopper's Handbook on Search Marketing Firms
  This is the go-to guide for all your Search Engine Optimization needs. Get a first-rate overview of all things related to how search engines fit into your marketing plan. This guide even tells you how to decide if you should not outsource your search engine optimization. But the best thing about this handbook is a comprehensive list of questions you should ask any potential SEO vendor, and tips as to what to look for in the answers. Very helpful. 45 pages.
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