05/19/2015
There is a common misconception that a Google Partner is a Google Partner, that is Not true. There's a 'Short List' for a reason!
To keep it simple, there are over 5,000 Google Partners but only 27 Google Premier SMB Partners. All Partners have access to the same tools and fly the "we're a Google Partner flag" but Google Premier SMB Partners have additional direct support and education from real, in person Google staff members dedicated to making SMB clients as successful as possible. To be a Premier SMB Partner you must have proven and continue to prove yourself to Google through an extensive vetting process as well as ongoing audits of results.
Tips to be smarter Digital buyers:
1.If someone calls your business and says "I work for Google", hang up fast
..they are dialing for dollars in their underwear at home in hopes of making '"50k a month from home" like the 2 AM TV commercial promised them. Google will Not call your business to sell AdWords/PPC. Google does Not have a Direct small medium business sales force, it relies on its Partners to do that for them. Remember, not all Partners are created equal.
2.It's not magic, it's magnets!
Digital buying has multiple disciplines as should your Digital vendors. Your web guy, although he may be outstanding at development should not also claim extensive knowledge of PPC, Social Ads, Social Media Management, SEO - off page or Email Campaigns or any mix thereof. Each is its own specialty and to execute any discipline takes many man hours to be successful. A normal, even high functioning single person cannot properly successfully execute your entire digital portfolio. There are not enough hours in a day and if this was possible for them to technically perform the actions (wow!) they will lack the creative touch and social skills needed to interface with your end consumer in a way that will cause your potential consumer to act in your favor. If you find a 'Web Guy" (or SEO Guy or Social Media Guy or PPC Guy) that says they can do it all by themselves, RUN! See Tip #3
3.Don't go it alone, use a Digital Architect (Life Savers/Money Savers)
Google makes over a Billion, yes, BILLION per WEEK in profit from PPC. This is not on accident. DIY users make many costly mistakes trying to save nickel and end up spending a dime. Don't be "that guy".
A Digital Architect is a Marketing Specialist who can design a plan, create and exploit your Digital Footprint for your benefit. Digital Architect's are always backed by teams of discipline specific specialists and will help you decide which mix of digital tools and approach will get you the best possible results as well as weaving in your more organic efforts and tying back existing offline efforts. Digital Architects are not the hammer swinging 'Nerds in the basement' (I love those guys) they are the Architect that draws up the plan, makes sure it's up to (Google) code and pick the best workers to get the job done to make you smile! If you find an Architect that says they can do it all by themselves, RUN! See Tip #2
You don't have to know all the details about digital, just enough to disqualify the people who know even less.
Like John Wayne said "Life is tough, it's tougher if you're stupid."
