How to Tell if a Marketing Expert Is Legit or Just Faking It Until They Make It
“Nobody knows wtf they’re doing”
Listen, we LOVE this trend but, SOMEONE has to know wtf they’re doing.
I don’t know about you, but when I pay $100 to get my nails done, I’m banking on my nail tech (Jayson) knowing wtf he’s doing.
Know what I’m not doing?
WINGING IT at some “new nail salon” and hoping that whoever’s chair I get into knows wtf they’re doing.
There’s a time and a place for winging it, faking it until you make it, find it on YouTube, and figure it out — that time and place is not on my hard-earned time or money.
But, that’s me!
We digress…
In today's world, it seems like everyone and their dog claims to be a marketing expert. It’s obnoxious honestly.
Whether you're looking for help with SEO, social media, or paid ads, there are plenty of people out there promising to take your business to the next level. But how can you tell who’s the real deal and who’s just faking it until they make it?
As a business owner or marketer, it’s crucial to know how to separate the genuine experts from those who are only pretending. Here’s how you can spot the difference and make sure you’re working with someone who can truly deliver results.
Look for Proven Results and Case Studies
A legitimate marketing expert should have a track record of success, and they should be willing to share that with you. Look for:
Case Studies: Genuine experts will have case studies that demonstrate how they've helped businesses similar to yours. These case studies should include clear metrics, results, and specific strategies used.
Testimonials and Reviews: Real marketing experts have a history of satisfied clients. Look for testimonials, reviews, or even client interviews that speak to the quality of their work and their ability to deliver results.
Portfolio: If they’re claiming expertise in web design, SEO, or content marketing, they should have a portfolio showcasing their work. Check the websites, blogs, ads, or campaigns they’ve created.
Red Flag: If they can’t provide concrete examples of results, or if their testimonials sound vague or generic, they might not be as experienced as they claim.
Check for Real-World Experience
Experience matters in marketing. It’s not just about knowing the theory—it’s about applying that knowledge in real-world scenarios. Here’s what to look for:
Years of Experience: How long have they been in the marketing industry? While experience isn’t everything, it helps to have someone who has worked on multiple campaigns across various industries.
Diverse Experience: An expert should have experience in more than one aspect of marketing. For instance, someone who can do SEO and content marketing is likely more versatile than someone who only focuses on one niche.
Industry Knowledge: Do they understand the specific challenges and needs of your industry? They should be able to speak to your audience’s pain points and needs and adapt strategies accordingly.
Red Flag: If their experience is mostly self-proclaimed with little evidence, or if they haven’t worked with clients similar to you, it might be a sign that they’re not as experienced as they suggest.
Ask About Their Process and Strategy
A legitimate marketing expert will have a clear process and strategy for how they work with clients. You should expect them to:
Ask Questions: A real expert will want to understand your business, your goals, and your challenges before recommending any solutions.
Provide a Roadmap: They should be able to outline a step-by-step process for how they will help you achieve your goals, whether it's increasing website traffic, improving conversions, or boosting brand awareness.
Set Clear Expectations: They’ll discuss what success looks like, how long it will take, and how results will be measured. They’ll also outline their role in achieving those goals.
Red Flag: If they can’t articulate a clear strategy, or if they offer a one-size-fits-all solution without first understanding your needs, they may not know what they’re doing.
Look for Certifications and Continued Education
Marketing is an ever-evolving field. A True expert invests in their knowledge and stay current with trends, tools, and techniques. Check if they have:
Certifications: Look for certifications in areas like Google Ads, Google Analytics, HubSpot, Facebook Blueprint, or any other relevant platforms. These certifications show that the person has invested time and effort into learning and demonstrating their skills.
Ongoing Education: The best marketers don’t stop learning after they’ve obtained their certifications. They regularly participate in webinars, attend industry conferences, and keep up with industry blogs and news.
Red Flag: If they haven’t updated their skills in years or if they don’t have any relevant certifications, they may not be as knowledgeable as they claim.
Test Their Knowledge and Expertise
Don’t be afraid to ask them questions about marketing strategies and tactics. A real expert should be able to explain complex marketing concepts in a way that makes sense to you. Ask about:
Their approach to SEO: How do they handle keyword research? What are their strategies for on-page and off-page SEO?
PPC and ads: How do they measure ROI for paid ads? What kind of results have they achieved with paid campaigns?
Content strategy: How do they create content that drives engagement and conversions?
A true expert should be able to explain their methods clearly and in a way that shows they are not only familiar with the tools but also understand the underlying principles of effective marketing.
Red Flag: If they’re vague, overly complicated, or can’t answer your questions directly, they may be trying to cover up a lack of knowledge.
Look for Transparency and Integrity
A trustworthy marketing expert will be transparent about their process, pricing, and expectations. They should:
Be Honest About Timelines: No one can guarantee immediate results, and a legitimate expert won’t try to make unrealistic promises.
Be Transparent About Pricing: The pricing structure should be clear and based on the services provided. Avoid agencies or freelancers who give you vague pricing without any breakdown of services.
Avoid Unrealistic Promises: Real marketers won’t promise things like “guaranteed results” or “overnight success.” They understand that marketing is a long-term investment.
Red Flag: If they guarantee overnight success, offer ambiguous pricing, or seem to be hiding information, they may be trying to sell you on something they can’t deliver.
Trust Your Gut
Sometimes, the best way to gauge whether someone is a legitimate marketing expert is to trust your instincts. After speaking with them, do you feel confident that they understand your business and can deliver on their promises? Are they listening to your needs, asking thoughtful questions, and giving you practical advice?
Red Flag: If you feel uncomfortable, rushed, or unsure about their answers, it’s a sign to dig deeper or walk away.
Don’t Settle for "Faking It"—Choose the Real Experts
Choose a marketing partner who’s truly equipped to help you grow.