In the bustling world of digital marketing, where every client promises new challenges and exhilarating campaigns, the thrill of signing a new contract can sometimes overshadow the groundwork. I've learned this the hard way, and today, I share a story that too many of us in the social media realm might find all too familiar—a tale of excitement, oversight, and hard-learned lessons.

Setting the Scene: A Promising Partnership

My journey with a Dallas-based shoe brand started as many do: with great promise and exciting prospects. They were enthusiastic about a fresh marketing campaign leveraging my expertise to boost their online presence and sales. The contract was signed, and the collaboration began with high spirits. However, the blurring lines between personal excitement and professional due diligence marked the first slip in what was to become a cautionary tale.

The Conflict: A Sudden Break

Weeks into the partnership, the unexpected happened. The client reneged on our agreement, leaving campaigns midway and payments pending. Stunned by this abrupt turn, I delved deeper into the brand's history, only to uncover a trail of legal disputes over non-payments and an array of disheartening employee reviews on Glassdoor. The evidence was clear: had I conducted a thorough background check, the red flags would have been unmistakable.

Turning Point: Insights from the Past

The revelation was a stark reminder of the critical need for due diligence—a lesson I hadn't overlooked in over two decades, from managing large-scale campaigns for brands like Topo Chico and Frito-Lay to steering clear strategies aligned with business and community values. In each role, my commitment to authenticity and thorough groundwork fortified my strategy and the relationships I built with each brand.

Resolution: Implementing Change

Determined to avoid repeating this oversight, I refined my approach to client engagements. My initial consultations include comprehensive background checks—legal, financial, and reputational—before any contracts are signed. This due diligence has become as crucial to my strategy sessions as any creative brainstorming, ensuring that the partnerships I enter are transparent and on solid ground.

Lessons for the Future

This experience, though costly, fortified my commitment to the foundational principles of my practice: authenticity, transparency, and thoroughness. For my fellow marketers and content creators, let this story remind you of the importance of vigilance in every aspect of our profession. I invite you to share your experiences and strategies for vetting potential clients and fostering a community of informed and prepared professionals ready to tackle the exciting challenges of our industry.

RESOURCES

When you need to perform background checks on potential clients, having access to reliable and comprehensive resources is essential to ensure thorough vetting. Here are some key resources you can use:

1. Business Credit Reports: Services like Experian, Equifax, and Dun & Bradstreet provide detailed credit reports that can help assess a company's financial stability and payment history.

2. Legal and Court Records: Accessing public records through platforms like PACER (Public Access to Court Electronic Records) in the U.S. allows consultants to check if a potential client has been involved in litigation or has any legal issues.

3. Better Business Bureau (BBB): The BBB provides reports on businesses, including customer complaints and the business's overall rating, which can be a valuable gauge of reputation.

4. Google and Social Media: A simple Google search can reveal news articles, reviews, and other relevant information about a company. Social media platforms can also provide insights into a company's activity and reputation.

5. Reference Checks: Contacting former business partners and clients of the potential client can provide firsthand accounts of their business practices and reliability.

6. Industry-Specific Databases: Depending on the sector, industry-specific databases might provide information about businesses and professionals—for example, FINRA BrokerCheck for financial consultants.

7. Secretary of State Websites: In the U.S., state government websites can check a business's registration status, legal standing, and ownership details.

8. Chamber of Commerce: Local or national chambers of commerce can offer insights and networking opportunities that provide additional background information.

9. Glass Door: Glassdoor.com can be a valuable resource for conducting background checks on potential clients, especially in understanding their workplace culture and employee satisfaction. Glassdoor provides reviews from current and former employees about their experiences working for a particular company, which can include insights into management practices, compensation, workplace ethics, and the overall work environment.

This information can be beneficial for consultants to assess whether a potential client's corporate values align with their own, which can be important for long-term business relationships. However, reading these reviews critically is essential, as they can be subjective and may not always provide a balanced view of the company. These reviews should be considered alongside other resources and research methods to get the most accurate picture.

Using these resources, consultants can better understand potential clients, reducing the risk of entering into problematic business relationships.

About Me: I’ve dedicated over two decades to crafting social media strategies, notably for Topo Chico for a decade-plus. My expertise also extends to elevating outdoor lifestyle brands and broadcasting engaging TV narratives. Craft a compelling brand narrative. Let’s start today!