What to Know Before Hiring a Marketing Professional
By Tom Condit
Don’t make the same mistake most companies do by hiring an unspecialized, inexperienced, and unprepared marketing person whose job duties consists of managing social media platforms and not directly implementing strategies to get customers and generate new business. Managing simply means monitoring events that have already happened and doesn’t include actively producing results. There is a difference.
C & D Players
Business owners hire the wrong players because they know social media and other tactics are important to their business. However, most make the unintentional mistake of under-allocating resources to their marketing efforts which result in attracting and hiring C and D players. This typically leads to an unnecessarily long road of frustration, stagnation, and a complete waste of precious time. I don’t wish this scenario for you. I want results we can all be proud of together. I want us to be partners for a very long time.
Hire a Specialist
On the flip side, when you hire a specialist, someone who has a plug-and-play skill-set, you are able to command the results you’re in search of. A good social and digital marketing strategy not only increases engagement and interactions on your social channels and other places online, but it must also be “profitable” and generate a positive ROI for your business. The bottom line is if you’re not getting new customers then you need to change your marketing. I believe in re-marketing but one can not rely on this for the life of their business.
A robust marketing campaign understands that all individuals are currently sitting at different points along the customer lifecycle journey and to effectively communicate with each of them, you must speak to each of them differently – i.e. create different messages for each segment of your target market. Then amplifying the ones that work the best and keeping them handy in a “bag of tricks” to use throughout the year in one or more social channels. We can then leverage congruently other forms of digital marketing like SEO, PPC, a better-converting website, Press Releases, Voice Drops, to take your business to a whole another level.
Also, a strong marketing campaign always starts with the objective of successfully identifying and locating exactly who it is we intend to target. The inability to effectively do this will result in much higher costs to acquire a new customer.
A Complete Picture
A complete marketing campaign consists of many different parts working together. Some of these include the videos, the ads, the web pages, and the emails to name just a few. The inability to write persuasive “copy” (the words in a piece of sales/marketing campaign) will also result in a lot of wasted money and time.
You can’t forget Google either, it’s important to understand that each platform has its benefits and not one is better than the other.
Technology is changing the way we do things, and the world is not moving backward. A proven, profitable digital marketing and social strategy is becoming ever more important for a business to not only survive but to thrive! Just ask the Hilton or the Marriott (think Airbnb), the Taxi Cab business (think Uber or Lyft), or Blockbuster (think Redbox & Netflix). You don’t want to be left behind without a diversified portfolio of marketing, plain and simple.
Are You Ready?
The question now becomes, “Are you motivated and eager to take advantage of earning more market share? Or, are you stuck doing the same things and willing to forfeit the market share you have spent an incredible amount of time and money earning up to this point?”
Before You Hire A Marketing Professional, Ask if They are Prepared to:
1. Actually, generate income, instead of focusing on the vanity metrics such as likes your posts get.
2. Effectively speak to each point in the customer lifecycle journey by implementing campaigns/messages.
3. Consistently generate high-quality traffic – i.e. leads that turn into sales for your business. And on various channels like Facebook, YouTube, Instagram, Google, etc.
4. Write copy that is persuasive and connects with people on an emotional level (i.e. story selling).
5. Adapt and handle the ever-changing world of technology.
If I’ve convinced you there’s a good chance I can be of assistance, please get in touch with me. I look forward to hearing from you.