When Hiring A Marketing Person Look For These 6 Characteristics
Small business owners need to invest in marketing but should avoid those who promise a one-time
, low cost, quick fix to business development. When it comes to growing your business, there is no "set it and forget it" approach to marketing.
Many small business owners who feel uncomfortable with marketing, or who don't have the time to devote to marketing their business, often look to hire an employee or retain a marketing consulting firm to help them. There is frequently a concern on the part of the business owner that the marketing person is not getting the needed results fast enough.
It's not unusual to have questions about the types of marketing tactics being employed. If email campaigns aren't working, why don't we spend more on SEO? If direct mail is working, should we quit attending events? What about the frequency? Should we have campaigns scheduled on a monthly or quarterly basis?
Small business owners also tend to get a little nervous when the marketing person wants to try something new. They fret over the marketing person suggesting a different look and feel than the stock art, multi-cultural crowd hanging around in the conference room.
So how do you know you have the right marketing person? There are six characteristics that are the hallmark of good marketing people. If your marketing person or marketing firm displays these characteristics, not only can you relax, you can celebrate.
Good marketing people are curious. They love to delve into the details of where and how your products and services fit. Their curiosity drives them to want to know more about everything - the products, the services, the customers, the nature of the customer's business, how the customer is using the product and services for better results, what makes a good customer, and how they can find more of these customers. When you hear them talk about these things, it's a very good sign.
Good marketing people are consistent. They know that the challenge of making your brand top of mind with your target market requires a regular and strategic outreach. They understand the difference between spamming and reasonable frequency. Consistent doesn't mean uniform - so they'll be looking for ways to keep the message and tactics fresh for optimum results.
Results Driven - Marketing people love metrics! From raw leads and number of hits to adds to the pipeline to average revenue per customer. Marketing people are watching analytics daily. How many hits to the website? How many leads have qualified? Conversely, when a campaign didn't work, or didn't draw as much as a previous campaign, they examined the possible reasons why.
Good marketing people are always experimenting. They are constantly looking for new channels or approaches that will improve business development. They will experiment with segmenting the target list, or updating key messaging, or changing the packaging or delivery of the message. When there is time to revisit and re-evaluate, good marketers like to take a fresh look at an old campaigns. Perhaps the content was less than compelling. Perhaps the headline was weak - or failed to address what the prospect was looking to learn or solve. Good marketers are keeping tabs on new technology and platforms like Twitter, Facebook, YouTube and how those tools can be put to use for your business.
Fun - Good marketers look for ways to inject fun into campaigns. One of unheralded values we can deliver to our customers and target market is to give them something that is fun, playful, different than the usual grist and brighten their day in a small way.
Open - Good marketing people are open to discussing how the plan is working. They welcome the chance to answer the business owner's questions. If they don't know the answer to the questions, they are open to researching, and testing if necessary, to get the answer. The point is good marketers are willing to advise but also revise - they too want to know if there is a better mousetrap.
by: Dawn Westerberg
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