Social media and web pages are flooded with sales pitches. Since the pandemic, businesses have realised an unprecedented need to get online to survive and continue operating. That drove a massive demand for marketing specialists across the globe.
To meet the demand, a considerable number of agencies and marketing specialists appeared.
So far, it sounds like a good scenario in the basic economic concept supply=demand, right?
(Un)fortunately, what happened in New Zealand particularly, was the government Covid-10 funding to support small businesses. The number of registered service providers escalated rapidly, and business owners had a lot of agencies and consultants to choose from. A few months later, some businesses saw the aftermath of the unprofessional and unqualified help they received.
I personally saw "marketing strategies" developed by "marketing experts" when clients cried out loud: "can you please fix this, and what do I do next?". As part of the Max Marketing team back in the days, I worked with businesses at risk of failure only because they trusted a "registered service provider".
So what I wanted to share with you here is a quick guide on how to choose the right marketing specialist for your business. This will help you to make an informed decision and pick someone who will give your brand the boost it needs and take it to the next level of success.
1. Their practical experience
I am a big believer that these days, you don't have to have a degree to become a successful marketer, although I have a Master's Degree in Marketing myself.
But if your marketing specialist only knows the buzzwords without understanding basic marketing concepts, such as SWOP, PESTEL, Porter's 5 Forces and so on, then I would be very careful when considering hiring them.
Ultimately, if a marketing specialist can't understand your business, who your customers are, how to craft an attractive offer and identify your unique selling proposition - run! They won't make any impact on your sales and profit margins.
Extensive experience across multiple industries would be a good sign that they have a good understanding of marketing theory and marketing implementation to drive results in real life. It also indicates that their skills have been tested in various circumstances.
It's always a good idea to read their client testimonials and case studies and, perhaps, even ask for their permission to do a reference check.
2. They understand digital marketing
This should probably be just as important as the first point earlier. But even in the digital world, solid marketing knowledge is everything.
So, now that you know that your potential marketing specialist has the right experience and really does know marketing let's talk about their digital marketing skills.
Choosing a specialist with digital expertise allows your business to grow in more effective and new ways. Their job would be to drive the most significant return on investment, so they need strong analytical knowledge and a data-driven approach.
An excellent understanding of at least SEO, PPC, Social Media, and Email marketing should be the minimum requirement. One important thing you need to know here is - even if your specialist knows all of those very well, that does not mean that your business would need to implement all of them. Selecting the right tactics as part of your digital marketing strategy to drive return on investment is the skill a good marketing specialist needs to have.
3. Look at their social media presence
If you think a marketing specialist needs to have a presence on all social media channels, that's not necessarily true. Depending on the type of clients they work with, and how they position their own business, they might only need to be on LinkedIn. Or on Instagram and TikTok if they specialise in fashion, food, jewellery etc.
These days LinkedIn is the biggest platform for B2B marketing. A reputable marketer should have an updated profile with consistently good-quality posts. Some marketing specialists have recommendations from others (think testimonials but unedited) and showcase their qualifications and certificates.
4. Try before you commit
When choosing the right marketing specialist, you need to find the right person and not only the most skilled person. Building trust is important, and you need to know that they will always be your advocates, no matter what.
Most marketers will offer you an opportunity to see how they work and think before you sign any contracts. An initial free consultation will allow you to see if you are on the same page, and that the marketer has the right personality and knowledge.
Ultimately, in the medium to long term, consistent marketing with a focus on customers, brand building, and acquisition outperform poorly branded businesses. Therefore, a good marketing specialist needs will be the one helping you drive the growth of your business. Make the right choice for your business.
At MH Marketing, I offer a free 30-min consultation, followed by a proposal that comes with no-strings-attached. This way, all clients try MH Marketing to see how my small team and I think and work.
P.S. I have previously worked with the wonderful Ines Curin herself, the Founder of Girls Talk Business, and you are welcome to ask her about her experience.