How to hire your first digital marketing professional – WAU
It is increasingly essential for companies that they invest in digital marketing to consolidate their presence on the network. Google Adwords, Facebook Ads, SEO, corporate blog, rich material production, email marketing, etc. Your small or medium-sized business is growing and your digital marketing is a mess, isn’t it? So the hiring of […]
It is increasingly essential for companies that they invest in digital marketing to consolidate their presence on the network.
Google Adwords, Facebook Ads, SEO, corporate blog, rich material production, email marketing, etc.
Your small or medium-sized business is growing and your digital marketing is a mess, isn’t it?
That is why the hiring of the first digital marketing professional to synchronize these efforts is increasingly important.
In this article, I will add some characteristics of successful digital marketing professionals that I have learned over the years.
Before you start, understand your need
You have decided that you need to hire an analyst or even a marketing manager.
But are you sure that this person is exactly what you need?
Before starting to invest in digital marketing, it is important to ask a few questions:
- Am I, as a manager, willing to spend time implementing digital marketing strategies?
- Do I have time to train professionals in my company or should I hire experienced people?
- Will I have time to closely monitor my company’s marketing performance?
Answering these questions, it is easy to know how much of your time you are willing to invest in this effort and thus it is easier to plan the profile of the first professional to be hired.
If you answered no to all of these questions, you need a senior professional, probably a manager or marketing director.
Believe me, a junior professional or an intern will not solve this case.
Define the experience sought
If you answered yes to the questions above, now is the time to understand your level of knowledge in digital marketing.
I know everything, I’m an expert!
If you have mastered digital marketing, you will probably find it easy to interview professionals, assess their skills, train them.
You don’t need help nor should you be reading this post.
You are able to understand the professional profiles and tailor them to your specific need.
Your first marketer will be the one who helps you operate the strategy you have already designed.
I will learn digital marketing myself
If you are going to learn it yourself, you may need help.
Here you have two options.
Hire an experienced professional (but you will have difficulty evaluating candidates) to teach or hire a consultant (or courses) and invest in your training.
In particular, I am more favorable to the consultant, since he already has extensive teaching experience and can teach you more quickly.
Along your journey, it can probably be useful to bring in an intern or even a slightly more experienced analyst than you, to make the most of the consultancy and thus manage to manage the various channels in which your company is investing.
Marketing is experimentation, and as you are still figuring out how to make your marketing work, it may be a good idea to bring in someone to help plan this path with you.
Main functions of a marketer
The point is that, in order to learn how to make or hire a marketing professional, it is necessary to know what the main functions he performs within a company.
The first question is: does your business already have a digital marketing strategy in place?
Because if the answer is negative, first of all, you need to have a well-structured plan, clear objectives and metrics, so that the new employee can have a minimum basis for the development of tasks.
If you already have this plan, not only will it be easier for the professional who is arriving to suit your expectations, but you will also be able to monitor and evaluate the results of your hiring.
Regardless of the position that this marketing professional will occupy (I will talk about this a little later), he will perform some basic tasks, linked to his digital marketing plan. Are they:
- Content production – taking into account the stages of your sales funnel, your audience and your goal, it will produce (or lead the production) of the materials according to the decided editorial calendar.
- Social Media Management – a good digital strategy takes into account the best channels to disseminate content, interact with the public, generating more traffic to your website and leads to your funnel. Therefore, it is necessary to pay attention to posts, calls, the exchange of messages (private and public) and the marketer must always be aware of everything that is happening in each profile or page.
- SEO (Website Optimization) – it is necessary that the marketer knows a minimum of HTML to be able to know which SEO techniques and how they should be implemented to guarantee a better ranking in organic search results from search engines ( like Google). This task will also go hand in hand with the production of content for the strategic use of keywords.
- Email marketing – another super important function for digital marketing strategies. When hiring the professional, you need to make sure that he not only knows how to create an email marketing (this technical part is usually quite easy), but that he knows how to use the tool to generate and convert leads.
- Sponsored Links – even if your plan, in principle, does not have a budget for the investment in paid traffic, it is very interesting that the contracted marketer has a good base on the operation of this tool, not only in the search engines, but also on social networks where you have (or wish to have) profiles or pages.
The interesting thing is that the marketer should not only have the technical capacity to perform the tasks, but also know how to help you evaluate these results, regardless of the position he will occupy.
For example: it is not enough to create and launch email marketing campaigns for your base.
It is necessary to be aware of the universe that surrounds this channel, such as the elaboration and management of the contact list, the opening rate, the response to different sending formats.
It is necessary that he be with you when it comes to testing possibilities and realizing in which formats the success rate is higher and where are the mistakes and obstacles to achieve even better results.
The skills of the good marketer
The skills of a marketer are those skills that are already born with the person and can be developed from their market and life experience.
And it is important, when hiring your first professional, to pay close attention to them so as not to end up being disappointed with the results.
I separated the four most basic:
- Curiosity – marketer needs to be curious. Do you know that desire to read more about the subject, to never think you already know everything? The main reason is that digital marketing is extremely dynamic and, therefore, there are always new developments that can mean a huge competitive advantage for your brand.
- Communication – Marketing helps bridge the gap between the brand and the public, so it is essential that they know how to communicate, not only with the market, but also within the company itself. More than knowing how to speak, you need to pay attention to how to speak and your ability to listen to the other.
- Love for Digital – it is not enough to be a user of social networks. You really have to be a lover of this universe. This means understanding the qualities, the defects and always seeking to establish the best relationship possible.
- Familiarity with numbers – the marketer will always deal with numbers. Therefore, he needs to know how to evaluate these results and their impact on the reality of the company, justifying the return on investment in each action.
Analyst, manager, intern? There are so many options!
To be very honest, it depends on your budget.
I’ll talk a little about the 3 roles:
- a marketing intern it can help a lot in day-to-day tasks if you already have a plan, but it will not take your strategy to another level or have a broad understanding of your company. Hiring interns means that you are betting on their future value and for that you must invest a lot of time in training the professional. Never look at interns as cheap labor. Interns are rough stones that need to be cut and this is your duty.
- a marketing analyst already have some experience. He has gone through some stages, lived different experiences and knows the jargon of the market. You can now delegate more complex tasks and leave it alone in a few moments. A good thermometer is to measure his ability to solve problems in an “unsupervised” way. If you don’t have that much time to invest in training, an analyst is a better choice.
- a marketing manager is a more experienced professional. He has already led some teams, answered complex metrics in other companies and proved himself in the market. If you ask what he has done, he will give you some cases and numbers that prove success. If you don’t have time to monitor and develop your marketing department, it’s best to start here. This professional is more mature and will be able to put the day-to-day activities and report to you how the results are going.
Positive signs you should look for in the professional
It is always important to look for signs that the person understands the digital environment well and has some characteristics that permeate every marketing professional (tip, use these as some of the interview questions!).
Check out some signs that I identified:
- Have already had a blog (even if as a hobby)
- Be passionate about metrics and results. Google Analytics is mandatory for any digital marketing professional, even the intern.
- Have a profile on the main social networks (twitter / facebook, plus, linkedin)
- Read blogs (ask which blogs the person reads)
- Be passionate about learning (paper books are also important)
- Be brilliant at solving problems. Anyone knows how to “goggle” today. Few people know how to solve problems. A good way to do this is to play hypothetical tests. Ex: If you needed to talk to 1000 people in love with cars on facebook, what would you do?
- Being independent: All you don’t need is a person who asks for permission for everything.
What training does the digital marketer have?
I met dozens of digital marketing professionals and one thing I say is: talent has no classical training.
Advertiser, computer technologist, journalist, without a diploma, it’s all the same when it comes to digital marketing.
What counts is what has already been done and the willingness to learn.
Forget the idea of searching for a specific course or college.
Look for someone who is a native of the digital world and passionate about numbers and metrics.
Don’t limit yourself, expand the borders.
Important courses to help train marketers
And even if the marketer can come from the most different backgrounds, you can, yes, think of the courses that help in training, yours and his in the subject.
So I separated three institutions with great digital certifications for you to keep an eye on:
- Digital Results – the company has five courses aimed at obtaining results with its digital marketing, including content production, Inbound Marketing, Inbound Leads and Social Media.
- Marketing Certifications from Hubspot – for those who are proficient in the English language (both in dialogue and in specific jargon). It has free courses aimed at the general public and Hubspot users.
- Websites Are Us – the largest content marketing company in the country offers a free Digital Marketing certificate, with annual validity, with more than 3 hours of top-of-the-line content.
Where to find these professionals?
Well, this is the difficult part.
There are dozens of sites where you can find curriculums, vacancies, and several niche murals.
My tip is: publish in everyone, analyze each curriculum carefully and talk by phone with the most promising.
Digital marketing jobs traditionally receive hundreds of curriculums, but few are impressive.
Do not spend your time on personal interviews when you could do it over the phone.
Leave personal interviews only for the last step.
Another tip is: Ask for recommendations from the best professionals you know. Ask them if they know good people and they will be able to recommend someone really cool.
And now that you’ve learned what to look for when hiring your first digital marketer, I suggest visiting the Content Marketing Encyclopedia by Websites Are Us, a complete and free material to help you become an expert on the subject!