Many entrepreneurs have some awesome ideas, but changing those ideas into a tangible business is what makes a true entrepreneur stand out. An entrepreneur does not have to know how to do it all. They do however need to know how to recruit the people that are able to do it all. When we first started G2N, we did all our PR and marketing ourselves but as we grew, we knew we needed to find team members that had a background in marketing strategies.
First it is important to understand that PR and marketing go hand in hand. Some businesses feel they must choose one for another but I use them as a team. When looking for someone to market my business it is also key to find someone that understands the whole spectrum of our public relations department.
In a perfect world, every new business owner has the cash cushion needed to hire a fabulous marketing firm that can produce amazing results. But if you are more like me, where nothing is ever perfect, you must think outside the box to move to the next level. I actually do not have the cash follow to hire an established firm but G2N does use a certain standard in order to recruit people in our PR department. Below I broke down the must haves when looking for external marketing services and what we look for when recruiting team members to contribute to our marketing team.
Why you need Professional Marketing Services
Understanding Analytics:
Professionals that are trained in marketing are taught to break down analytical numbers, target audience and so forth. As an entrepreneur we are able to grasp the concept, but it is their job to really dig deep and produce growing numbers. In order to produce growing numbers, there must be a VERY clear understanding of the analytics of your customer’s demographics.
Concentrating on different aspects of marketing:
It is so important that your marketing firm is able to concentrate on different aspects of your target demographics. As an new business owner it is nearly impossible to be able to reach the different parts of your target audience without losing some in the shuffle. Having a group of people or person solely responsible to build your client base will help make sure nothing falls through the cracks.
Making your website more visible on Google:
It is vital to your business that it is visible and easy to get to when searching on the internet. Google is the leader in search engines and without you being on top of their list, you can lose a huge amount of customers. Generally speaking, someone will not scroll past 5 or 6 searches, so this is a very important reason to hire someone that understands SEO, (search engine optimization) and can increase your internet visibility.
Building your Client Base:
This is the lifeline of your business. It takes more than an idea or passion to do it. It takes skills and proper training for them to really be able to bring your brand to the next level and understand how to sell your business to its audience.
Engaging Social Media followers:
It much easier to get followers on your SM accounts, but it is harder to get and keep them engaged. A marketing firm is trained to be able to know how to engage your followers which will help to build your client base.
Changing your SM followers into customers:
This is the whole reason businesses use SM platforms. The idea is to change that “like” on your page to a customer that will engage and buy from your business. Finding the right followers on SM accounts can be tricky. That is what a trained professional can do. They can change those followers into clients, which is the end goal for any business, new or old.
What to look for when recruiting people in Marketing
Experience:
Having experience is important when picking a marketing team or person. Did their portfolio impress you? I am a little more lenient on the years of experience as I believe some people have the niche for marketing and PR and some do not. But it can definitely be a big plus when trying to take your business to the next level.
Interest in your industry:
The person you hire that has at least some interest in your industry will always produce better work and numbers when they are passionate about what they are doing. It really helps to know that they believe in your business and brand in the same regards you and your team does.
Passion for marketing and/or PR:
As much as it is important that they are passionate about your brand and hold an interest in your business, I always look for someone that has a true passion for marketing and PR. If they love what they do, they will produce better results.
Excellent communication skills:
This is A MUST ! If they can not communicate well and able to understand your concept and goals, then it will never work. This is one of the things that a person I hire regardless of the job has to have. It makes or breaks someone from being mediocre to excellent.
Result-Oriented:
This is another must in my book. It is extremely important that someone produces a portfolio that shows growing results? Are they able to give you a concise way they plan on getting your company the results you need to grow? Does their marketing plan touch on all the areas your business needs. A result driven marketing plan will always succeed.
Time Management:
Being there are so many different branches of marketing it is important to have a person or team that is able to manage their time in accordance to the marketing needs of your business. Some areas may be stronger than others and it is crucial to make sure the marketing team knows how to properly gauge their time.
Transparency:
This is the most critical aspect when looking for a marketing firm or person. As an entrepreneur, I want to be involved. I want to know your strategies, and at the end of the day I want to feel like we are a team. It is essential that the team or person that does your PR and marketing can be transparent through out the whole process. This will make you feel more confident in the work and plan they are implementing.
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