As I’ve explored before, two of the ways to improve your marketing is to hire a marketer or use freelancers. However, before you do this, make sure you avoid these common mistakes a lot of SMEs make when recruiting marketers.
If you needed a conductor for your orchestra, would you hire a flute player and expect them to also step up to the job and organise, lead and plan the orchestra too? Unlikely. But this is what happens time and time again with marketers. Organisations think that they need a marketing “doer” (ie tactician) when actually they need a marketing “planner” (ie strategist).
Mistake 2. Hiring the “wrong” type of marketer
Mistake 4. Having them report to someone who doesn’t really understand marketing
Who will your marketer be reporting to? What is their understanding of marketing? If they are self-taught then they might want to consider up-skilling themselves using something like the Watertight Marketing Masterplan.
This 12 month programme will give them the tools to have a core understanding of how marketing supports real, and repeatable sales results.
Mistake 5. Not actually hiring a marketer
Again, this is a touchy subject, but there are lots of people out there with the word “marketing” in their job title who have little understanding of what marketing really is. Sometimes they are sales people, or people who have done really well at pulling together elements of marketing and achieved results. At worst, they are folk who have done a small element of promotional marketing, ie knocked up a great leaflet, and think that’s marketing.
If this is what your organisation needs, that is absolutely fine. But make sure you know what you are hiring. It’s like thinking you’ve recruited a percussionist for your orchestra when actually, you’ve got someone who’s played drums at a few pub gigs…they could be good but not quite what you were after.
Need more help to avoid these mistakes?
Then consider bringing in a Marketing Consultant, who can help you figure out what type of marketer your organisation needs and how to write their job description. It could save your company a lot of time and money instead of recruiting the wrong person.
By Kara Stanford, Strategic Marketing Consultant.
Email Kara if you want help finding the right marketer for your organisation.