Here's What NOT to Do When Hiring A Marketing Person

When it comes to building a solid marketing foundation for your small business, there’s a common misconception: that creativity alone is enough. Think twice before hiring:

• Your neighbour’s kid who “does social media”
  Sure, social media skills are important, but hiring someone who simply knows how to post on social media without any strategy is a recipe for wasted marketing budgets.

• An intern who “has a really good eye for design”
  Great design catches attention, but without the ability to translate that design into a strategy that drives conversions, you’re merely dressing up your website.

• Someone who “always comes up with creative ideas”
  Creativity is inspiring, but creative ideas without data, strategy, or experience won’t move the needle on your bottom line.

• A person who only knows how to post on social media without any strategy
  It’s not enough to know the latest social platforms. Your marketing should be underpinned by strategy and insight, not just a series of posts.

The Real Deal: What Your Marketer Needs to Do

Your marketing professional should be much more than a creative thinker—they need to be a strategic powerhouse who understands the numbers behind the narrative. Here’s what you should be looking for:

1. Translating Technical Features into Customer Benefits
   Your product or service has unique features, but customers care about what’s in it for them. A good marketer can bridge that gap, turning technical jargon into compelling reasons for customers to buy.

2. Finding and Converting High-Value Prospects
   Marketing isn’t just about casting a wide net; it’s about fishing where the big fish swim. Your marketer should know exactly where to find your ideal customers and how to convert prospects into loyal clients.

3. Focusing on the Right Metrics
   Vanity metrics are easy to measure, but they won’t grow your business. Look for someone who understands which numbers really matter—like conversion rates, customer acquisition costs, and lifetime value—and who knows how to optimise them for revenue growth.

4. Building and Executing a Revenue-Focused Strategy
   A campaign that looks good on paper means nothing if it doesn’t drive sales. Your marketer should develop strategies that are aligned with your business goals, ensuring every effort contributes to your bottom line.

Marketing Is Not Just About Making Things Look Nice

At its core, marketing is about driving real business results. Yes, aesthetics are important, but they are only one piece of a much larger puzzle.

Without data-driven strategies and a deep understanding of your market, your marketing efforts may look impressive but deliver little profit.

Bottom Line: When hiring a marketing professional for your small business, steer clear of those who rely solely on aesthetics or superficial social media skills. Invest in someone who can turn insights into action, ensuring that every marketing pound works hard for you.

By focusing on the right skills and strategy, you’ll avoid common pitfalls and set your business on the path to sustainable growth. Happy hiring!