Ask Andi: Administrative help we can find, but a marketing person seems more difficult. How do we know who to look for? And how to know if they’re any good? Do I need someone on staff? Or should I hire people to work on projects? If I don’t manage marketing, who will? When it comes to marketing, I have more questions than answers.
Thoughts of the Day: What type of marketing person are you looking for? Marketing is the most diverse of all of the company’s core functions, as well as the least well understood or measured. Marketing is essential to the company’s future. Building a team to work on marketing is the way to go. Figure out what it is that you plan to measure before you hire. Grow into marketing over time.
Do I need to hire a marketing person?
Most business owners are very good at what they do. But unless they’ve had a past job in marketing, it may seem pretty foreign to them. And we all know that we are less likely to jump on tasks that are unfamiliar.
Combine unfamiliarity with uncertainty. As in a lack of clarity around expected results. You’ll find most business owners will go out of their way to avoid the subject. Why work on something they don’t understand when instead, they could immerse themselves in something more comfortable, such as the work the company does to keep its current customers satisfied?
The breadth of marketing can be intimidating. There are print, telecommunications, and online venues through which to approach potential customers. Advertising, direct mail, social media, networking, and phone campaigns are just some of the tools to use to attract attention. Just because people pay attention doesn’t mean that they’re the right targets – that’s where research comes into play. Focus on online presence with a website that lacks good design and programming and you could do more harm than damage. And of course, today’s customers may or may not be the customers your company needs in the future.
A jack of all trades
There are so many unknowns in marketing. Of course, business owners choose to avoid the subject. But avoiding the subject can lead to big problems down the road. Especially when there aren’t enough leads to keep the business profitable. The solution is to learn enough to be able to engage with the subject. Learn about what does and doesn’t work. Build a robust operation.
Get some experience with the marketing person. Join a club or take a course devoted to the subject. There are national associations devoted to the subject. Schools provide semester and weekend courses. Look online for seminars available from business trainers. Learn about the subject and pick a or two topic areas to focus on.
Well-rounded marketing ensures your company is working both today and in the future. That’s your long-term goal. In the meantime, you have to start somewhere. Build your confidence. Start small and get a couple of wins under your belt.
Interview people who provide various services. For each area of marketing that you want to focus on, always interview at least three candidates. Use the interview process to learn about the topic. Use common sense. Don’t get intimidated. If it appeals to you, give it a try.
You actually do have to do marketing
It’s hard to stay committed to any activity unless it shows measurable results. In marketing, it takes time for results to work. And it may be hard to compare the costs of marketing activity to actual results. In addition, marketing is a multiplier function. Typically the more activities you engage in, the more likely you are to see a result.
Build your confidence. Make a list of things to work on. Get one or two of the items checked off. Put together a timetable and a budget for activities. That will help you see it as a process rather than an event.
Looking for a good book? Try “Small Business Marketing, Your Ultimate Guide” by Jimmy Nichols.
