I’m Looking For A Marketing Person
(This post originally appeared on Forbes)
I was just checking out this really cool social media marketing application the other day. It’s called Socedo. Ever hear of it? It’s a lead management tool for Twitter – you enter search terms and it’ll return to you prospects. Then you can create automated workflow to build engagement with those prospects. I love it. The problem is, I can’t use it. Why?
I don’t have anyone to use it for me. Socedo is a great tool for social media lead management. Hootsuite, Buffer and Socialoomphare fantastic services for managing social media accounts and sharing content. Salesforce, Microsoft Dynamics CRM, Sage CRMand ZohoCRM are great customer relationship management applications. Constant Contact, MailChimp and JangoMail are excellent email services. AWeber, Hubspot and InfusionSoft are terrific inbound/outbound marketing services. Marketo, Eloquaand Adobe Marketing Cloud are brilliant marketing automation tools. And these are just a few. But there’s a problem with all of these great, fantastic and terrific technologies: they’re not going to work by themselves. For them to be truly beneficial for my company I need someone to really use them to their fullest capabilities. Otherwise, I’m going to be very disappointed.
Which means I need to hire a marketing person. Could that be you? Before you say yes, you might want to double check my requirements. Because these requirements are not just mine. They’re requirements shared by hundreds of thousands of small businesses owners like me who have minimal resources, time, knowledge and understanding to really take advantage of your skills.
I need someone who is very familiar with marketing technologies like the ones above. Someone who can pick up an application and run with it. I don’t have the time to train you so I’m assuming, being a marketing professional, that you are well familiar with the latest and greatest tools used in your profession. You have been educated on CRM, right? You know which email marketing services are the best? You have a preference of campaign management applications? You’re knowledgeable about some of the social media tools I mentioned above and many others I haven’t mentioned? You are familiar with mobile and online advertising, an area that I will need to explore? You are well versed in search engine optimization and website design to maximize the exposure for my company online? I’m not saying you have to be expert at all of these things. But today’s marketing professional needs to be able to supervise other experts we decide to use with knowledge and authority.
I need someone who is data driven. “In the 13 years that I’ve been investing in start-ups I’ve seen a major shift in marketing talent,” Jeb Miller a partner at venture capital firm Icon Ventures recently told me. “Marketing people have become more quantitative. There are marketing analysts employed at most of my startup investments” Miller pointed me to one of his portfolio companies,Tune, a mobile marketing application. “Tune, for example, has a team of marketing analysts,” he said. I don’t care about case studies of Coca Cola and IBM. I need someone who understands math and marketing metrics – lead to customer conversion, CPL, CPC, amplification rate and any of the other great metrics Vala Afshar summarized here. I need someone who can help me figure out where to spend my money and get the most bang for the buck.
I need someone part time, yet available almost 24/7. Like most small business owners, I’m hard pressed to hire you full time. So I’m looking for maybe 10-25 hours a week. If you want to work in the small business world, get used to being flexible. And you’ll also get used to some unique demands. Like being available whenever. Marketing never stops. Engagement on social media is almost round the clock. Leads come in whenever and from wherever. You have to be mobile, accessible and available. Those 10-25 hours may come in at various times of various days of the week. Today’s marketing professional understands that the job is not 9-5.
Finally, I need someone with energy, confidence and humor. You are the face and voice of my company. I promise to give you some rope and let you make mistakes (a promise many small business owners are reluctant to do, and therefore fail in marketing). In return, you need to be generating content, content, content. I want to see you streaming video interviews with employees or customers over Google Hangouts, Twitter Periscope or Meerkat. I want blogs written every day and many tweets/posts supporting those blogs. I want recurring emails with great information to help our community going out to segmented lists regularly. I want our CRM database to be complete and accurate. I want our website to look like our Twitter, Facebook and LinkedIn pages. I want to see our website up to date and highly ranked on Google. I want you pitching to me new technologies and services that will help you do your job better. I will do my best to provide you the resources you need. Most importantly, I want you to have the confidence to corner anyone in our company for an interview, regardless of their seniority or position and extract information from them that will help our audience. I want you to be curious about what we do and be able to explain our products and services to anyone. Because isn’t that what marketing’s all about?
Oh, and I need you to do this for free. OK, just kidding about that. But some advice for you – if and when a small business owner like me makes these demands make sure you charge them what you think you’re worth. Your best employers/clients will be the ones that understand they get what they pay for, and the ones who pay the best are usually the ones that are committed to what you do. And if both of you share that commitment I promise success.
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