Rachel Klaver is a marketing strategist, specializing in lead generation and content marketing.
OPINION: “Are you my marketing angel? » the message read.
He then gave a full job description of all the marketing this angel was going to have to do for the business owner, including strategy, setting up and reading analytics, posting on social media, marketing automation, blogging, search engine optimization. (SEO) and email marketing.
There may also have been some event planning and design somewhere in there.
The ad caught my attention because of two things. The first was that it was an entry-level position in terms of compensation. The second was that the role was five hours a week.
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The advertiser is highly unlikely to find a marketing angel who matches their brief, time and compensation parameters.
I totally understood this entrepreneur’s desire to find someone to handle his marketing.
After all, if it’s not your core business and you know your time is better spent in other areas of the business, it makes sense that marketing should be one of the first things you outsource.
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It’s so easy to undervalue marketing in terms of how long it takes and how much you should be paying someone.
There is a huge range of options when it comes to marketing, and outsourced help overseas, to beginners, to intermediate or experienced marketers. Then there are the in-demand agencies or freelancers.
It is difficult to determine what you should offer and what you will get in return.
If you’re in the early stages of outsourcing, hire a range of freelancers or agencies to help you with the areas you know you can’t do. Take one area at a time, make sure it works, then gradually transfer others based on your ability and budget.
A qualified person will often charge more, but take much less time to complete a task.
I will always ask how long someone would normally take to write four posts, organize the pictures and schedule them. Or how long it would take them to write a 750-word blog and edit it for publication, on a topic they don’t know very well. Again, it depends on the skills you need. I can write this column in 90 minutes, but it can take hours to complete a simple administrative marketing task, for example.
We work with many small business owners who are either aiming to add a marketer to their teams, or they’ve already tried and been burned.
Because we’re almost entirely a strategy and training-only company, our primary focus is to help small business owners manage their own marketing and help them get the team they need around them.
If you really need help with marketing and aren’t ready for the hiring of a regular team member, the alternative is to either hire a virtual assistant for set tasks each week, or to use an agency or a freelancer for specific technical marketing, such as Facebook. ads, AdWords or SEO.
One of the misconceptions most business owners have is that outsourcing means you don’t have to think about marketing anymore.
The truth is, you’ll always need to be involved, from delivering messaging and directing the brand, to approving material before it goes live. Outsourcing always needs a time commitment from you.
As you grow your business, you may be ready to recruit a member of your team.
It is really important to be clear about the most important skills that this person will need. People often think of a marketer as an expert generalist, who excels at all types of marketing and can also think strategically, know how to use every tool or platform under the sun, and do it all in 20 hours a week.
The truth is, different areas of marketing require different types of people. I am a strategist. I’m very good at seeing the big picture. I made a fatal mistake when I first identified myself as I originally was; a maker, creating and publishing content for clients.
I can create a strategy, identify the message, show you how to do it. But you’ll only get six weeks of consistently great posts from me, if that’s what you need.
Luckily, we have a team that loves this aspect of marketing and can help me think about my big picture and break it down into small, repetitive tasks that make it all work.
Some marketers like numbers and analysis. They love spreadsheets and research. They may not be as good at creating images or writing blogs.
Conversely, those who are about to create content and make videos will often not have a deep interest in analytics, SEO, and technical marketing.
For most small businesses, you need a do-er, who loves administration, attention to detail, and can work to a plan.
Often, you need to look at your main needs, goals, and plans to determine what kind of skills you need. Many of our clients first ask someone to help them with social media posts, content and video creation. However, for you, you might want someone who takes care of SEO, Google Adwords and Facebook ads.
They can be two completely different types of people.
Choose someone who knows how to Google answers or who can get help if they need it, without forcing you to help them every time.
The confidence to try new things, find the right answers, test new options, and solve problems independently will be invaluable.
Give them time each week to stay up to date. Hire a marketing strategist/coach to help them get help and stay focused.
Be as specific as possible about the results you want from your marketing manager.
You want to check if the work they are doing is making a difference. The truth is, a social media post can be a complete waste of time or can generate leads for your business.
If you want to set KPIs, avoid those like “Doubling our Page Followers” or vanity metrics like reach. Instead, opt instead to measure if there is an increase in engagement (people liking or commenting on posts), website visits, website inquiries, leads generated by overall marketing and real metrics that lead to business growth.
Finding the right person can have a huge impact on your business. They could very well become your marketing angel.
Rachel Klaver is a marketing strategist, specializing in lead generation and content marketing. She owns Identity Marketing, which works with businesses to create the strategy they need to better tell their story to the right people. Listen to his weekly MAP IT Marketing podcast – created to help small business owners learn more about marketing.
Identify Marketing is a content partner with Stuff for specialized small business information. Find Rachel’s events here.