Avoid Non-Marketers in Marketing Roles
Categorized in: Fractional Marketing, B2B Digital Marketing
One thing we have learned over the years is that it is important to have “true marketers” doing any work related to your marketing strategy. When you read that sentence, you may have thought that it sounded obvious. However, you would be surprised how often we hear of organizations filling marketing positions with people who have had different backgrounds that were unrelated to marketing.
The simple truth is that people who are true marketers see the world differently, and you need someone with this background in order to maximize results. Here’s more information about this:
Understand the Role of Marketing Before Hiring
Before filling a marketing position, you should understand the true role of marketing. On the surface, it may look as if marketing is defined by the activities that encompass it. There’s writing content, social media, organizing advertising efforts, and much more.
However, marketing is about more than just doing these activities. There’s an actual point to it that benefits the company. The true role of marketing is to generate warm leads for the company that sales can then convert into paying customers. Sure, marketing needs to organize the social media posts, build the brand, write content, and so much more. Yet, the true point isn’t to get these items done, it’s to create leads.
A real marketing professional will understand this. Someone who doesn’t have a real marketing background may not.
Marketing is a Specialized Skill
Also keep in mind that marketing is a specialized skill. You need people to fill these roles that have experience with these specialties. People think that if someone knows how to post on social media, or knows how to write articles, that they’ll be qualified. Well, this isn’t always the case. Marketing is about more than just being a good communicator or having some industry experience and expertise.
Each marketing task requires a level of strategic expertise that a non-marketer simply doesn’t have. This includes tasks such as SEO, social media, content marketing, email marketing, digital advertising, and more. Not only that, but these can’t be looked at as separate entities. They have to be considered as sums of a whole. Can a non-marketer grasp this? While it’s not impossible, it’s still unlikely. It takes a marketing professional with industry experience to get to this level.
Be Careful of Who You Hire
We have seen this many times in our long marketing careers. It helps to be careful of whom you hire. We have had clients who have maybe promoted people into marketing from other departments, for example. By the time they get to us, their marketing departments simply aren’t getting the jobs done. Why? Because they didn’t hire an actual marketing professional into the position.
Businesses depend on their ability to bring in more paying customers. If the marketing department isn’t as effective as it could be, what happens? Simply put, the business suffers. It may not at first, but over time, you’ll likely see a decline in leads and sales. You need to hire real marketing professionals into your organization to get things done.
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