Hire Right: Marketing That Delivers Real Growth

Navigating the world of marketers can feel like trying to decipher a foreign language. You need the right people, the right strategies, and a clear understanding of how marketing actually works to grow your business. Ready to cut through the noise and find a strategy that delivers results? Let’s get started.

1. Define Your Goals

Before you even think about hiring marketers, you need to know what you want them to achieve. This isn’t just about “more sales.” It’s about setting specific, measurable, achievable, relevant, and time-bound (SMART) goals.

For example, instead of saying “increase brand awareness,” aim for “increase website traffic from organic search by 20% in Q3 2026.” Or, “generate 50 qualified leads per month through content marketing.” These goals give your marketing team a clear target and allow you to track progress effectively.

Pro Tip: Don’t be afraid to get granular. Break down larger goals into smaller, more manageable tasks. This makes it easier to track progress and identify any roadblocks along the way.

2. Identify Your Marketing Needs

What kind of marketing support do you really need? Are you looking for someone to manage your social media presence? Do you need help with search engine marketing (SEM)? Or are you looking for a more strategic, big-picture thinker? Different marketers have different skill sets, and it’s important to find someone who aligns with your specific needs.

Consider these areas:

• Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.

• Search Engine Optimization (SEO): Optimizing your website and content to rank higher in search engine results pages (SERPs).

• Paid Advertising (PPC): Running paid ad campaigns on platforms like Google Ads and Microsoft Advertising.

• Social Media Marketing: Building and engaging with your audience on social media platforms.

• Email Marketing: Building and nurturing relationships with your audience through email campaigns.

• Analytics and Reporting: Tracking and analyzing marketing performance to identify areas for improvement.

We had a client last year who thought they needed a social media guru. Turns out, their real problem was a poorly designed website that wasn’t converting traffic. They ended up hiring an SEO specialist and saw a 40% increase in leads within three months.

3. Define Your Budget

How much are you willing to spend on marketing? This will influence the type of marketers you can afford and the strategies you can implement. Freelancers, agencies, and in-house hires all come with different price tags.

A good rule of thumb is to allocate 7-8% of your gross revenue to marketing, but this can vary depending on your industry and business goals. According to a 2023 report by the IAB (Interactive Advertising Bureau) digital ad spending reached $167 billion in 2023, indicating the importance businesses place on digital marketing.

Common Mistake: Underestimating the cost of marketing. Don’t just factor in the salary or fees of your marketers. Also, consider ad spend, software costs (e.g., Adobe Creative Cloud, HubSpot), and other related expenses.

4. Find Your Marketers

Now it’s time to start looking for marketers. Here are a few options:

• Freelance Platforms: Upwork and Fiverr are great for finding freelance marketers for specific projects.

• Agencies: Marketing agencies offer a wide range of services and can be a good option if you need a comprehensive solution.

• In-House Hires: Hiring a full-time marketer can provide dedicated support and allow you to build a long-term marketing strategy.

• Networking: Attend industry events and connect with marketers in your area. The Atlanta marketing community is vibrant; consider attending events hosted by the American Marketing Association (AMA) – Atlanta Chapter, though they may not publicly share their member directory.

• LinkedIn: Use LinkedIn to search for marketers with the skills and experience you need.

Pro Tip: When searching for marketers, pay attention to their portfolios and case studies. Look for examples of their work that align with your goals and industry.

5. Vet Potential Candidates

Don’t just hire the first marketer who comes along. Take the time to vet potential candidates and make sure they’re a good fit for your company.

Here are some things to consider:

• Experience: How much experience do they have in the specific areas of marketing you need help with?

• Skills: Do they have the technical skills and knowledge to execute your marketing strategy?

• Communication: Are they able to communicate effectively and collaborate with your team?

• Culture Fit: Do they align with your company’s values and culture?

• References: Check their references to get feedback from previous clients or employers.

During the interview process, ask scenario-based questions to assess their problem-solving skills. For example, “Imagine our website traffic drops by 30% overnight. What steps would you take to diagnose the problem and implement a solution?”

6. Onboard Your Marketer

Once you’ve hired a marketer, it’s important to onboard them properly. This includes providing them with the resources and information they need to be successful.

Here are some things to include in your onboarding process:

• Company Overview: Provide them with a detailed overview of your company, its mission, values, and target audience.

• Marketing Goals: Clearly communicate your marketing goals and expectations.

• Brand Guidelines: Provide them with your brand guidelines, including your logo, color palette, and tone of voice.

• Access to Tools: Grant them access to the marketing tools and platforms they need, such as Google Analytics 4, Looker Studio, and social media management tools.

• Team Introductions: Introduce them to the rest of your team and explain their roles and responsibilities.

Common Mistake: Failing to provide adequate training and support. Your marketer can’t succeed if they don’t have the resources they need.

7. Set Up Tracking and Reporting

How will you know if your marketing efforts are working? You need to set up tracking and reporting to monitor your progress and identify areas for improvement.

Here are some key metrics to track:

• Website Traffic: Track the number of visitors to your website, as well as their behavior on your site.

• Lead Generation: Track the number of leads you’re generating from your marketing efforts.

• Conversion Rates: Track the percentage of leads who convert into customers.

• Customer Acquisition Cost (CAC): Track the cost of acquiring a new customer.

• Return on Investment (ROI): Track the return on investment for your marketing campaigns.

Use tools like Google Analytics 4 to track website traffic and conversions. Create custom reports in Looker Studio to visualize your data and identify trends. I recommend setting up weekly or bi-weekly reporting meetings to review your progress and make adjustments as needed.

8. Communicate and Collaborate

Marketing is a team effort. It’s important to communicate and collaborate effectively with your marketers to ensure everyone is on the same page.

And as we’ve seen with Atlanta businesses, a good understanding of social media ROI is essential.

Here are some tips for effective communication and collaboration:

• Regular Meetings: Schedule regular meetings to discuss progress, challenges, and new ideas.

• Clear Communication: Communicate your expectations clearly and provide regular feedback.

• Open Communication: Encourage open communication and create a safe space for your marketers to share their ideas and concerns.

• Collaboration Tools: Use collaboration tools like Slack or Microsoft Teams to facilitate communication and collaboration.

We ran into this exact issue at my previous firm. We had a brilliant marketer, but communication between departments was a mess. Once we implemented a project management system and held weekly cross-functional meetings, our marketing campaigns became significantly more effective.

9. Iterate and Improve

Marketing is an ongoing process. You need to constantly iterate and improve your strategies based on data and feedback.

Here are some tips for iterating and improving your marketing efforts:

• A/B Testing: Use A/B testing to experiment with different marketing tactics and identify what works best.

• Data Analysis: Analyze your data regularly to identify trends and opportunities.

• Feedback: Solicit feedback from your customers and team members to identify areas for improvement.

• Stay Up-to-Date: Stay up-to-date on the latest marketing trends and technologies.

For example, if you notice that your email open rates are declining, experiment with different subject lines and send times. If your website conversion rates are low, analyze your website design and user experience to identify potential issues.

Pro Tip: Don’t be afraid to fail. Not every marketing campaign will be a success. The key is to learn from your mistakes and keep experimenting until you find what works.

Finding the right marketers is an investment, not an expense. By following these steps, you can find the talent you need to grow your business and achieve your marketing goals. Implement these steps and watch your business grow. For more on this, consider actionable marketing and how it can help.

The most important thing is to define your goals upfront. What are you trying to achieve with your marketing? Once you know that, you can find the right marketers to help you get there. Don’t skip this step. It’s the foundation for everything else. For instance, are you using creative ad design to resonate with your target audience?