First of all, in marketing youngest and cheapest are rarely best. I know, the trend is towards social media and business owners and managers think that in order to compete on social media, they need to hire someone right out of college. And to be fair, if you are just looking for a constant stream of posts linking to professionally written content you already have, that is a good job for a young social media marketer.
But if you are truly interested in connecting with prospects in a way that leads them to spend their hard-earned money with you, hire an experienced marketer who has been dealing with customers, business and human nature for a long time. Also, be wary of foreign writers who will charge very little but do not express themselves in a way American prospects can understand and appreciate.
An average marketer can explain your product or service and its features to prospects in a way that sounds fairly intelligent (no grammatical errors, professional sounding language).
But who wants average?
Here’s what to look for:
- Experience – As mentioned above, it takes a lot of trial and error dealing with people in business situations to discover what works. Experienced marketers are also generally better at managing their time, so they can get the job done (right) faster.
- Process – If your marketer approaches your job with no plan, the results will be uneven and jumbled. Every job is different, but the steps to doing the job thoroughly and well are pretty consistently the same. See our process here.
- Insight – Hire a marketer with an ability to hone in on the driving motivators of your target market. For example, if your product is some kind of gift set, the buyer cares more about the presentation (box or packaging) and how expensive it looks compared to the price than they care about the lifetime warranty.
- Curiosity – Look for someone who is enthusiastic about finding out more about your company and what you sell, and is willing to do a lot of research to uncover the nuances. Her enthusiasm will come through in her writing and will transmit to prospects.
- Versatility – Many of today’s marketers confine themselves to one kind of marketing, but a truly effective marketer will be able to see the whole picture. Your company communicates with customers in a variety of ways, and if your message and voice are not consistent then you are being ineffective at best and confusing at worst.
Click here to have the full experience.