Ready to bring your marketing in-house? Congrats! When looking for your next superstar employee, you want to make sure you find someone that possesses the right skillset that not only gives you the confidence that you can delegate and take all the marketing off your plate, but that they can also take your firm’s marketing to the next level. Here are a few skills/characteristics to look for.
1. Analytical
A lot of lead-generation campaigns require an analytical mindset. Ad sets come with all kinds of data that need to be combed through on a regular basis so that the proper adjustments can be made to ensure peak performance. A good marketer not only enjoys data, but is comfortable working with dashboards and spreadsheets and understands what all the numbers mean.
2. Attention to Detail
While this skill may be “pay to play” in any professional services setting, it’s vitally important to the marketing role. While sifting through all of the data, paying close attention to anomalies or small changes in campaign performance allows your marketer to address potential issues sooner and keep things on track.
Even more, when it comes to our final two skills, attention to detail is important to making your firm look good too!
3. Copywriting
Whether it’s coming up with catchy ad copy, engaging social media copy, or informative and valuable blog content, you need someone with excellent copywriting skills.
4. Artistic Production
All of your ads, social posts, and blogs need visually appealing images to accompany them. You also need someone who can easily edit videos and create attention-grabbing clips for your social media.
However—though not impossible—it’s very difficult to find a single individual who possesses all four of these skills because they involve both the left and right sides of your brain, and most people are not well-balanced. In other words, you can easily find a data-driven person and a great, artistically-driven person, but it’s very rare to find someone who is good at both.
While the data side of things is arguably easier to teach than the creative, you may need to hire one strength and then supplement your marketer with additional help, such as another marketing person, a vendor, or some other outside assistance.
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