Friday, July 17, 2015

Selecting a Marketing Professional

Guest blog article By Reed Dillon

If marketing was easy anyone could do it. So how do you know what to look for in a marketing professional when you are not one? There are a lot of charlatans out there which is why you need to ally yourself with someone who can genuinely help your business learn, prosper and grow. 

Here are a few of my suggestions for finding a qualified professional based on my years experience in the industry:

The Right Fit: Does he or she have the basic minimum skills required to work or consult for your organization. If needed, do they have a degree in higher education and the sufficient credentials and certifications? Does their resume reflect a track record of accomplishments or do you see evidence of job jumping? Base your evaluation on the culture, needs and goals of your organization.

Creative Thinker: You need to be open minded when hiring a Marketing Professional. Don’t hire a clone of yourself. You need someone who challenges your thinking and sees things in a different way. Why would you want a person who just echoes your ideas and methods?
Analytical Mind: Does your candidate have the ability to see beneath the surface of data and draw conclusions? Do they have experience in Google Analytics and in analyzing marketing data? Can they articulate answers to questions in layman’s language or do they just respond to you in digital speak? 
Marketing Experience: How versed is your candidate in core marketing areas such as brand management and content, mobile, search, social, web, etc.? How involved have they been in marketing strategy and development?
Digital Technology: How familiar and up to date is your candidate in technologies used in implementing marketing strategies? Do they have experience in content management systems (CMS), customer relationship management software (CRM), email marketing, website development, Social Media?
Writing and Art Direction Skills: Ask to see examples of their work including digital and collateral material such as website copy, blog posts, brochures, and more. When reviewing and use a critical eye and don’t be afraid to ask questions such as “Why did you use this photo?” or “Who was your target market?”

I’d welcome hearing your suggestions for finding and hiring the right marketing professional for your business. Post your questions and ideas in the comments section below.

ABOUT Reed Dillon - After nearly two decades of experience heading the marketing departments of some of the industry’s largest modular manufacturers and earning numerous national awards, Reed Dillon is the owner of Creative Brand Content - a national marketing consulting company. You can contact Reed at or by phone at 540-488-2978.  

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