Small business owners often take a hands-on approach to their companies’ marketing efforts, especially when the business is new. However, as you scale, relying on a marketing expert can improve your marketing ROI and save you time and energy to focus on running your business.
Marketing is the lifeblood of your business, creating brand awareness for your target market, communicating your value proposition and generating sales leads. We’ll explore how hiring a marketing expert who is well versed in digital and traditional marketing can improve your bottom line.
Ask prospective marketing professionals about their marketing certifications. Popular and reputable skill-based certifications can indicate that they’re staying ahead of constantly evolving marketing trends.
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While you can still have the final say on marketing campaigns and expenditures, it’s best to leave the bulk of your marketing in the hands of a professional. Here’s why.
Entrepreneurs are sharp, savvy and typically great at learning new skills. Yes, you absolutely could learn everything you need to know to create a marketing plan and execute effective marketing campaigns.
But let’s be honest: You don’t have time for that. Modern marketing is complex and requires a wide variety of skills and breadth of knowledge that can take years to acquire. Your business can’t limp along until you’ve learned everything you need to know about digital marketing, email marketing campaigns, social media marketing and more.
As you scale, you must focus your time and energy on activities only you can do. Marketing is crucial to your business’s long-term success. However, it’s a full-time gig in its own right, and you already have a big job: running your company.
One of the biggest reasons business owners dismiss the idea of hiring a marketing expert is the cost. They figure that because they can write and use social media, they can get along just fine. Unfortunately, that logic often backfires when they spend time on content and money on ads, only to get little to no return on investment.
If money’s tight, consider working with freelancers and independent contractors versus full-time employees. While these individuals may charge higher rates overall, you can hire them for specific projects, and you won’t need to provide benefits. This can be a great option for website copy or consistent blog posts. (We’ll explore more about marketing professional costs below.)
If you’re interested in learning more about marketing, watching an expert at work will be a daily master class. Your marketing professional can teach you tips and tricks your competitors might not know. You’ll be able to learn from an expert quickly and gain insights that would take you years to discover on your own.
Your marketing expert can show you how to acquire new customers, use your existing customer base for referrals and cultivate social media relationships.
Small businesses need a social media presence, so every modern marketing strategy must have a social media component. Social media marketing is an excellent way to build engagement, create word-of-mouth brand awareness and tell powerful stories that help sell products. However, social media marketing is complex and extremely competitive.
Your potential customers are exposed to a daily onslaught of advertisements and marketing messages. To cut through the noise and get noticed, brands need dedicated, innovative social media managers to create and promote excellent social media content.
A digital marketing expert will possess the analytical and social skills to identify your target audience quickly and better understand your customers’ needs. They’ll effectively use your social channels to get your customers’ attention and prompt them to act. The rest is up to you.
Your costs will vary widely depending on whether you’re hiring an in-house marketing professional or using a marketing agency.
According to digital marketing solution provider WebFX, a digital marketing retainer with an external company typically costs between $2,500 and $12,000 monthly. This fee pays for the agency’s work and expertise; the actual cost of advertising in digital or traditional media is not included.
A marketing agency will typically help you do the following:
If you’re buying services by the hour, rates can range between $50 and $500.
The upfront cost of hiring a marketing professional varies widely by experience. However, according to ZipRecruiter, a digital marketing manager makes an average annual salary of $55,108.
You’ll need to consider other factors for a true cost assessment:
Hiring a marketing agency or professional may seem like a significant expenditure. However, the long-term benefits of marketing expertise – including better marketing ROI – can ultimately save you money.
In your interview questions, ask prospective marketing professionals about challenges they met and overcame on previous projects. Listen not just to what they say but how they say it; a good marketer is a compelling storyteller.
If you decide to put off hiring a marketing professional, it can hurt your business in the following ways: