1. Any person with a marketing background can write marketing strategy.
Writing strategy is one of the most treasured talents a marketing executive can possess. What a person says in an interview and what they do strategically may be two different things. If you are looking for someone to write strategy, give them a simple project during the interview to see if they have the marketing instinct you need for your organization. Give them only a day or so to develop this strategy to ensure you’re reading their own ideas and not a collection from their friends. For this test, you can share a goal you have within your organization and ask them write a simple marketing plan including measurable outcomes. You’ll see how their brains work.
- A twist: An outsourced outside marketing consultant will have years of multi-industry experience and can write senior-level marketing strategy without your organization paying them a high salary. That experience is invaluable and will serve to inspire and motivate your marketing coordinator.
2. If I hire a graphic designer, I will get a marketing strategy.
This is rarely the case. Most graphic designers do not have high-level marketing strategy instincts. You may see they have an eye for design, but they may not be able to produce the right messaging that targets the right audience and produces results. If they bring a portfolio, ask specific questions about how deeply they were invested and what their role was in the entire project. Ask who did the planning, who did the writing, who developed the headline, what was the goal of the project, who was the audience, how did they measure results, etc.
- A twist: Consider instead hiring an outside marketing consultant who has a team of multi-talented graphic artists who are hand-selected to work on your projects because of their senior or junior artist unique capabilities and experience.
3. A person with a varied marketing background will be a good hire.
Knowing that the marketing salary for your organization is not limitless, a marketing executive with years of experience and a varied background will come with a high price. Therefore, you might want to consider seeking someone who has great management and organizational skills who has worked closely with a marketing executive in the past. Be prepared to share a list of annual marketing projects with the candidate and ask how they would manage them. This will give you an understanding of the depth and breadth of their skills as well as their marketing strategy instinct.
- A twist: Your outside marketing consultant will utilize the skills of your well-organized marketing coordinator so effectively, you will feel as those you’re able to accomplish more in a short period of less time than through only a single person. Your marketing consultant has a team of multi-talented writers, bloggers, graphic artists, SEO specialists, digital experts, photographers, website designers/programmers and more who will serve your organization at a fraction of what a full-time, seasoned professional would cost. Imagine, an entire marketing team totally united to move your mission forward!
There are several personality traits that we often find make great marketing coordinators:
- Be a good listener
- Accept constructive criticism
- Acknowledge that not all their ideas are the best
- Be a team player and work well with others
- Not default to what they like to do the best
- Have a high-level of energy and excitement for the mission
- Be organized and to report marketing progress
- Willing to learn and grow and be guided
