How to Hire Marketing Expert in 2024

Hiring marketing talent can be daunting, time-consuming, and downright disheartening. There's a wide range of options, and you need to make sure the person you hire has the relevant experience, know what different types of digital marketing experts can promise, and decide between various forms of hiring the right person, too. 

How to navigate the seemingly complex world of marketing functions to hire the person who'll bring more ideal customers to your doorstep? 

Keep reading to find out.



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Is it time to hire a marketer?

The thing with hiring marketers is this: you shouldn't hire marketers just because every other business owner is doing it. Before you even start looking for a marketer, you need to make sure it's time for you to hire one. Here are some questions to answer:

Do you have a clearly defined “why”?

Why are you looking for a marketer?

Do you need help with spreading awareness about your product or service? Want to generate leads and increase sales? Or do you feel you "need to" because everyone else has?

Having a clear understanding of your "why" helps you determine if hiring a marketer is the right move for your business. And if your "why" is more related to "it should be done" or "others are doing it," then it may not be the right time for you to hire a marketer.

Do you have specific marketing challenges?

If you don't know what your marketing challenges are, you won't know who to hire. Sure, you might have a relatively good idea of the kind of marketing you want to do, but without clarity about your challenges, you won't be able to:

• Create a job description that clearly outlines what you're looking for in a marketer
• Evaluate potential candidates based on their experience and skills related to your specific challenges

Having specific marketing challenges can also help determine the type of marketer you need to hire. For example, if your main challenge is creating engaging content, hire a content specialist or strategist. If your challenge is running paid campaigns, you'll need someone whose main expertise is in that area. If, however, you want someone who'll build a marketing team, a marketing manager is what you're looking for.



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Are you launching a new product?

If you're about to launch a new product, it's definitely time to hire a marketer.

Your product won't gain visibility and momentum on its own. You need someone who knows how to get it out there in front of your target audience. A marketer can create and execute a strong marketing plan for your product launch, including identifying the best channels to reach, the best tactics to employ, and the best messaging to use. They can also track and analyze the results of your marketing efforts, making necessary adjustments as needed to ensure a successful launch.

Do you want to spend the time to find the right person?

Hiring a marketer that's just right for your business isn't easy. Nor quick. If you want to go through the entire recruitment and hiring process on your own, be ready to dedicate a significant amount of time and resources to it:

• Identify your specific needs
• Collect applications
• Sift through them
• Run pre-screens
• Run interviews
• Test candidates
• ...And they might still not be the right fit.

The alternative to this lengthy (and often costly) process is working with Mayple. We vet our marketers and match them with businesses using an AI-powered algorithm, to ensure you get to work with a marketer who is the right fit for your specific needs and challenges.

Are you ready to set up a marketing budget?

Even the cheapest marketing channels need a budget, so plan for those expenses. Before you hire a marketer, get a clear idea of how much money you can allocate to your marketing efforts. This will not only help you determine the type of marketer you can hire but also set realistic expectations for your return on investment (ROI).

Do you understand what different marketers do?

The world of marketing activities is full of all sorts of titles and specialties: content marketers, digital marketers, social media marketers, growth marketers, influencer marketers, and the list goes on. Within these specialties, there are also various specific skills and expertise that marketers can have and different adjacent skillsets.

For instance, an eCommerce content marketer could have more experience in Beauty and Fashion, while another one could be more experienced in Sports and Outdoors. Likewise, one Beauty and Fashion content marketer might be better with SEO, another one might be more creative and have a better eye for design. Understanding the different roles and skills within marketing can help you determine what type of marketer you need to hire and what specific qualities and experience to look for in candidates.

Good reasons to hire a marketing expert

There are a lot of "bad" (or rather, insufficient) reasons to hire marketers. They include:

• Everyone else is hiring marketers and it seems like the thing to do
• You want someone to take over your marketing, but you have no idea what you want them to do
• You think that a marketer will magically solve all your business problems

There are also very, very good reasons to start looking for a marketing pro:

Help you position the business

Positioning your business effectively in the market is critical as it distinguishes your offering from competitors, appeals directly to your target customers, and ultimately, drives your marketing and sales strategies.

Lead the execution of marketing programs

Executing marketing programs effectively is crucial. It helps with strategically directing your business efforts toward meeting consumer demands, fostering customer loyalty, and ultimately driving business growth. Even if you know what to do and how to do it, spreading yourself too thin between marketing, product development or management, customer success, and sales may leave you unable to develop and implement a successful marketing strategy.

Analyze customer insights and consumer trends, and run market analysis

Understanding your customer insights, discerning consumer trends, and conducting market analysis are pivotal. These insight help you make informed business decisions, develop effective marketing strategies, and ensure your business stays competitive in the ever-evolving market landscape.



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Employ best practices in marketing

Employing best practices in marketing is pivotal as it ensures your business is leveraging tried and tested strategies that enhance brand visibility, engage customers, optimize marketing spend, and ultimately drive business growth.

Build a solid marketing strategy

Building a solid marketing strategy gives you a clear path toward achieving your business goals and objectives, ensuring that every marketing effort is aligned and contributes to your overall business success.

Create and maintain marketing reports on performance metrics

The information you gain from creating and maintaining marketing reports on performance metrics provides quantitative evidence of the effectiveness of your marketing strategies. It also enables continuous assessment and adjustment for optimal business growth.



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Help you clarify your narrative and messaging

Clarifying your narrative and messaging helps articulate your brand's unique value proposition, ensuring that your communication resonates with your target audience and facilitates effective engagement.

How much does it cost to hire a marketer?

The cost of hiring a marketer varies, according to different factors:

Project scope

It's one thing to hire someone to build your social media presence, it's another to hire someone for a complete marketing overhaul. The scope of the project will greatly impact the cost, as different projects require different levels of expertise and resources.

Experience and qualifications

Marketing consultants with more experience and higher qualifications are likely to charge more for their services. It's important to consider your budget and what level of experience you need before hiring a marketer.

Time commitment

Some marketers may work on a project basis, such as per blog post or white paper, and so will charge per project or an hourly rate. Others may require a long-term commitment. The time commitment will affect the cost of hiring your ideal candidate.

Skillset

Some skills are more in-demand and specialized than others, which can influence the cost of hiring a marketer. For example, a marketer with expertise in website design or technical SEO may charge more for their services compared to someone with a more general marketing background.



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Different types of marketers you can hire

Not all marketers are the same. While many will be able to run marketing campaigns on different channels, and might have experience in multiple industries, most are specialized in one or two of them. Here are the different types of marketers you can hire:

By channel

Digital marketing channels are diverse and always evolving, with different types of marketing channels requiring unique skillsets. Some common channels you can hire a marketer for include:

Search engine optimization

Search Engine Optimization (SEO) is a digital marketing strategy focused on enhancing a website's visibility and ranking on search engine result pages.

An SEO specialist is responsible for analyzing, reviewing, and implementing changes to websites so they are optimized for search engines, which means maximizing the traffic to a site by improving its search engine page rank.



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Paid media

Paid media refers to external marketing efforts that involve paid placement, such as pay-per-click advertising, branded content, and display ads. Google Ads is a common example of this.

A marketer specialized in this area is responsible for creating and optimizing ads, managing budgets, and analyzing the performance of campaigns to maximize return on investment.

Performance marketing

A performance marketer will be well-versed in online marketing and advertising programs where advertisers and marketing companies are paid when a specific action is completed, such as a sale, lead, or click.

A specialist in this area is tasked with planning, executing, and optimizing marketing campaigns with a focus on measurable outcomes, ensuring advertisers only pay for successful user actions, thereby maximizing the return on marketing investment.

Social media marketing

Social media marketing involves using social media platforms to connect with your audience, build your brand, increase sales, and drive website traffic.

Social media managers develop and implement marketing strategies on social media networks, craft engaging content, interact with followers, analyses data to determine campaign efficacy, and manage paid social ad campaigns to achieve business goals.



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Email marketing

An email marketing strategy involves sending promotional and/or nurturing emails to targeted audiences, to engage and convert prospects into customers.

An email marketer is responsible for designing and managing email campaigns, creating content, building subscriber lists, segmenting contacts, analyzing data to optimize performance, and ensuring compliance with anti-spam regulations.

Content marketing

Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action.

A professional in this area is responsible for developing effective content strategies, creating engaging content in various formats (e.g. blog posts, infographics, videos), distributing the content through different channels, and tracking the performance of content to inform future marketing efforts.

Copywriting

Copywriting is frequently used as a synonym for content writing, but it has a narrower focus. Copywriting specifically refers to writing persuasive and compelling copy that motivates consumers to take action, such as making a purchase or signing up for a service. If you need to write your website, emails, or ads, you probably need a copywriter, rather than a content writer.

A copywriter is skilled at crafting messaging that resonates with target audiences, incorporating marketing and sales tactics into their writing to drive conversions.



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Communications and public relations

Communications and public relations (PR) encompass strategies used by businesses to connect with their audiences and shape their brand image.

Communication and PR experts develop and implement communication strategies, manage media relations, craft corporate statements, and handle crisis communication to positively influence the public's perception of the organization.

Product marketing

Product marketing involves developing effective strategies for selling and promoting a company's products to its customers. A product marketer is responsible for understanding the customer's needs, defining the product's positioning and messaging that resonates with customers, developing a go-to-market strategy, and driving demand and usage of the product.

Product marketers will usually coordinate with other marketing functions to ensure the successful launch and ongoing promotion of a product.

Brand marketing

Brand marketing is the process of promoting products or services by enhancing brand awareness and establishing a strong, positive perception in the minds of customers.

A brand marketer or brand manager is responsible for developing and implementing effective branding strategies, connecting with the target audience on an emotional level, and fostering long-term customer loyalty and engagement.



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Influencer marketing

This is a relatively new breed of marketer, and it's mostly related to the rise of influencer marketing over the last few years. Influencer marketers build relationships with creators and influencers to help promote your business in front of an ideal audience of potential customers. 

They will design different campaigns around partnerships, which can involve product placements, sponsorships, or entire events that help your brand build more awareness and trust with buyers. 

General marketing

General marketing encompasses a broad range of strategies aimed at promoting a product, service, or brand.

An expert in this area is adept at creating and implementing comprehensive marketing plans, using a mix of advertising, public relations, promotions, and direct sales tactics to build brand awareness, attract customers, and drive sales. General marketers often have one main area of expertise but have developed skills in the other areas as well, so they can make for a great first marketing hire, for example.

By industry

Hiring a marketer with experience in your industry is also important, as they bring specialized knowledge and insights to the table. Industry-specific marketing strategies may vary greatly depending on the target audience, competition, trends, and regulations within that industry.

For example, a marketer in the fashion industry would need to have knowledge of current fashion trends and be able to leverage social media effectively to engage with a younger demographic, while a marketer in the healthcare industry would need to understand complex regulations and compliance laws when promoting products or services.

Here are some general industry-related categories that marketers can specialize in:

B2B marketing

B2B marketers focus on promoting products or services to other businesses rather than individual consumers. A B2B marketer needs to be skilled at building and maintaining business relationships, creating content that speaks to the target audience's specific interests and pain points, and using data to drive decision-making.

It's also important for B2B marketers to understand that most of the products and/or services they sell are aimed at groups of people (because they are selling to companies), so knowledge of team dynamics and purchasing processes is important in this area.

B2C marketing

In contrast, B2C marketers target individual consumers with products or services. This may involve creating mass advertising campaigns that appeal to a wide audience, leveraging social media influencers to promote products, and understanding consumer behavior and buying habits.

If you run an eCommerce business, for example, you would want to hire a B2C marketer with experience in driving online sales and engaging with customers through various digital channels.



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Startup marketing

Startup marketers are usually adept at more than one of the marketing channels. They frequently have to wear many hats, like managing social media accounts, sending newsletters or emails, and creating content for the company blog.

A marketer in this field must be able to work with limited resources and budget while still driving growth and customer acquisition. Their focus is often on building brand awareness and establishing a strong online presence.

Enterprise marketing

On the flip side, an enterprise marketer may work for a large, well-established company with a bigger budget and more resources at their disposal. They are typically responsible for developing and executing comprehensive marketing strategies that drive revenue growth for the business.

They may also oversee multiple teams or agencies, such as advertising or PR firms, to ensure that all aspects of the marketing plan are aligned and executed effectively.

How to hire a marketing expert as easy as possible

Even if you do know what kind of marketing expert you're after, hiring one can still feel like a daunting task. Just one quick search on LinkedIn or UpWork can turn up thousands of results.

It's enough to make your head spin!

As a general rule, the process of hiring a marketing expert will likely look something like this:

Define your needs

Clearly defined goals and marketing objectives before diving into the recruitment process. Think about what specific skills or expertise you're looking for, and whether you want a full-time employee or a freelancer that can work on a project basis.

Set your budget

Defining your budget is a crucial step in the hiring process. Consider what you can afford to pay a marketing expert, keeping in mind their experience, the size of the project, and the industry standards. Be realistic, though. You can't get someone very senior with a lot of experience for a very low wage. Your industry, expectations, and state of the market are important aspects to consider when setting the budget for your marketing hires. 



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Create a clear job description

When hiring a marketing expert, create a clear and concise job description. This includes specifying the key responsibilities, skills required, experience level, and the expected outcomes of the role, which enables potential candidates to gauge their suitability for the job. Most importantly, it includes what you can offer as well. To attract top talent, you need to show how your company can help advance their career.

Start your search in the right place

There are multiple channels you can use to hire a marketing expert, each with pros and cons:

Google

Most often, Google results will turn up lists of marketers on UpWork, Fiverr, and other platforms. If you're ready to dig a little more, you might find websites made by marketers specialized in different channels (e.g., copywriting, SEO, etc.). This can be a great way to find an affordable marketing expert, as well.

LinkedIn

LinkedIn can be a very good source for marketers, especially considering many write there recurrently and display their expertise. You can also reach out to your network and get referrals or recommendations from people you trust.

However, keep in mind that marketers with massive following might not be your best option. They might seem popular, but they frequently employ an entire team of people to make them that popular, resort to "pods" (groups of users who like and comment on each other's posts to falsely increase engagement), or buy followers, which can result in fake/low-quality audience.

Many excellent marketers also prefer to not be in the spotlight, which means they might not be as active or visible on LinkedIn. Be sure to do your research and look for quality over quantity when it comes to a marketer's presence on LinkedIn.

Referrals

Asking your peers, colleagues, or friends for recommendations and referrals can be a great way to find a talented marketer. They may have worked with someone in the past who they can personally vouch for, saving you time and effort in the hiring process.

One tip to keep in mind here is that you should be very specific with your referrals, just as you would be in any job ad: tell them what you need, the kind of expertise you're after, and the budget you have available. This will help them narrow down their recommendations to people who are a good fit for your needs.



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Communities

Likewise, if you're part of a business community, you could ask around for recommendations or post a job listing in the community. This can be especially useful if you're targeting a specific niche or industry.

Some communities you could find marketers on include Online Geniuses (Slack), Demand Curve (Slack), Superpath (for content marketers), and various Reddit threads (usually specialized in different types of marketing expertise).

Freelancer boards

Platforms like UpWork and Fiverr tend to be a first stop for many businesses looking to hire a marketing expert. These platforms allow you to search for freelancers with specific skills and expertise, review their ratings and reviews from previous clients, and negotiate project terms and rates.

Keep in mind that these platforms often have a large pool of marketers with varying levels of experience and skill. It's important to thoroughly vet potential candidates and communicate clearly what your expectations are. It's also important to have a clear contract in place to protect both parties.

Mayple

If you

• Want to work with the best marketers, both in terms of how they master their specialty and in terms of industry experience
• Do not want to spend time searching, filtering, vetting, and managing the interview process and the hiring process
• Want to have a clear and measurable plan, with expected outcomes and a set budget
• Don't want to be stuck in long-term commitments or pay high monthly retainers

Then Mayple might be your best option. Mayple is an AI-driven platform that matches businesses with top marketing experts based on their specific needs and budget. All of the marketers on Mayple have been vetted and have proven track records of success, so you can trust that you'll be working with only the best.

Network and build relationships

Maybe you don't need a marketer right now. However, networking and building relationships with industry professionals can come in handy when you do need to hire one or seek their advice. Attend conferences, join online communities, or simply reach out via LinkedIn to connect with marketers and learn from their experience.

Use ads to find the right people

This can be a complete hit or miss, but using social media ads to find the right marketer might work if you have a clear understanding of your target audience and can create a specific ad that will appeal to them. Be prepared to spend some money on testing different ads and targeting options, but if done correctly, this method can help you reach highly targeted and qualified candidates.

Make sure you evaluate soft skills

Hard skills are necessary. But if you want to work with someone long-term (be it on a freelance, contractual, or full-time basis), make sure they have the necessary soft skills as well. These include communication, time management, problem-solving, and adaptability.

When interviewing potential candidates, don't be afraid to ask about their soft skills and how they approach certain situations or challenges. It's important to find someone who not only has the technical expertise but also can work well with your team and handle any obstacles that may arise.



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Read reviews and analyze ratings

No matter what method you use to find a marketer, always take the time to read reviews and analyze ratings from previous clients. This will give you an idea of their past performance and satisfaction levels, allowing you to make an informed decision.

Keep in mind that not all reviews may be authentic, so it's important to also consider the source of the review and look for patterns in the feedback. A good marketer will have consistently positive reviews and a solid track record of success.

Look at candidate portfolios

Evaluating a candidate's portfolio provides tangible evidence of their special skills, creativity, and effectiveness. It allows you to assess the range and quality of their work, their attention to detail, and their ability to deliver results. By carefully reviewing their portfolio, you can gain a deeper understanding of their style, approach, and ability to meet your specific marketing needs.

Here are some quick tips on how to spot a good portfolio:

• Success metrics: A good portfolio not only displays the work, but also provides clear metrics of success, such as increased traffic, lead generation, or sales.
• Relevance to your project: Look for work samples that are similar to your marketing needs. This will show that the candidate has experience in your area of interest.
• Quality of presentation: How the portfolio is presented can tell you a lot about a candidate's professionalism and attention to detail.
• Client testimonials: If available, client testimonials can provide further insight into a marketer's effectiveness and customer satisfaction.

Ask questions about your industry

Understanding your industry is vital if a marketer is to successfully promote your business. They should be knowledgeable about industry trends, competitor dynamics, and unique challenges that could influence their marketing strategies. When interviewing potential candidates, consider asking the following industry-specific questions:

1. What trends in our industry do you see influencing our marketing strategy? How would you respond to these?
2. Can you provide examples of marketing campaigns you have conducted for similar industries?
3. How do you stay updated with changes and developments in our industry?
4. What challenges do you anticipate in marketing our product/service in this industry and how would you overcome them?
5. Who are our main competitors and how would you differentiate our brand from theirs through your marketing efforts?

These questions will help assess whether the candidate has a clear understanding of your industry and can deliver a marketing strategy that's relevant and effective.

Mistakes to avoid when hiring a marketer

Hiring a marketer can be akin to navigating a maze; but instead of walls, different types of marketers, websites, platforms, and social media networks scream at you to choose them.

Here are some mistakes to avoid when hiring a marketer:

Being unclear about your needs and expectations

It's important to have a solid understanding of what you want from a marketer before beginning the search process. This will help filter out unsuitable candidates and ensure you find someone who meets your specific needs.

Look for someone who does it all

There is no one-size-fits-all marketer, and it's unrealistic to expect someone to excel at every aspect of marketing. Instead, look for a candidate who has experience in your specific area of need. If you need to create audience-centric content, look for a content marketer with experience in your niche. If you aim to spread awareness on social media, consider hiring a social media marketer with experience in your industry.

Hire the wrong seniority level

You can't hire a junior and expect them to make decisions, properly estimate budgets, and set the right expectations for your marketing goals. Similarly, a senior-level candidate may not be the best fit for a small business with limited resources and budget. Make sure to assess your needs and choose the appropriate level of experience for your specific project or company.

Want to skip the lengthy process and make a great hire from the get-go?

Mayple's your answer.

We have a thorough vetting process we apply to all marketers who want to become part of our network. We use AI (and our own experience in marketing) to match you with the perfect marketer for your business. Not just the person with the highest following on social, but the person who is just right for your requirements, business size, and budget.

What's more, we'll also set up regular check-ins to make sure you're happy, you can request to change your marketer at any time, and, unlike working with agencies, there's no long-term commitment on your part.

Contact us, tell us what you need, and we'll take it from there.