When Not To Hire A Marketing Coordinator
When a company is ready to take the leap and add marketing resources to grow sales, it can be a frightening commitment. Most companies want to start small and see where things go. As such, they allocate only enough money for an entry-level coordinator to work on growing the business. Most companies then search for an entry-level marketing professional to whom they can assign full-time responsibility for business growth.
But before taking this approach, companies should ask one question: do I currently have a marketing strategy? If not, they should hold off on extending an offer to an entry-level marketing coordinator.
Entry-level employees are best used to help a company execute a strategy that it already has in place. They can help support sales growth and may be the best financial bet in the long run if the company expects to have many ongoing marketing needs.
On the other hand, due to their relative inexperience, these employees may require more direction than a company can handle. Entry-level workers tend to be oriented more toward tactics and execution than big-picture thinking, so if a company doesn’t yet have a marketing strategy, this hire may not be able to give them what they need. They may also end up frustrating ownership with questions that no one knows the answer to.
Entry-level employees aren’t the only option. Another route that companies should consider is hiring a part-time marketing executive to develop a growth strategy and execution plan.
Part-time marketing executive
A part-time marketing executive works with a company to create a growth strategy from scratch that uniquely fits their business. This is the best bet if an owner or president does not have a sales or marketing background, or if the company currently lacks a plan or the time to develop one.
The process of developing a strategy includes doing market research (see how Leland Smith Marketing does this). Working with a part-time expert can put a company on the fast track to sales and marketing readiness. And best of all, the company doesn’t have to keep this person on the payroll after their work is done.
What happens when the marketing plan is complete?
A part-time executive can help a company determine the best path forward. Based on a company’s needs, they will typically come to one of three conclusions:
- The company can handle its needs internally from now on with existing resources.
With a marketing plan in hand, the company can execute it by dividing responsibilities among the sales force and office staff.
- The company needs a full-time marketing professional.
They have a plan, but now need someone to execute. Here is where a marketing professional (entry-level or more experienced) can really shine. The company will be able to answer his or her questions and provide clear direction, using their new marketing strategy as a guide.
- The company needs freelance resources.
Full-time staff aren’t likely to have all of the skills a company could ever need. From time to time, they may need help with photography, web design, copywriting, or other skills. This is another way part-time marketing executives can help: they can connect companies to trusted resources they’ve worked with in the past.
As with any new initiative, companies must know where you’re headed before they get started. If a company already has a clear marketing strategy and a plan for how to execute it, a junior level marketing coordinator may fit the bill.
However, if they need help developing the strategy, a part-time marketing executive can help. He or she will conduct research, provide recommendations, and create a plan for maintaining the strategy—while the company stays focused on what they’re best at.
Other questions about marketing partners? Contact Leland Smith Marketing to learn more.