A talented marketer is many things in the digital era. Having team members with both well developed, specific skills (design, copywriting, etc.) as well as a knowledge of all tenets of marketing is the best way to achieve growth. Modern marketing is about more than just ad placement; marketers must develop material for all phases of the sales cycle, using data and an understanding of the customer to help development specialists earn leads and close deals. So what should you look for when hiring for marketing?
1) The Data Scientist
Marketing materials that resonate with customers use convincing datasets to create digestable, actionable, and persuasive copy. Usually this means converting data into charts and graphs which are more easily deciphered than raw datasets. For prospective donors, the modern marketer must be capable of putting together reports which show the value of their organization.
Modern marketers must also know how to make smart decisions based on datasets gathered through marketing channels (Facebook, Snapchat, Google, Amazon, landing pages, Twitter, the list goes on). Marketers can more quickly achieve success by using a marketing automation platform which will help compile data. This information is in turn used to determine successful market segmentation and other strategies.
2) The Critic
While every marketer may not be a designer or an artist themselves, they must be a critic of all visual marketing materials, and be able to guide designers on creating materials that will resonate with potential donors during the acquisition process. The successful marketer will be able to tell determine if typography and graphics are outdated or not ideal for a target audience (ie, avoid Times New Roman). Today’s iconography and typography is flat, clear, and simple. But in two years, expect that to change. A good marketer stays on top of these trends, and understands the “art” as much as the science.
3) The Adaptable Copywriter
It is difficult to imagine a successful marketer that is not also a copywriter themselves. Successful copywriters know how to write for top, middle, and bottom of the funnel leads and a variety of audiences. Great copy is extremely important for developing landing pages, white papers, and other marketing materials. The successful marketer knows what information prospects need to know in order to donate.
4) The Closer
On top of developing marketing materials, the modern marketer should also be an adept salesman. This is important because marketing is about sales (or in your case, donor acquisition), and if your marketer couldn’t close a deal on his or her own, how can you know that he/she will be able to develop the best strategies and materials to lead to that all-important close?
At the same time, keep in mind that there are many types of salesmen, and not all of them have marketing finesse. Those that do will be geared more towards meeting the needs of the customer than bullying prospects into a sale. Both strategies may be effective, but only one of them is scaleable (Hint #2: meeting the needs of the customer).