One way marketers solve this problem is through “how-to” content that shows the outcomes that the target market cares about.
Desire: Marketers need to leverage brand personality and a clear value proposition to establish an emotional connection at this point in the journey.
One way marketers solve this problem is through advertising and case studies.
Action: In the final chapter of the buyer’s journey, marketers use CTAs (calls to action) to engage with your brand.
One way marketers can address this is through performance marketing campaigns, which push the front-end
What a funnel in an influencer marketing campaign might look like:
What a funnel in an influencer marketing campaign might look like:
Source: Trend.io
The focus of your marketing efforts ultimately depends on your business goals and your customers. Ideally, marketing should meet the needs of your customers throughout the buying process, steadily building trust, interest, and ultimately sales.
How do you identify key marketing needs?
Before you start hiring marketers, it’s important to identify a few top projects they’ll work on. Then hire talent who’s willing to take on those efforts.
Peters says she identifies core marketing needs by asking herself three questions:
1. What balance do I need to strike between “needs” and “brand”?
50/50? 80/20? Peters sees demand marketing as an effective way to “score” while also making money. In contrast, brand marketing campaigns are more like a long-term investment.
To capture existing demand, startups and small businesses are more likely to focus on performance metrics first. Once conversion rate optimization is in place, they will build an inbound engine.
Common approaches are through brand development, long-form SEO content, and social media engagement.
Some companies segment by size — SMB, startup, mid-market, large enterprise. For companies like Peter, the target audience is segmented by verticals such as manufacturing and logistics.
If Peters is responsible for one vertical, she will feel comfortable in charge of product marketing. Since her current team supports multiple verticals, she has hired dedicated product managers and marketers. The more target segments, the more product marketers and managers are needed.
3. Does design and creativity need to be hired full-time or can it be outsourced?
“Having design in-house makes everything simple,” Peters told Mar azerbaijan phone number keterHire. "I can do copywriting if needed. But I can't do high-end design."
"Doing design in-house makes everything easier."
Not every startup needs a full-time designer, though. If someone on the team is proficient in Canva and you anticipate needing less than 30 hours of professional design help per week, it might make more sense to hire a freelance designer.
Once you've answered these questions for yourself, you can explore potential marketing positions and marketing team structures.
Which marketing skills are most in-demand?
In its 2019 Marketing Hiring Trends report, McKinley shows that hiring managers have a strong preference for digital marketing candidates.
In addition to the unsurprising shift to digital, newer marketing roles like marketing operations and demand generation are nearly as popular as established roles like creative services, research, and analytics.