Hiring an Inbound Marketer? Here Are 3 Important Things to Consider

It can be tough to find the perfect person for a job. When it comes to inbound marketing, the process is even tougher. Our industry is so new, fluid, and fast-paced that many are scrambling to keep up – let alone establish concrete hiring practices. Consequently, it’s no surprise that few agencies have a go-to strategy when it comes to seeking out and nailing down a killer inbound marketing consultant.

Overhead view of businessman and businesswoman shaking hands
credit: getty images/ Tom Merton

I’ve talked to a few company managers who have completely stopped checking resumes or cover letters; possibly based on their limited time to do so, possibly because they’re basing their hiring practises on portfolio work. LinkedIn also provides some good insight when surveying candidates for some positions – but at times can be misleading, especially when we’re hiring for something like inbound marketing.

If you’re looking to hire any type of marketer, you have to face the reality: marketing has changed. Rather than staying specialized in one specific area, a successful inbound marketer today needs to wear multiple hats and acquire various skills. This isn’t due to any one change in particular, like technology. Yes, that has contributed, however the primary reason is the changing face of consumers.

HubSpot indicates that agencies must be holistic in their hiring approaches. Keep in mind, although you might not feel entirely confident seeking out the perfect employee, the employee getting interviewed is just as unsure as to what you might be looking for. The fresh, consumer-centric mentality is new both for seasoned marketers and young inbound strategists who might be new to the game.


There are an increasing number of things to take into consideration when hiring an inbound marketing consultant or strategist for your business, but here are three that you simply can’t afford to overlook as compiled by Matt Sullivan at HubSpot:

1.    Define your business goals and let the candidate explain how his/her techniques will get you there. Be specific (e.g. 6X as many leads in 6 months, 10% increase of revenue from Internet leads, etc.). Without a good definition of success, it will be difficult for you to hold your consultants or employees to your standards. Because you have the destination picked, a good expert will be able to put together a roadmap for you.

2.    Ask to see behind the curtain. If a candidate won’t allow you or your staff to participate in any of their inbound marketing efforts, you need to be suspicious. The worst thing that can happen to you is that your expert is using black-hat techniques to artificially accelerate the results. The long-term side-effect can be devastating to your efforts. Your expert should also be giving you an education. Moreover, you should set up a weekly or semi-weekly agenda of meetings with this candidate to survey their progress; keep the lines of communication open.

3.    Get references and case studies. This is your opportunity to find out what they’ve done in the past. Even if the candidate is your cousin or neighbor’s son and has no previous experience, you need to make sure that your resource has legs to stand-on. Don’t simply rely on their pretty website or number of Twitter followers. That said, what you can do (if your schedule permits) is do a quick survey of their personality online. Are they quick to respond to issues with their following?

The hiring process isn’t easy for any job, particularly for inbound marketing where the field is so new and few marketers even fully grasp the methodology. That said, hiring an inbound marketing consultant is not a waste of money, it’s an investment. Considering the number of daily tasks and challenges, possible mistakes in every campaign, and the pace of this industry, you don’t have much of a choice. Just be sure to approach the process with attention to detail.

Top 4 Tips When Doing Your First Social Media Audit

SM_Strategy_PROSARYou are all set!

You have an online strategy that might include some advertising, keyword searches and inbound marketing tactics, but what about social media?

Often, you want to develop a social media strategy but don’t know where to start.

What channels should you include?

Which one is best?

And what about your current presence?

How can you improve it?

Are you doing ok?

To have a first glimpse at your own presence and to better evaluate your own needs when you first meet with a social media expert at PROSAR, here is a look at what you should be considering!

I have to say, I love this infographic because the 3 main tips explained here are my own starting steps when first developping a social media strategy for a new client.

Step 1: What is the competition doing?

If you don’t know where to start, look at your competition. What are they doing online? Do they have a Facebookpage? A Twitter account? A YouTube channel? A blog? And what are they posting? What direction does it go? Are they trying to position themselves as an expert in your field? Are they just trying to be fun and entertaining? Are they offering discounts?

You can consider the number of likes or followers that they have but also consider their size when making this assumption. If the company is global and you are local, it will be easier for them to gain a more substantial fan base. The same goes for their time on social media. If your competition has been there already for a few years and post daily, they will tend to seem more popular than you. It takes time to buid a readership and solid fan base.

Step 2: What works?

Social media is all about being unique and standing out. This said, success stories and proven strategies should not be ignored. When following the progress of your competition, see if any tactics stand out. Are there any successes that you can notice? A tutorial that went viral? A contest that had many participants? A tweeted event or hashtag that flooded news feeds?

Become a fan or a follower of your competition’s pages, keep an eye out for their blogs and see if any trends seem to be more popular than others.

Step 3: What is best for me?

There is no science to this next step. You are the expert of your own industry and know your clients best. According to your needs and your competition, you should be able to choose a channel where you want to establish your presence. Social media is there to compliment your marketing strategy and help you implement some parts of your plan. Use it with this in mind.

Step 4 (My own personal recommendation): And now what?

If I can make one personal recommendation, it is to seek help. You will notice when doing your own personal social media audit that what works best is a constant presence in different mediums. You are an expert in your field but with a bit of help, you can assure that your strategy will work in social media as well. Read up on more social media tips from the PROSAR blog, and give us a shout to build the best possible marketing strategy for your business!

For the whole infographic from Awareness, see below!