When you are looking to hire a marketing person in terms of position and skills, it’s really going to depend on where your business is at and also how patient you are in terms of training and resource.
In my team, my team do actually a lot of the things that would fall under a marketing banner. They run my social media accounts, they load things to places like LinkedIn on my behalf, because I’m not going to log in and load a video up there. They send out all the emails, they formulate the emails, they build the campaigns, they do the website stuff, they do keyword research, they do SEO. So a lot of this is digital marketing.
In our case, I hired people who came from call centers who had never heard of WordPress or online marketing. They maybe used social media as a consumer, but they probably had 100 friends, just regular use. What I have done over time is I’ve bought courses on things we want to learn and we’ve taken over, you know, that knowledge, that intellectual property. So now they can edit videos and transcribe them and publish them and tag them and syndicate them. And we’ve built up our subscriber base and our viewership.
We’ve made a lot of money from the stuff they’re doing. They send out all the broadcast emails, etc. when we have a new product. They set it all up in the cart, they set up all the sequences and the tags and the unsubscribe sequence.They work with our Facebook’s ad supplier, Ilana, to give creatives and to help with the copy. They work with my copywriter to provide them access to things. They work with the SEO provider to do all the trimming and tuning of our website and so forth.
And of course, they’re very capable, but it does take time. You’ve got to be patient. The beauty of it is if you can train people, they’re very loyal to you. Their wages will be lower than a western contractor who already knows how to do this stuff. And I don’t know about you, but you often hear about the contractor churn, like people just try one supplier, they don’t get the result they were promised, they get burned, they go to the next, to the next, to the next. You’re not building up any asset. You’re not building up any intellectual property when you churn through suppliers. Quite often you are never going to be successful anyway, because some of the fundamentals were missing and their filters aren’t very good. They just want the money. So I like to do it in-house where possible. And they’re the sort of roles, the functions that I’ve talked about that are good to get support with.
Ultimately, I’m still doing some of my marketing. I do my podcast content, and I do my short video content but my team fix up everything after I hang up. As soon as I hit stop, the team does everything else. So I think of this as the Ironman model, if you’re familiar with that superhero. My team are my suit that have rocket boosters and missiles and can do amazing things. And I’m just the guy. But I’m nothing without the suit. The suit does everything and it makes me leveraged. So that’s how I roll. If your business is substantial, if you’re doing millions of dollars a year and you’re on a scaling mission, then you’re going to need to hire in more agencies and marketing support at a higher level. There’s three main ways you can go here I think.
Certainly, you can bring someone in-house, like an actual CMO, a Chief Marketing Officer, someone who’s going to be expensive, who’s going to be good, and will be a high-risk-but-high-reward role. And a lot of my SilverCircle members have this role. So if you’re doing seven figures, you might want a CMO. And you can bring someone in and they will kick ass and take names and do a good job. Another one is you might look for a specialist. A sort of small operation who can help you with stuff, but more as a contractor.
And then the third option is you get a service who’s good at one thing, specialized service. A service, like Charley Valher‘s ValherMedia.com. They just do podcasts and videos and they do it really well. Or an SEO service like SEOLeverage.com. They just do SEO and they do it really well, and so on and so forth. So they’re the main options you’ve got. And you might have a hybrid where your CMO is interacting with external suppliers and managing it all and doing it for you.
But ultimately, it’s just really when you grow up as a business and you’re a substantial business when you’re no longer doing that CMO role. And when you’re not typing posts into your WordPress blog and hitting publish. I mean that that’s really just a solo operation and the sooner you can get away from that, the better.
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