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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

PR

Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

Top tips for recruiting a social media manager

Hiring a social media manager is a relatively new process. Ten years ago, it was a job role that just did not exist. Now, every major corporation has at least one person dealing with social media content, comments, and messages from customers. Marketing experts have realised the value of social media marketing and pour a significant amount of their budget into using various platforms for promotion and advertising.

Because it is now such an important role, it is essential that you recruit the right person. Many businesses are still unsure what qualities and skills they need to look for in a candidate because of how new the role is. However, here, we are going to share some tips to help you to recruit the perfect social media manager.

What are your social media goals?

Before you start even advertising for a social media manager, you need to have some idea want you want from your social media. Of course, if you have no experience of social media yourself, you may not know what targets you should be setting for your social media activities - and that's exactly why you need to recruit someone who does. However, you need a goal to work towards, however vague that is.

Do you want to increase your social media following? Do you want someone who handles any comments - including the negative ones - from customers? Do you want someone to focus on advertising your products or services?

Knowing the answer to this allows you to narrow down your candidates and look for particular experiences and skillsets.

Do they have personality?

Anyone can schedule in a few bland posts and links using an auto-schedular but having a real life person sat replying to customers and engaging with them in real time is something completely different. Your customers want to see a human side to your business, and your social media manager is the perfect person to do this. Take a look at some of the replies from British supermarkets social media - while remaining professional at all times, they do bring the brief moment of humour and fun into their posts when appropriate. Perhaps you could set any candidates a task - for example, how would they respond to customers in certain situations? You want to make sure that you have someone who can inject some personality into posts without being micro-managed. 

Are they creative?

When it comes to fresh and engaging social media content, brands have all sorts of options at their fingertips - videos, memes, gifs, and blog posts are just some of the things they can create and share. However, you need to consider whether you want whoever you hire for your social media management to come up with and create them, or whether you just want them to curate and share. If it is the former, you need to make sure that you hire someone creative. They may need to be able to write engaging content and have the technology skills available to create other forms of content.

Can they communicate?

If the person you are considering cannot communicate effectively, then they are not going to be well suited to the job. Social media is all about communication. However, it is not just their ability to get a message across to customers that you need to consider; you also need to think about whether they can communicate with you and other members of the team. Many workplaces use workflow management tools such as Trello or Asana, particularly if they work remotely, so that everyone knows what they are doing and when. Making sure they have experience in these tools, or are willing to learn is essential 

Can they understand analytics?

If you want to know whether your social media strategy is working or not, you need to understand the fundamentals of ROI and analytics. What do they show and what do they mean? Your ideal candidate needs to understand that effective social media management is about results that are driven by data and not just resharing quizzes and memes.

How do you choose a social media manager?

As we mentioned earlier, assessing candidates for their suitability in a role as social media can be difficult. Of course, you need to check out their work background - there is no excuse not to have a well-written, up-to-date CV with the help of software and templates by CVmaker. You may also want to ask them to provide a personal statement, as this gives more of a clue to how much personality they can inject into something.

If someone passes the CV or application stage of your recruitment process, you will probably want to interview them. Whether this is a face-to-face interview, or a video call interview depends on what your company needs. Many social media managers work from home on a freelance basis, and in this case, interviewing via Zoom may be appropriate.

It is very easy for people to tell you what skills they have, but showing them is a whole different ball game, especially when it comes to such a new skill and job role. A practical task, such as the one we mentioned above where they deal with a mock social media scenario or asking them to put together a presentation to demonstrate their skills is not a bad idea.

Social media is a huge platform for businesses now, and one that you simply cannot afford to get wrong or ignore. However, as a relatively new marketing strategy, there's still some uncertainty about what makes a successful social media manager. These tips will hopefully give you a better idea of the qualities your candidates need to demonstrate, and how you can be sure they fit you and your brand.

Copyright 2020. Article was made possible by site supporter Jeremy Bowler

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