For new or small professional services organizations—think doctors’ offices, accounting companies, and law firms—figuring out how to weigh or increase advertising ventures can be a big problem. How many people and resources should you devote to it? What are the important traits for a marketing manager? As usual, there are no quick wide-spread solutions to hiring marketers for professional services firms; just guidelines.
How big should my marketing team be?
Always hire personnel based on the best use of resources, not the overall size of your firm. The number of people you hire, their experience, and salary, depends on what you hope to get from the department. Scale your marketing team size by goals and initiatives, not total staff. No matter your size, if you’re going to spend good money on marketing, try for at least one full-time employee.
How much should I budget for a specialist?
Especially in the professional services sector, plan on relatively high pay for marketing staff. Many small firms struggle to find hires willing to deal with, say, a one-man team or state bar advertising rules. Therefore, compensation offers must be more appealing than those of other offices with established and organized marketing teams. Still, salary will depend on the employee’s education, experience, and time commitment.
What skills show promise in marketers for professional services?
An employee with experience in an accounting firm will have an advantage in understanding and marketing that service. Written communication and relationship-building are must-haves. In such referral-based fields, traits such as extroversion and empathy are valuable– especially if you don’t have a business developer of some sort sharing the outreach work. Depending on the size and structure of your company, either teamwork or independence may be essential for the job; social media or event planning skills may rank high on your list of needs as well. Finally, remember the general skills that make a good employee: accountability, attention to detail, and fit within the workplace.
Marketing jobs can be hard to hire for, especially in smaller professional services firms with shared responsibilities among staff. If the task falls to you, be prepared to weigh these industry-specific considerations. Ultimately, however, the best marketing candidate depends on the specific needs of the office.