Monday, July 15, 2024

Is Everyone in Marketing Today?


The information superhighway, a.k.a. the worldwide web has made it possible for almost anyone to seek education on diverse topics. However, while you would not be advised to conduct surgery unless you are a licensed medical surgeon or lay electrical wire, unless you are a licensed electrician, it might not be effective for just any individual claiming to ‘do marketing’ to oversee your brand.

Strategic marketing initiatives and brand messages need to be aligned with the company’s vision, mission, and values. Then, a marketing plan must be written to meet the organization’s strengths, weaknesses, and other initiatives. Various tactics can be used to implement the plan, but careful consideration towards the costs versus return. Use dollars and time wisely, otherwise it might be wasted all together. All tactics should flow together and provide a good return on investment.

For traditional media, use messaging and images appropriate for each tactic. For instance, if you are creating a print display ad, show the image and the quick copy points. Use a clean logo, address or even a QR code. If using a billboard, simplify the message and remember you have only seconds to get your message across.

Many young professionals or recent college graduates are skilled at many aspects of digital communications and social media. However, knowing one tactic or creating a short video does not constitute the knowledge needed to implement a comprehensive marketing plan. It is important to know the difference. If a company hires a marketing person who creates social media platforms for the business, many assets might not fit within the company’s overall vision. It is then harder to fix the mishap, than for a seasoned marketing professional or firm to do the work right the first time.

Here are a few guidelines to use when hiring a marketing professional or firm:

Portfolio Examples: Ask for examples of their work. If they only show one tactic for marketing strategies, then they might not be seasoned enough to create a comprehensive marketing plan. Ask for writing examples, radio ads, digital communications, brand images, social content, and all the facets to make a good plan.

Education or Certificates: Research their background in experience, education, and certification. Confirm their resume experience aligns with what your business will need not only today, but in 3-5 years down the road. A good marketing leader should be able to enhance your vision well into the future.

Know Their Value: Invest in good marketing and it will pay dividends. While a business or organization should compensate fairly, understand investing in marketing and the personnel will help grow your business.

Please hire well and make sure the marketing team is trained to handle your brand.  After all, you are investing in the face of your business.

Jennifer Bushong, MA is the owner of JBe Marketing Group, LLC., a full-service marketing and communications firm in Washington State. Bushong earned a Master of Arts in Journalism with a concentration in public relations from Kent State University and graduated cum laude with a communication degree from the University of Washington.  To connect, email or visit



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