What to Look for When Hiring a Digital Marketer For Your Business

What to Look for When Hiring a Digital Marketer For Your Business

In this age of mobile apps, social media platforms and influencers, having a digital marketing team or individual for your business is no longer an option. As an employer, you need to decide whether hiring a digital marketing agency or a full-time digital marketer is the best decision for your business. Some key points to guide your decision making include cost, experience, amount of work and the ability to bring results. 

One of the benefits of hiring a digital marketing agency like Charleson Group is that digital agencies are experts in effectively managing your digital marketing budget. They are made up of a team of experts and years of experience having worked with hundreds of brands. You no longer have to worry about ad optimization or cost per click, you set the budget and expectations, they handle the rest. 

The main role of a digital marketer is to develop strategies that leverage relevant digital channels to improve brand recognition and effectively drive sales. So if you have decided to hire a digital marketer as opposed to a digital marketing agency, here are the top skill sets you need to look for and why.

  1. Specialization

Most employers want to hire a digital marketer who is a Google Ads expert, a SEO expert, a social media expert, a web developer, a graphic designer with copywriting skills. This is as absurd as that statement! 

Most employers want to hire a digital marketer who is a Google Ads expert, a SEO expert, a social media expert, a web developer, a graphic designer with copy-writing skills. This is as absurd as that statement! 


No, I will not apologize for my remarks. Before hiring a digital marketer, ask yourself, what are we struggling with? This question is a game changer. If you realize you need different skill sets and your budget is limited, consider hiring a digital agency who have teams consisting of experts in various areas. You do not want to hire someone with general knowledge but no depth in one particular area.

  1. Creative Thinking

The digital marketing world isn’t what it was in 2019 or even 4 months ago. Things change every day and you need someone that is good on their feet and can come up with creative solutions on the go to help you and your clients stay relevant. A digital marketer will also be required to make contributions to the website copy, the campaign creatives development and more. A successful marketer should therefore be able to work with internal teams and provide creative solutions so that others can execute them effectively.

A good way to evaluate candidates on this is by presenting them with a case study scenario and having them state the actions they would take or the solutions they would offer.

  1. Good Communication Skills

A digital marketers role will involve pitching to potential clients, communicating with internal teams and freelancers and you want to ensure that they can eloquently express themselves and relate well with people. 

A good way to establish this is through reading their application letter, good communicators get straight to the point in a clear and convincing manner while the rest tend to rumble on. Even more effective is to pay attention to how candidates respond to questions during the interview. 

Also pay attention to how they relate with other candidates or the front desk personnel. This will give you a clear picture of how well these people relate with others.

  1. Analytical Skills 

Numbers are everything in digital marketing. Data analytics refers to techniques and software used to collect and analyze data from different online platforms in order to inform your decisions. Having a digital marketer on board that knows how to study the data and effectively use it to make better decisions is key to digital marketing success for any business.

What to ask: Ask the candidate if they have experience using Google Analytics or any other analytics service provider. Ask them which KPIs they track and why. Remember tracking the right metrics in line with your business objectives is key to success in the digital world.

  1. Storytelling Skills

When looking for a digital marketer, you need to look for someone that will understand your customers pain points and address them in a way that will elicit emotional response hence lead to increased engagement on your website content or social media.

This should be demonstrated in how they structure the captions on social media posts, articles on your website and the creatives they choose to include in their ads. 

  1. Technical Knowledge

Much of digital marketing revolves around your website or app. Any digital marketer should have basic knowledge of HTML, JavaScript or CSS. The ability to use different platforms such as WordPress, Google Analytics, Google Keyword Planner, Canva and more is also important to get the job done.

We hope these tips are of help to you in creating a robust digital marketing team for your company. We are confident that you will find the best fit for your team the next time you will be doing those interviews. If you do decide to hire a digital marketing agency, Charleson Group has been creating powerful brands, inspiring cultures and increased financial performance for businesses in Kenya for over 5 years. We would love to take your business to the next level, contact us today.

If you have more tips you would like to share with our readers, please do so in the comments below.

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