This article and expertise was originally published on Forbes.
Marketing professionals play a bigger role in improving the bottom line for businesses more than ever before. With new channels such as virtual reality, enhanced video, and artificial intelligence, the demand for professionals who understand these new channels is growing.
With that said, companies looking to hire one salaried employee to “quarterback” every marketing channel is becoming increasingly difficult. As more and more new customer acquisition opportunities surface, putting one person in charge of everything is unrealistic.
Instead, many businesses are realizing the benefits of outsourcing their marketing campaigns to contractors who can bring years of experience.
Whether you’re hiring a freelancer directly or working through a talent specialist, an interview is an important part of the vetting process. But to find a true rock star, you’ll need to make sure you ask the right questions. Here are six great questions that can help you learn more about any freelancers you’re considering.
How will you help us grow?
Your top priority as a business should be to determine what each candidate could do for you. Don’t expect a freelancer to hand over a full marketing strategy at no cost, but do try to get an overview of the type of work a marketer would do to grow your brand. Look for someone who understands your business’s mission and has a basic plan on how to help you reach it.
Tell us about your previous campaigns
You can learn a great deal about marketing job candidates by reviewing previous efforts. One way to do this is by reviewing each candidate’s resume and searching for examples of previous campaigns. Another way is through checking references in the hopes that previous clients and employers will provide useful information. This can work in conjunction with an interview question that directs the candidate to tell you about those previous campaigns.
How do you measure your efforts?
Analytics are an important part of every marketing effort, and a good marketer will know how to extract data and use it to create agile marketing campaigns. Look for answers that indicate a candidate has a firm grasp of the software necessary to monitor campaign performance. Once a candidate has expressed that, ask how they will use that information to improve future campaigns.
How would you position our product/service?
Again, be aware that an experienced marketing consultant likely won’t provide a full marketing strategy during the interview process. A business could take that information and run with it, resulting in the marketer having provided consulting services for free. However, you can ask for general information on the approach a candidate would take if trying to reach out to your business’s target demographic. This will also give you an idea of whether the candidate has a basic understanding of the type of customer your product would most likely attract.
What is the most important factor in any marketing campaign?
This question can get to the heart of your candidate’s unique approach better than many others. Look for answers that match what other experts in the field often list as a top priority, as well as an answer that matches your own goals for your marketing efforts. The ideal candidate will seek to learn as much as possible about your business’s desired outcomes and create a campaign that helps you reach those goals.
How do you stay up-to-date with the latest marketing techniques?
Marketing is a constantly evolving field, with professionals adjusting their techniques as they gather new information about what works and what doesn’t. Look for candidates who remain in touch with trends in the industry, staying informed yourself about the best ways to stay in the know. You may be able to double check those sources on your own and learn if the candidates you’re meeting show promise in these areas.
If you’re preparing to add a marketing freelancer to your team, it’s important to outline what you’re looking for before beginning your search. Once you’ve identified the features most important to you, you can create great interview questions designed to determine whether each candidate fits. This will help you find the perfect freelancer to help you meet your own business goals.
This article was written by Aj Agrawal from Forbes and was legally licensed through the NewsCred publisher network.The views expressed in this article do not necessarily reflect those of Twitter or its affiliates.