Two Things Every Marketing Agency and Company Forget
Every agency wants to hire only people with marketing degrees or X years of experience in some specific industry instead of people with marketing know-how.
The two things every marketing agency and company forgets are GOOD COPY and KNOW-HOW.
Having worked in viral media, social media, and paid ads for over a decade, I know and have seen how engaging Captions, Headlines, and Subheadlines can vastly increase Click Through Rates, lower Cost Per Click, and increase Engagement. This is on an organic level, too.
In today's world, everyone is focused on things like video or images, but copy gets forgotten. Yes, obviously important, but not the only things that matter. It just looks glitzy, but that doesn't mean it will perform well. Odds are, it won't, based on how many disappointed people there are on LinkedIn talking about how a marketing agency blew all their ad money.
That is because every agency wants to hire only people with marketing degrees or X years of experience in some specific industry instead of people with marketing know-how and proven results and experience, regardless of industry. It means nothing without real-world experience and the experience of testing thousands of different variations of a copy. And what does that 5 years of SaaS experience even mean when Forbes' and Microsoft's social strategy is to comment on dog videos on TikTok and use the Charles Leclerc trending sound? Good thing they only hire people with that industry-specific experience to know all of that!
Marketing is not like other industries. Many successful people have never taken collegiate marketing classes and can't have experience in every single field. This is why most agencies and companies fail to get results for clients or themselves. I can guarantee my ads and social strategies will outperform just about anyone with a marketing degree or some industry-specific experience, and I have an English degree. It's irrelevant.
I was talking to a gym owner the other week, and she said that the agency she hired was running ads in a 40-mile radius, and she thought it was impossible to even target within a smaller radius. How many marketing degrees did that agency have on staff to waste her ad money?
Yet, my English degree and 10 years of experience told her that the agency had no idea what they were doing. Not only was it possible to do so, but I have seen success with geo-targeted ads in highly competitive markets like NYC. Would a marketing degree or 5 years working in the gym space make my words or real-world results more valid? I don't get it.
People are trying to check descriptive boxes instead of looking at the most important boxes: Results. It is truly tiring to see companies hiring based on vanity.