I’ve just seen another one of those job adverts looking for someone to manage Digital Marketing for a company…they are looking for someone with “expertise” managing SEO, Google Ads CPC, Twitter, Facebook, LinkedIn, Instagram, YouTube, MailChimp and on and on…you get the picture.
Unfortunately this advert is describing a Digital Marketing Team, not a person.
MORE BAD NEWS
Unfortunately if this person did exist then they would be worth a lot more than the 45k the company was offering.
YET MORE BAD NEWS
Check out the Google Ads CPC rates in your industry, they are probably 50–100% higher than they were. Facebook Ads rates have also risen. Covid has accelerated the digitisation of business and generating awareness and leads is even more competitive than it was.
EVEN MORE BAD NEWS
If demand has doubled the supply of talent and opportunity hasn’t.
TAKE SEO FOR INSTANCE
It varies but there are only about 10 “organic’ free slots on the first page of Google results for a search phrase but getting on that first page of results isn’t really good enough. It varies but position #1 will get about 24% of clicks but position #7 will only get about 3% of the traffic (see the breakdown of clicks per position here).
In other words you could spend a lot of time and money to get to position #7 in the Google results, high five all round and then only attract 3% of the people searching for that phrase.
You really need to be at position #1 or #2 on Google to generate material traffic and you probably need to be an SEO guru to achieve that on any of the even vaguely competitive search terms.
WHAT IS THIS GURU YOU ARE TALKING ABOUT?
By guru we mean someone who has years of experience trying to reverse engineer the ever changing Google algorithm and rank their site at the top of the rankings. They are experts at structuring web pages in the optimum way (on page SEO) and facilitating links to their web pages to prove to Google that their pages have E-A-T (Expertise, Authority and Trust). When they are not “doing the do” they are researching the latest developments and hanging out with likeminded people trying to learn without giving too much away. It’s more than a full time job.
YOU NEED TO BE AN EXPERT TO BE SUCCESSFUL NOW
To be successful generating awareness and visits on any of the platforms you need hard won expertise and experience. Unfortunately for our job advertiser the age of the generalist is long gone.
You don’t need to hire a crack squad of digital experts to build your business digitally (you can if you want to of course, give GRO.TEAM a shout to do just that).
YOU NEED A PART TIME EXPERT, NOT A FULL TIME GENERALIST
At GRO.TEAM we square this circle by offering effective expertise across a number of fields on a part time basis. Our Interims/Gurus always aim to deliver full time impact for part time money.
We genuinely think it’s win/win and everyone's a winner.
MORE GOOD NEWS
You don’t need to spend time trying to hire people that don’t exist. Decide which platforms/channels are most important to you and GRO.TEAM can help you be successful on them for much less than a full time employee would cost.
EVEN MORE GOOD NEWS
There are an ever increasing number of independent experts ready willing and able do deploy their talents on behalf of clients as and when needed (we work with nearly 300 at GRO.TEAM).
Perhaps it’s time to stop setting people up for failure by hiring them against impossible briefs.
The age of the digital generalist has passed into history, the new age of more flexible and effective EaaS “Expertise as a Service” is upon us.