'The best marketing is how you make the people feel' (Part 2)

Joe Chernov - 'Good marketing makes the company look smart. Great marketing makes the customer feel smart'.

     Always love mentoring a visionary marketers because their creative ambition fuels the passion for growth and innovation. Working with someone who dreams big and thinks ahead keeps you inspired and constantly challenged, pushing the boundaries of conventional thinking. A visionary marketer sees possibilities that others might miss, and mentoring them allows you to shape and guide that potential while learning from their fresh, bold perspectives.

     Their enthusiasm for the future energizes you, making each session dynamic and fulfilling. You get to play a crucial role in turning their ideas into actionable strategies, helping them navigate complex market landscapes, refine their vision, and watch them achieve impactful results. Their willingness to take risks and embrace change makes mentoring an exciting journey where both you and they grow, fostering a collaborative, forward-thinking environment.    

An MM – Mentoring the Marketer and Training

       Training and mentoring a marketer is a rewarding task, as marketing is a dynamic, evolving field that requires a mix of creativity, analytical skills, and strategic thinking. Whether you are working with a junior marketer, a new hire, or even an experienced professional looking to upskill, a well-structured mentoring and training program is key to ensuring they grow into effective, confident, and capable marketing professionals. Here's a detailed guide on how to do it effectively.

1. Understand Marketer’s Current Skill Level and Goals
Before developing a training or mentoring program, assess the marketer's current skill level and understand their career aspirations. Marketers often come from diverse backgrounds, including business, communications, design, and even technical fields.

• Assess Current Skill Level: Conduct an initial skills audit or have them complete a self-assessment. Ask questions like:

• How comfortable are they with digital marketing tools?

• Do they have experience in content creation, SEO, email marketing, or paid ads?

• Are they familiar with analytics and data-driven decision-making?

• Understand Their Career Goals: Discuss where they see themselves in 1, 3, or 5 years. Are they aiming to become a content strategist, social media manager, or a marketing executive? Align their training to these goals.

2. Set Clear, Attainable Objectives
Setting clear objectives is crucial for both training and mentoring. These should be specific, measurable, achievable, relevant, and time-bound (SMART).

• Short-term Goals: For junior marketers, objectives may include mastering foundational skills, such as running basic ad campaigns, learning how to create content calendars, or improving email marketing techniques.

• Long-term Goals: For more experienced marketers, objectives might involve leading marketing strategies, overseeing campaigns, or optimizing marketing funnels.

Ensure that these objectives align with the company's goals, making the learning process mutually beneficial.

3. Provide Hands-on Learning Opportunities
Marketing is a practical field, so hands-on learning is essential. Encourage your marketer to apply what they learn immediately by giving them ownership over tasks or projects. Here’s how you can structure hands-on learning:

• Shadowing and Apprenticeship: Have junior marketers shadow senior team members or mentors to learn the ropes of complex marketing strategies, tool usage, or campaign execution.

• Project-based Learning: Give them ownership of specific projects like a social media campaign or an email newsletter series. This helps them learn by doing, while also allowing them to build confidence.

• Simulations and Role-Playing: For example, run a simulation of a crisis management scenario for a marketer handling public relations or reputation management.

• Job Rotations or Cross-Functional Experience: Allow them to rotate between different marketing functions like content, paid advertising, and market research to understand how various departments work together.

4. Focus on Core Marketing Competencies
A well-rounded marketer should be proficient in the core marketing competencies. Training should cover all key areas to build a strong foundation.

• Content Marketing: Teach them how to create content that resonates with target audiences. This includes copywriting skills, content calendars, and managing editorial workflows.

• SEO and SEM: Ensure they understand search engine optimization and paid marketing strategies, as these are vital for driving traffic and conversions.

• Social Media Marketing: Help them grasp the intricacies of social media algorithms, community management, and how to create engaging, platform-specific content.

• Email Marketing: Ensure they know how to design email funnels, nurture leads, and use automation tools.

• Analytics and Reporting: Teach them how to read marketing data (Google Analytics, SEMrush, HubSpot, etc.), measure performance, and use insights to optimize campaigns.

• Branding: Guide them on maintaining brand consistency and developing campaigns that align with the company's identity.

5. Introduce Modern Marketing Tools and Technologies
Marketing is heavily reliant on technology, and knowing how to use the right tools is essential. Here are some categories of tools you should introduce:

• CRM Tools (HubSpot, Salesforce, etc.): For tracking leads and managing customer relationships.

• Analytics Tools (Google Analytics, Mixpanel): For monitoring web traffic, conversions, and campaign performance.

• SEO Tools (SEMrush, Ahrefs, Moz): For keyword research, backlinks, and technical SEO optimization.

• Ad Platforms (Google Ads, Facebook Ads): For paid search and display advertising.

• Email Marketing Tools (Mailchimp, SendGrid): For managing email campaigns and automation.

Offer practical demonstrations and encourage them to use these tools in real campaigns.

6. Create a Culture of Continuous Learning
Marketing is constantly evolving, with new trends, tools, and techniques emerging regularly. Encourage a culture of continuous learning by:

• Encouraging Industry Research: Share blogs, podcasts, and articles from top marketing thought leaders (Neil Patel, HubSpot, Seth Godin, etc.) to keep them updated on industry trends.

• Provide Training Resources: Invest in online courses, webinars, and certifications (Google Analytics, Facebook Blueprint, HubSpot Academy, etc.) to help them stay ahead.

• Host Internal Workshops: Invite industry experts or senior marketers to hold workshops on topics like storytelling, performance marketing, or advanced analytics.

• Foster a Growth Mindset: Encourage them to experiment, test, and learn from mistakes. This helps in adapting to the rapid changes in the industry.

7. Offer Regular Feedback and Support
Feedback is essential for learning and growth. A strong mentoring relationship thrives on open communication and regular check-ins.

• Constructive Feedback: Offer specific, actionable feedback on their projects. Point out areas for improvement and celebrate successes.

• One-on-One Meetings: Schedule regular one-on-one meetings to review progress, discuss challenges, and set new goals.

• Peer Review: Encourage peer-to-peer feedback within the team, fostering a collaborative learning environment.

• Provide Emotional Support: Marketing can be stressful, especially when it comes to managing tight deadlines or tough client demands. Offer encouragement and advice on how to handle work pressures.

8. Encourage Networking and Mentorship
In addition to your own mentorship, encourage your marketer to expand their network and learn from others in the field.

• Internal Networking: Facilitate networking opportunities with other departments like sales, product, and customer success, which can provide new insights into marketing strategies.

• External Mentorship: Encourage them to seek out external mentors who have different experiences, or join marketing communities, like the American Marketing Association (AMA) or LinkedIn groups.

• Conferences and Networking Events: Encourage attendance at industry conferences or webinars where they can meet professionals and stay up to date on trends.

9. Foster and Embrace Creativity and Innovation
Marketing thrives on creativity and innovation. Encourage your mentee to think outside the box and challenge traditional approaches.

• Brainstorming Sessions: Hold regular brainstorming sessions where the marketer can propose new ideas and learn how to ideate in a group setting.

• Encourage Experimentation: Let them experiment with new marketing channels, tactics, or messaging, even if success isn’t guaranteed.

• Inspiration from Other Industries: Encourage them to draw inspiration from other industries or unconventional sources, as fresh perspectives often lead to breakthrough ideas.

      

      Training and mentoring a marketer involves more than just teaching technical skills—it’s about nurturing their creativity, strategic thinking, and confidence. By setting clear goals, offering hands-on experience, providing continuous learning opportunities, and creating a supportive environment, you can help your marketer grow into a well-rounded, innovative professional. Your mentorship can ultimately pave the way for their career success while also driving significant impact within your organization.

Simon Sinek - 'People don't buy what you do, they buy why you do it'.