Wealth Management Marketing's Blog: Presented by Kristen Luke

When a firm begins to initiate marketing activities, the first question is, “who is going to do all this work?”  Usually the responsibility is split between the advisor and an administrative assistant.  But soon it becomes clear that the skills and availability of the existing staff is not sufficient to implement the marketing plan.   It is at this point that a firm makes the decision to either hire outside help, or hire a new employee – a Marketing Coordinator.

When hiring a Marketing Coordinator, you should look for someone with diverse skills who can handle the majority of marketing responsibilities required by your firm.  Here are five skills to look for on a resume when hiring a Marketing Coordinator to increase the likelihood you are hiring the right person.

1.     Basic Graphic Design Skills

While you can’t expect a marketing coordinator to be able to create a professional 12 page brochure, the person you hire should be able to help you with basic pieces like one-page sales sheets and event flyers.  Basic knowledge of graphic design is also helpful when managing projects utilizing outside graphic designers   and coordinating with printers.  Look for wording like “experience with Adobe Photoshop, Illustrator or InDesign” on an applicant’s resume to identify candidates with basic design skills.  While the position you are offering may not require the use of these programs, candidates with experience using these programs should be able to handle your basic graphic design needs.

2.    Basic Understanding of HTML

A marketing coordinator should have basic understanding of HTML in order to update your website and create email marketing campaigns.  Even if you utilize a content management system to update your website, basic understanding of HTML is useful  when the WYSIWYG tool is not capable of making more complicated formatting changes.  Likewise, basic understanding of HTML is useful when utilizing email marketing systems like Constant Contact and MailChimp to customize templates to your exact specifications.  Look for references to HTML, email marketing systems and content management systems on a candidates resume to identify these skills.

3.    Experience Using CRMs

If your company utilizes a Customer Relationship Management (CRM) system like Junxure, Redtail or Salesforce, you should look for a marketing coordinator with experience utilizing such systems.  A CRM is important in tracking prospects, campaigns and client communication.  Hiring a candidate who is comfortable using CRM systems will help you be able to track all of your marketing activities and streamline communication.  A candidate may not have experience using your specific CRM, but experience listed on a resume with other CRM systems should provide the necessary skills required.

4.    Previous Event Coordination Experience

Whether you host public workshops or intimate client appreciation events, a Marketing Coordinator should be able handle all aspects of event coordination.  A candidate with previous event experience will be able to manage the pre- and post- event logistics as well as provide assistance with registration on the day of the event.   While you can train an employee on the steps required to coordinate an event, hiring someone with previous experience will be beneficial in ensuring that events are successfully executed on a consistent basis.

5.    Marketing Planning Experience

While the principals of a firm are ultimately responsible for creating a marketing strategy, hiring a candidate who has previously written marketing plans will help aid in this process.  A candidate who has written plans in the past will be able to help research ideas, create a budget and put together a calendar.   Even “marketing plan creation” experience is not specifically listed on a resume, candidates who have a bachelors degree in marketing will have experience creating plans, at least in an academic setting.

Depending on your business and budget, you may require additional skills such as previous financial services experience or copy writing skills.  Starting with the five criteria listed above will help you find a well rounded employee who should be able to handle most of your marketing needs allowing your other employees to concentrate on their jobs.

About Kristen Luke

Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for Registered Investment Advisory firms. Kristen works with individual advisors and firms to develop effective marketing plans and her firm provides the back office support required to implement the strategies. For more information, visit www.wealthmanagementmarketing.net.