Performance marketing
Performance marketing is a results-oriented approach to digital marketing where advertisers only pay when a specific action is taken, such as a sale, lead, or click. It's a highly data-driven discipline focused on measurable outcomes and continuous optimisation. This makes it ideal for businesses looking to maximise their return on investment (ROI) and achieve specific marketing objectives.
What to look for in a performance marketing freelancer
When hiring a performance marketing freelancer, look for demonstrable experience and a proven track record of success. A strong portfolio showcasing successful campaigns, along with client testimonials, is essential. Seek out freelancers who possess strong analytical skills, a data-driven mindset, and a deep understanding of various digital marketing channels.
Key qualities to consider:
- Experience with relevant platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads)
- Proficiency in analytics tools (e.g., Google Analytics, Adobe Analytics)
- Understanding of key performance indicators (KPIs) and reporting
- Excellent communication and collaboration skills
- A proactive and results-oriented approach
Main expertise areas
Performance marketing encompasses various specialisations. When hiring, consider which of these areas are most relevant to your needs:
- Search engine marketing (SEM): Focuses on paid advertising within search engine results pages (SERPs).
- Social media advertising: Utilises social media platforms to reach target audiences through paid campaigns.
- Display advertising: Employs visual banner ads across a network of websites.
- Affiliate marketing: Leverages partnerships with other businesses or individuals to drive traffic and sales.
- Video advertising: Uses video content to promote products or services on platforms like YouTube and social media.
Relevant interview questions
Here are some questions to ask potential performance marketing freelancers:
- Can you share examples of successful performance marketing campaigns you've managed?
- What is your process for developing and optimising a performance marketing strategy?
- Which KPIs do you consider most important for measuring success?
- How do you stay up-to-date with the latest trends and changes in the performance marketing landscape?
- Describe your experience with A/B testing and conversion rate optimisation.
Tips for shortlisting candidates
- Review portfolios carefully, paying attention to the results achieved.
- Look for quantifiable metrics and evidence of a data-driven approach.
- Check references and testimonials to gauge client satisfaction.
- During interviews, assess their communication skills and strategic thinking.
Potential red flags
Be wary of freelancers who make unrealistic promises or guarantee specific results. Lack of transparency regarding their methods or reporting should also raise concerns. Avoid candidates who lack experience with the specific platforms or channels relevant to your business.
Typical complementary skills
Performance marketing often works well alongside other skills, such as:
- Search engine optimisation (SEO)
- Content marketing
- Email marketing
- Conversion rate optimisation (CRO)
- Data analysis
Benefits of hiring a performance marketing freelancer
Hiring a skilled performance marketing freelancer can bring numerous benefits to your business:
- Increased ROI through targeted and measurable campaigns
- Improved lead generation and sales conversion rates
- Enhanced brand visibility and reach
- Data-driven insights to inform future marketing strategies
- Access to specialised expertise and up-to-date industry knowledge
By carefully considering these factors, you can find the perfect performance marketing freelancer to help you achieve your business objectives.
Example 1: A fashion e-commerce business hires a freelancer to manage their Google Ads campaigns, resulting in a significant increase in online sales and a lower cost per acquisition.
Example 2: A SaaS company engages a freelancer to run targeted social media advertising campaigns, leading to a substantial increase in trial sign-ups and customer acquisition.
Example 3: A local restaurant hires a freelancer to optimise their local SEO and Google My Business profile, resulting in increased foot traffic and online orders.
