How to Be Marketing Generalist - Job Description, Skills, and Interview Questions

Jan 15, 2021 / 6 Minutes Read / By Albert

How to Become

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The exponential growth of digital technology has had a profound effect on the marketing landscape. The emergence of new channels such as social media, search engine optimization and online advertising have drastically changed the way companies communicate with their customers, creating the need for a more specialized approach to marketing. As a result, the need for marketing generalists has increased significantly.

These professionals are responsible for creating and executing comprehensive strategies that span multiple channels, delivering consistent and compelling messages to target audiences. They possess a broad range of skills, including knowledge of analytics, project management, content creation and marketing automation and are capable of leveraging technology to create innovative campaigns that drive business growth.

Steps How to Become

Obtain a bachelors degree in marketing or a related field. Many employers require marketing generalists to have a Bachelors degree in marketing, business, communications, or a related field.
Gain experience in marketing. Many employers prefer to hire marketing generalists with prior experience in marketing, either through internships or work experience. Internships are an excellent way to gain work experience in the field of marketing and can be obtained through marketing companies, advertising firms, and other organizations that specialize in marketing.
Become certified by a professional organization. Obtaining certification from a professional organization such as the American Marketing Association (AMA) or the Direct Marketing Association (DMA) can help demonstrate your knowledge of marketing principles and help you stand out among other applicants.
Develop strong analytical skills. Marketing generalists should have strong analytical skills so they can interpret data and make informed decisions. Courses in data analysis and statistics can help you develop these skills.
Develop strong communication skills. Marketing generalists should be able to communicate effectively with customers and other stakeholders. Courses in public speaking, writing, and communication can help you hone these skills.
Become knowledgeable about digital marketing and social media trends. Digital marketing and social media are important components of modern-day marketing, so its important for marketing generalists to stay up-to-date on the latest trends and technologies.
Develop an understanding of business principles. Marketing generalists should also have an understanding of business principles such as economics, finance, accounting, and management. Taking courses in these areas can help you gain a better understanding of how businesses operate and make decisions.

As technology continues to rapidly evolve, it is increasingly important for marketing generalists to stay updated and efficient. Keeping up with the latest digital marketing trends, such as the use of social media, is essential in order to stay ahead of the competition. utilizing the right tools and resources can help streamline processes, reduce costs, and enhance productivity.

investing in the appropriate training and education can help marketers develop their skills and knowledge, enabling them to be more effective in their roles. by staying up-to-date on the latest industry innovations, tools, and techniques, marketing generalists are better equipped to create successful strategies for their organizations.

You may want to check Social Media Generalist, IT Generalist, and Supply Chain Generalist for alternative.

Job Description

Develop and implement marketing plans and strategies to achieve organizational objectives.
Plan and coordinate advertising campaigns, including print, online, radio, and television.
Create, manage, and monitor digital marketing campaigns, including email, search engine optimization (SEO), and social media.
Monitor competitor activity and industry trends.
Monitor and analyze customer feedback and market research data.
Develop and manage promotional materials, such as brochures, flyers, catalogs, and other collateral.
Manage budgets and track expenses related to marketing campaigns.
Assist in the development of public relations initiatives.
Develop relationships with media outlets to secure coverage of company events and activities.
Coordinate events such as trade shows, conferences, and other promotional activities.

Skills and Competencies to Have

Knowledge of digital marketing strategies and tactics
Ability to create, manage and execute digital marketing campaigns
Proficiency in web analytics and tracking technologies (Google Analytics, Adobe Analytics, etc. )
Experience in search engine marketing and optimization
Understanding of social media platforms and best practices
Excellent written and verbal communication skills
Strong project management capabilities
Ability to develop creative concepts for campaigns
Knowledge of optimization techniques for lead generation activities
Proven experience in producing high-quality content
Familiarity with marketing automation tools
Familiarity with HTML and CSS coding is a plus

The ability to communicate effectively is an essential skill that all marketing generalists must possess. Good communication skills enable marketing generalists to effectively convey information to their target audiences and to understand the needs of their customers. This is critical in order to create effective marketing campaigns, as well as to build relationships with stakeholders, such as clients and vendors.

Furthermore, marketing generalists must be able to manage their time efficiently in order to carry out multiple tasks and to meet tight deadlines. they must have strong analytical skills in order to measure the success of their campaigns and to identify areas of improvement. Finally, marketing generalists need to be creative and innovative in order to come up with unique and memorable campaigns that will capture the attention of potential customers.

These are all key skills that any successful marketing generalist must possess in order to be successful in their role.

Leadership Development Generalist, Quality Assurance Generalist, and Administrative Generalist are related jobs you may like.

Frequent Interview Questions

What experience do you have in marketing?
Describe a successful marketing campaign you have been involved in.
How do you stay informed about emerging trends in the marketing industry?
What strategies do you use to generate leads?
How do you measure the success of a marketing campaign?
What challenges have you faced while working in marketing?
How would you develop a content strategy for a new product launch?
What skills and experience do you have that make you a good fit for this role?
How do you use social media to drive brand awareness?
How do you handle customer feedback and handle customer complaints?

Common Tools in Industry

Google Analytics. A web analytics service that allows you to track and report website traffic (eg: Track clicks and page views on your website).
Hootsuite. A social media management platform used to manage, monitor and measure social media activity (eg: Schedule posts across multiple networks simultaneously).
Ahrefs. A powerful tool to monitor, analyze and improve your SEO performance (eg: Monitor backlinks and keyword rankings).
Adobe Creative Cloud. A suite of products and services used to create, publish and manage digital content (eg: Design logos, create videos and edit photos).
MailChimp. An email marketing platform used to manage email campaigns and create email lists (eg: Design email newsletters and track email stats).
AdWords. A pay-per-click advertising platform used to promote businesses online (eg: Target keywords and create ads on Google search engine).
SEOmoz. A suite of SEO tools used to maximize visibility in search engines (eg: Monitor keyword rankings and analyze competitor SEO tactics).
SurveyMonkey. An online survey platform used to create surveys, collect responses and analyze results (eg: Design surveys to understand customer needs).

Professional Organizations to Know

American Marketing Association (AMA)
Direct Marketing Association (DMA)
Public Relations Society of America (PRSA)
American Advertising Federation (AAF)
International Association of Business Communicators (IABC)
National Association of Professional Women (NAPW)
Association of National Advertisers (ANA)
American Association of Advertising Agencies (AAAA)
National Retail Federation (NRF)
Web Analytics Association (WAA)

We also have Legal Generalist, Creative Services Generalist, and Tax Accounting Generalist jobs reports.

Common Important Terms

Advertising. A form of marketing that involves paying for space or time in order to promote a product, service, or message.
Branding. A way to distinguish a company or product from its competitors. It involves creating a unique identity that sets it apart in the marketplace.
Campaigns. A strategic marketing plan that includes specific goals, strategies, tactics, and timelines to achieve a desired outcome.
Copywriting. Writing promotional material that is designed to persuade readers to take action.
Digital Marketing. The use of digital channels such as websites, search engine optimization, and social media to reach and engage consumers.
Media Planning. The process of determining which media outlets are best suited for a particular marketing campaign.
Public Relations. The practice of managing the public image of a company or product through press releases, media interviews, and other forms of communication.
SEO. Search engine optimization, which is the process of optimizing websites for search engines to make them more visible in organic search results.
Social Media. Platforms such as Facebook, Twitter, and Instagram used to engage with customers and prospects.

Frequently Asked Questions

Q1: What is a Marketing Generalist? A1: A Marketing Generalist is a professional who develops and implements marketing strategies and campaigns across multiple channels to promote products or services. They are responsible for researching, analyzing, and optimizing marketing efforts to maximize return on investment (ROI). Q2: What skills are required for a Marketing Generalist? A2: Marketing Generalists should have strong analytical, communication, and organizational skills. They should also be proficient in digital marketing, content creation, copywriting, and social media marketing. Q3: What type of activities does a Marketing Generalist perform? A3: Marketing Generalists may perform a variety of activities, including developing marketing plans, creating campaigns, conducting market research, and tracking KPIs. They may also be responsible for creating and executing advertising and promotional activities, as well as managing budgets and resources. Q4: What are the most important metrics for a Marketing Generalist? A4: The most important metrics for a Marketing Generalist include ROI, impressions, website visits/traffic, lead generation, and conversions. Q5: What kind of qualifications are needed to become a Marketing Generalist? A5: To become a Marketing Generalist, one typically needs at least a bachelor's degree in business, marketing, or a related field. Professional experience in the field is also beneficial, as well as certifications such as Google Ads Certification or HubSpot Inbound Certification.

Web Resources

General Marketing | Department of Marketing & Supply Chain marketing.appstate.edu
Marketing | Carlson School of Management carlsonschool.umn.edu
What is a Marketing Degree? www.wgu.edu