After learning about what you need to know of digital marketing, comes the next step, assembling the team.
When you first started maybe you manage to do a lot of things at once. Or even manage to do a lot of responsibilities alone.
But over time as your company grows, you will need another person to delegate tasks and do their expertise. To do this, you need to establish teams consist of specialists.
But before that let’s learn what the team will do.
What Does A Digital Marketing Team Do
A digital marketing team has several roles. One person can do several roles as well, based on Tom de Baere they have to at least cover these issues:
Insights & Analytics.
Your team members have to be able to provide market, customer, product and channel insights across marketing and sales to drive analytically based decision making.
Customer Experience & Marketing Innovation.
Your team members have to be able to identify customer segments and make strategies for customer experience. Later they are hoped to be able to create innovation for customer-focused marketing.
Marketing Strategy & Planning
Your team members have to be able to set marketing strategy, plan, campaign, and budgets.
Marketing Operations
Your team members have to be able to execute the operation and provide cross-functional program management using marketing tools. They also have to report their process.
Marketing Technology.
Your team members have to be able to increase the technical complexity of digital marketing.
How To Create a Digital Marketing Team
Before building the team, there are things you should know:
The objectives.
What things you would like to achieve. It has to be in line with the company/business objectives. It should be Strategic, Measurable, Achievable, Realistic, Timebound.
The channels.
What channels you are going to use. This should be defined from the start to save your time and resources.
If you are new in the business and want to create a small but effective team, you will need:
The marketing strategist.
Good marketing starts with a solid plan and understanding. Your strategist will have to understand your buyer persona and your brand identity. Your strategist is responsible for digital promotion efforts. For a starter, they can create a content calendar and then mapping the customer journey. After that, they can ensure all marketing activities goes along the line with broader business goals by establishing key success metrics.
The social media manager.
Working along with the marketing strategist, the manager is responsible to put the plan into action. They should have the ability to engage and communicate not only to customers but also to stakeholders.
A social media manager has to be able to build brand awareness through planning creative campaigns.
The content creator.
Without good content, all of the work you plan to do can go to waste. Remember the saying content is the king? Well, it might be true in a digital marketing world where every section looks like a warzone! It’s your major priority, so make sure your content creator, not only have the ability to create content but know how to make a quality one. They have to be able to grab someone’s attention in just seconds.
Whether is a content writer or graphic designer, they have to be able to create content for blogs, websites, emails and white sheet. It’s a plus side if you can hire a content writer with SEO knowledge. A graphic designer is also important to give your company the visuals that can help the audience to remember the message.
This role is essential for building brand identity and awareness, deliver creative campaigns and make innovative concepts.
The data analyst
After all the work that the team has done. What is the next step? It’s the review time, the assessment time. To see if all your resources and hard work paid off, you need a data analyst to look over your analytics data. That’s why the first thing your analyst should do is find out what goals of the marketing efforts. They have to see if the goals are realistic enough or not? Then they responsible to measure and monitor the progress to track your return on investment (ROI). A data analyst will create the result with metrics to find out which campaign works and which doesn’t.
The technical specialist
Last but not least, your specialist. Your technical specialist should have technical skills at least in HTML and CSS. They will be responsible to create templates and build out the campaigns.
Here are more roles that you should have :
SEO Specialist
It doesn’t matter how good your content is if it can’t be found in search online. Your SEO specialist should be able to get your content on the first search result page, it matters to your digital success. They should have the skills and ability to use SEO tools like Google Analytics, Search Console or SEMrush. They are responsible for optimized content for search, update the headlines, correcting the image alt text and metadata, or in other words, anything for optimum rankings.
Web Developer
Website is one way to have a digital presence, so you should have a developer that could create a website. They should have the ability to work with one or more frameworks. They have to understand the use of HTML, CSS, jQuery, PHP.
Web Designer
Your web designer should be able to make your website as visually as good as ever. They have to create a landing page which will deliver your company brand and connect with the target audience. They should be able to have UI/UX knowledge, HTML, CSS, Javascript, and jQuery.
Editor
The editor also plays a role as quality assurance in content creation. They have to be able to proofread the content created by the writer. They have to deliver quality content to the audience.
Digital PR Executive
This executive should be able to build a relationship along with customers and the industry as well. They are responsible to increase your brand visibility and protect your brand’s public reputation.
Digital Marketing Manager
As a digital marketing manager, you have to be great at planning and organising. You have to plan and directing strategies. You have to make a budget and make sure to lead your team very well to make sure every goal is accomplished
Using project management tools also works very well to measure your teamwork. This will increase their productivity and document your project as well.
Those are the roles of a digital marketing team and their responsibilities. Hiring the right team is crucial because they can make a big difference in promoting your brand. However, it can be different for everyone. Because how you structure also depends on your company’s needs.
Just like Henry Hoe, successful 7 figures eCommerce business owner said, building the ultimate digital marketing team is about utilising the best in everyone’s potential and making them work together.
So, make sure to not only hire a skilled team member but also place them in the right roles and team as well. Coach and nurture them to help them reach their full potential. After all, optimized skills lead to optimum results and it might increase your chance at winning in this digital era.
Hiring a Virtual Team
With the ease of connections today, the ability to work with people over the internet is now possible. Large multinational corporations have teams with individual members located in different geographical location while small businesses are hiring team members from places that are not even close to where their business operates.
With websites like Upwork.com, you can now hire virtual assistants especially from areas such as Philippines, Indonesia, India or Pakistan. They cost much less but these talents are able to produce quality work almost as good as hiring local talents. However, you will need to learn how to hire the right talents and virtual assistants for your business.
