How to Build a Crack Digital Marketing Team
By Dominic Cooper on January 15, 2019 - Consultancy, Digital Marketing, News, Process
Once a business reaches a certain size, it becomes clear that the marketing function can no longer be supported alongside day-to-day operations. In addition, the digital marketing field has become so broad and specialised that extra skills usually need to be brought in to ensure positive results.
If you are in the position of needing to assemble a crack digital marketing team, here are the steps you need to take next:
Structuring your Dream Team
Even if you have to start with a dream team of two or three people, it is worth setting out an organisational structure to help you fill roles as you expand. This will also assist your current marketing people to separate out their roles and responsibilities.
While models may vary, one effective structure splits the marketing function into three areas:
At first, you will probably only have capacity to have one person in charge of each of these areas but ultimately you will have directors heading up content, acquisition and conversion teams.
The content team (or person) will be in charge of your blog posts, podcasts, videos, social media content and – where applicable – digital communities.
The acquisition team will focus on generating leads and driving front-end sales. Analytics will also feature in this area.
The conversion team concentrates on turning those leads and one-time customers into long-term customers.
An established marketing department will have carved out various specialist roles within these three areas.
For example, a content team may employ a:
- Blog editor
- Video editor
- Social media manager
- Digital communities manager
An acquisition team may include a:
- Traffic manager
- Analytics manager
- Ad designer
The conversion team could have an:
- Email marketing manager
- Optimisation manager
These roles can obviously become as granular as you like if the funds are available. For example, a social media manager could have separate Facebook and Twitter managers as direct reports.
Once you have created your organisational structure, it’s time to fill the roles you need.
Whether you hire yourself or bring in a recruitment agency, you should spend time crafting a good job description. This will maximise the chance of good hires (employee churn is horrendously expensive!)
An effective job description might include:
- General information (the role title, office location, salary, etc.)
- The purpose of the role
- Key responsibilities
- Personal characteristics
While the role purpose, responsibilities and KPIs will inform the candidate exactly what is required of them, the personal characteristics section will help ensure cultural fit.
To minimise churn, aim slightly above the average salary for the role while ensuring the candidate will be comfortable within your company culture.
On-boarding and Team Management
Having invested in getting the right people in for the role, it is important that new employees are given adequate training. It is a good idea to give them at least a week’s worth of training before they take on the role – preferably more.
Training could include specific classes and certifications but should also cover your core mission and values.
How Vu can Fill the Gaps
Now you have read through the above, you may feel that the task of creating a marketing team is overwhelming. The good news is that Vu Online have created ‘The Tribe,’ a network designed to help fill the digital marketing gap while getting to the heart of a brand’s story.
Whether you need to outsource your entire marketing function or simply access some additional services, training or support, visit the Vu Tribe page.