Marketing is a lot different than it used to be. Where once the job was about putting a message before as many people as possible and hoping some of them went for it, the focus has narrowed tremendously. Modern marketing practices are less about casting the widest possible net, and more about identifying and developing the most specific and enticing lures possible.
You want content that finds the ideal audience and knows how to speak to them. Elite marketing teams can help make that happen. But how do you staff them? In this article, we take an in-depth look at what sort of people you need on your marketing team!
Consider this the team manager. They interact directly with the clients, getting a good idea of what their objectives are. Using this information, they are able to set the tone for the marketing campaign. Communication is a key element of their job, not just the ability to communicate with the consuming public, but also the ability to communicate with CEOs and team members.
You want someone who can represent everyone’s needs in a way that is clear, efficient, and friendly. The ideal candidate will know the ins and outs of marketing, but they will also have the ideal set of soft skills that allows them to work well with everyone involved in a project.
The operations specialist is the person who gauges the effectiveness of a campaign, mostly through their ability to interpret the relevant stats. They will know how to gauge key metrics relevant to the success of the campaign and make recommendations that can course correct where deficiencies are detected.
The stats may be derived from a wide variety of different locations, though modern operation specialists will have a particularly keen understanding of social media-based ad campaign performances.
Ideally, they will understand not just social media marketing as a concept, but also how key metrics apply to each unique social media platform.
Also on the digital marketing division of your marketing team, you need an SEO specialist. Search engine optimization helps tailor your online content so that it suits the key metrics algorithms look for when they are putting articles in front of viewers.
This can involve everything from the structure of an article to the words that are used within it. SEO is taught in digital marketing curriculums all across the country. The ideal candidate for this position will have an in-depth understanding of how search engines operate, but they will also have a willingness to continue learning. Algorithms change, daily. Most tweaks are small, but they can add up over the course of a year, which means SEO strategies need to be constantly evolving.
A Great Writer
The numbers and strategizing won’t do a lick of good without a skilled writer or two on the team. Be warned, however, that effective copy is about more than just having a way with words. Successful copywriters understand how to succinctly craft a marketing message that will either appeal to the widest possible number of people or will very specifically target a niche group.
It’s a very particular skill that not every writer can pull off. Find a few who can do it and your team will be in great shape.
A Visual Storyteller
Most marketing teams will also want someone who can tell a great story using images. Television ads aren’t what they used to be, but there are still lots of different ways people use visuals to get their information.
This includes everything from graphics and pictures, to videos, memes, GIFs, and cartoons. Ideally, you want a person or persons on your team who can be as versatile as possible when it comes to telling a visual story. Remember, knowing how to use a medium is only part of the battle. This team member also needs to know how to use these tools to strike the tone your clients are looking for.
Finally, you need someone who can work on the website end of the equation. Website developers will be able to provide online content for you and your clients. The ideal candidate will understand the ins and outs of code, both as it relates to creating a fine finished product, and optimizing a website for search engines.
The majority of marketing happens online these days, so your developer will stay plenty busy providing the content the rest of your team produces with a stable, healthy platform that will help the messages reach as many people as possible.