The rules of engagement for digital marketing are constantly evolving. These changes may mean relying on your 13-year-old nephew to explain how to fix your privacy settings on Facebook, but you may want to be a little more discerning (and a bit less snarky than a teenager) when it comes to the marketing team structure for your company. A high-performing cross-functional team can transform your ability to connect with customers and grow your business. Here are 10 essential roles necessary to fill your organization’s marketing group.
Paid Search Specialist
Search advertising and content promotion is a full-time job. A marketer focused on paid search can consistently monitor and optimize campaigns on things like ad copy, keywords, landing pages, and bid adjustments to maximize performance and ROI. He or she will typically use tools like AdWords, web analytics, and sometimes a digital advertising platform like DoubleClick or Marin. Many companies used to outsource this function, but more are beginning to bring this capability in-house. Be sure your candidate is analytical and financially savvy so they can make data-driven decisions on campaigns and deliver positive returns on your advertising dollars.
Hiring an SEO Specialist is one of the best steps you can take to improve your company’s search rankings. A dedicated SEO employee will be a master in optimizing search results to ensure your site is at the top. SEO Specialists measure their success by continually analyzing metrics like organic traffic, organic conversions, keyword rankings, and backlinks using tools like web analytics, keyword research, and link building. This specialist will work on content and keyword optimization, both of which require frequent updating.
A Digital Analyst is the person in charge of analyzing the effectiveness of marketing campaigns and making recommendations to the marketing team to help optimize them. Look for a “quant” person experienced in analyzing raw data and deriving actionable insights. He or she will help set campaign KPIs and metrics, track performance against these goals, and determine campaign return on investment. The analyst also develops reports and dashboards that can be used to make decisions about campaigns that are “in flight” as well as future campaigns. A Digital Analyst is an invaluable team member to help companies make the most of their marketing dollars.
If you do not have content, you do not have an online presence. Hire a Content Marketer to create high-quality content for websites, emails, e-books, and white papers. Generic or low-quality content will be detrimental to Google rankings, so if you invest in only one position, it should be this one. Content Marketers have a strong background in writing and storytelling combined with SEO and keyword optimization experience, which results in websites that are both engaging and rank highly on search engines. Strong content also encourages visitors to return to your site. Many companies choose to outsource this function, but it is beneficial to have a dedicated employee on staff to ensure control of the content and alignment with your brand and your marketing goals. If you decide to outsource this capability, be sure you find a reputable company with writers who are native English-speakers.
Social Media Manager
If your team does not yet have a Social Media Manager, stop reading this and start recruiting. A Social Media Manager ensures your brand has a presence on the relevant social platforms to reach your target audience and leverages social media through organic campaigns and/or paid advertising to achieve your marketing goals. Social media is also crucial to managing your brand reputation and even delivering customer service. Think about all the viral posts calling out companies with their own hashtags. Social Media Managers can perform quick damage control as soon as a complaint is posted. He or she can also recycle site content, build relationships with current and potential customers, and deliver insights back to the business through social listening.
Digital Marketing Manager
The Digital Marketing Manager’s role focuses on developing digital marketing strategies, managing resources, and leading the execution of digital marketing campaigns. Digital Marketing Managers should be well versed in a variety of digital channels and tactics, such as paid and organic search, content marketing, paid and organic social, email, and retargeting. This role is also responsible for establishing and monitoring KPIs to measure campaign performance, running A/B tests, ROI analysis, and piloting new strategies and channels. Note that some managers are more hands-on and experienced in campaign implementation while others are stronger in campaign strategy and planning. A Digital Marketing Manager must possess strong leadership skills, technical aptitude, and experience with marketing technologies such as CRM, CMS, marketing automation platforms, and web analytics tools.
A Creative Director is worth his or her weight in gold. This individual is the creative type, yet has excellent leadership skills to match. He or she ensures the product has cohesion, and that each piece of the puzzle comes together smoothly into one masterpiece. Other creatives will look to the Creative Director for guidance on style or design elements. The Creative Director often works side-by-side with the project manager to establish budgets and timelines for completion.
Increasingly, the hybrid skill set of the UI Designer and the UX Designer overlap. UI design focuses on functionality and how the user interacts with the site. They understand human behavior, scanning patterns, gestures, and how to attract and retain users. The UI Designer uses this information to create designs to optimize the user experience and improve conversion rates. The UX Designer is concerned about the overall usability and creating the structure of the site. They are hands-on with the process of research and testing, prototyping, and development. The UX/UI Designer ensures the consumer’s experience is flawless.
Hiring a User Researcher is a necessity in 2018. The role of the researcher is to leverage user data to create a positive experience that yields returns. They focus on understanding human behaviors through observation, focus groups, task analysis, surveys, and other feedback mechanisms to ensure your site is optimized. Establishing this role in your dream team will also guarantee there is a budget specifically designed to enhance your digital product. UX is more important than ever, and maximizing conversion rates will positively influence your company’s bottom line.
Every marketing and creative team needs at least one employee dedicated to cross-functional collaboration. A Project Manager is the best way to guarantee that all the moving pieces come together in a strategic and effective manner. Project Managers are responsible for tracking the status of every project and function, remedying any issues that may arise throughout the project lifecycle, and ensuring that projects deliver value to the business and are completed on time. The Project Manager should not have his or her fingers in every pie, but rather oversee the slicing and distribution of the pie.
Your Dream Team In Action: The Life Cycle Of An E-Book
Successful e-books and whitepapers are a collaborative effort involving all the members of your team. Here is how a modern piece of content is created:
- E-Book Request: The process typically begins with an e-book request sent to the Marketing Manager.
- Project Kickoff: The Creative Director and Content Marketer prepare a project brief.
- Timeline: The Project Manager is made aware of the project and creates a timeline with deliverables to ensure the project unfolds in a timely manner.
- Copy Creation: Once the topic of the e-book has been decided, the content marketer works to create the copy. A rough draft of the copy will be sent to the Marketing Manager, as well as the SEO Specialist, who will optimize the content for the web.
- Design: Revised copy will be sent to a Visual Designer for formatting and design, and then the copy will go to the UX Specialist. These last two participants work together to ensure the copy is strategically designed and user-friendly.
- Distribution: The content is posted online as part of the marketing plan designed by the Marketing Manager. The Social Media Manager and Paid Search specialist will work to promote the e-book and share it on appropriate platforms.
- Analytics: The Digital Analyst will follow up with analytics to determine the performance of your e-book. You can thank your amazing marketing team as you watch your site’s traffic increase and conversion rates skyrocket.
Need Help Finding Talent? We Can Help:
Whether you need a full-time UX Specialist, Digital Marketing Manager, Digital Analyst, Social Media Manager, or Content Marketer, or any of the roles needed to round out your dream team, Vitamin T has the vetted experts you need to thrive in the ever-changing world of modern marketing.
Sources: vitamintalent.com, mediabistro.com, outbrain.com, targetmarketingmag.com, huffingtonpost.com