By definition, digital marketing occurs when a marketing campaign appears on a computer, phone, tablet, or another device. A video advertisement, display ad, search engine marketing, social media ads, and paid social posts can all be used as forms of online marketing.
Many people compare digital marketing to traditional marketing methods such as magazine ads, billboards, and direct mail. Oddly, television is often included in this category. But essentially, digital marketing is done through various marketing channels, including email, social media, web-based advertising, and text messaging.
However, when starting your first digital marketing campaign, you need to be aware of two things – 1. Your ultimate goal 2. Who you need to achieve this goal.
This blog focuses on helping you understand how to build your ultimate digital marketing team to reach your goals.
How to Build a Digital Marketing Team
Building a team of growth-oriented marketers can be done in several ways. The majority of best-in-class B2B companies employ six must-have positions. Small businesses or startups should prioritize these six roles to build their teams.
Here are some ways to build a digital marketing team, including functions, responsibilities, and hiring.
Let’s start with tips for building a digital marketing team.
- Creating a team-building strategy is essential before hiring anyone. You should, for example, be familiar with your organization’s hierarchy. Find out how your acquisition department and content department work together. Think about the overlapping roles within these departments.
- The next step is to draft job descriptions and begin recruiting for the marketing department teams after you clearly understand who they are. Employers can post jobs on career websites or job boards like Indeed. When your applicants begin applying, you can start interviewing and vetting them.
- Don’t hesitate to ask marketing friends for referrals, as it’s essential for your new hires to mesh well with your team.
- When vetting candidates, you should also check LinkedIn connections to find out if there is any mutual connection. Critical skills for this role include leadership abilities and compatibility with your company’s culture. Moreover, make sure you hire experts.
- Choose a team that is highly experienced and knows what it is doing. Even after you hire your team, the work of creating a great team isn’t over. For example, you should provide your employees with training on team culture during their onboarding process.
- To build a great team, you must document your goals, identify gaps, and iterate your processes.
Now that we’ve established the initial steps let’s move on to understanding the digital marketing team structure.
Let’s break down the structure one by one by the role.
1. Marketing director
The marketing director is essentially an expert who oversees the company’s marketing activities and takes responsibility for the results of these activities. This is the person through who all the marketing strategies go and whose primary goal is to strengthen the company’s position in the market and achieve business goals.
2. Digital marketing manager
The digital marketing manager works with their team to develop and execute the main marketing strategies for a business. They are also responsible for an entire team of people who execute and build on the strategy discussed as part of the campaign.
They also decide on the various content distribution channels that make the most sense for the company and the campaign—social media networks, Google Ads, website content, and email marketing.
3. SEO specialist
The SEO specialist will work on strategies and techniques to ensure that the company website gets the maximum number of visitors. They are also responsible for keyword research and identifying ways to ensure that the business’s website ranks at the top of a search engine results page.
4. Content specialist
A content specialist creates content for various channels as determined by the marketing manager. As a result, their role involves research, analyzing content and consumer trends, developing content strategies, and finally creating content using this information.
The content specialist works closely with design and marketing teams to ensure that the content is engaging and consistent across all media platforms.
5. Social media specialist
The social media specialist looks at the social media trends in the market and then determines the various social media channels that will be most beneficial for the business. They then create and publish the content accordingly so that their engagement and following grow and get a good RoI. They also analyze the results of their social media activities and change things accordingly.
6. Paid media specialist
Every marketing campaign needs some paid media. A paid media specialist helps in designing and implementing campaigns on paid channels. Through this, they can help increase awareness and achieve goals for the business.
They need to focus on KPIs the company and marketing director set up for the marketing team and achieve the required results.
7. Digital marketing analyst
The final person on a digital marketing team is the analyst whose primary responsibility is to analyze the digital performance of every department in the marketing team – social media, SEO, content, and paid media. They report the same to the marketing team and suggest adjustments accordingly.
Now that you know the kind of people you need on your team, you must choose the designations you want according to your ultimate marketing goal. For instance, if you are not looking to be on social media, you need not hire someone in that department, and so on. Similarly, you can also find people who handle two or more roles. For instance, a content specialist can also be a social media specialist and vice versa.
In the End
Building a better digital marketing agency team with like-minded people onboard is necessary for the success of a company’s marketing activities.
As we mentioned, you need to decide who you need on your team once you know what you want to achieve.
Understand your customer and what they care about.
Spend 20% of your time on things that deliver 80% of the results.
Offer solutions and share value.
Compile a list of your marketing projects and review them.
Check your procedures regularly.
If you have a mix of creative and analytical skills, digital marketing is right up your alley. It is helpful if you are good with numbers and statistics.
Social media marketing (SMM) uses social media networks for marketing a company’s products and services and engaging with customers.
Influencer marketing involves top content creators improving brand awareness, increasing traffic, and driving messages to brands’ target audiences. Collaborating with influencers is a key digital marketing strategy.