Things to Consider When Hiring a Marketing Team
Marketing operation is quickly changing, with marketing teams holding a wide range of roles that directly contribute to revenue growth. Therefore, you need to look for marketing professionals with a diverse range of skills. These expert modern marketers then must contribute to your revenue growth plan.
Many companies may hire “full-stack” marketing professionals who are skilled in providing multiple roles in marketing and sales. The versatile skillsets of a full-stack marketer would consider them a highly sought after and valuable expert. The responsibilities of these experts cover a wide variety of areas of marketing. These may include some of the following;
- Defining marketing goals and strategies
- Developing email marketing strategies
- Developing content strategies
- Developing and managing social media
- Media buying: (better known as the process of purchasing advertising from a media company.)
- Paid marketing and PPC
- Analytics and metrics
- Personalization and optimization
If you are considering building your marketing team with full-stack marketers who can take over and deliver at multiple services, you should be aware of the limitations of some of these full-stack marketers. Some common limitation areas, to consider are as follows;
- Personal Limitations
Employees may not be able to deliver 100% productivity every day. This is a valid consideration regardless of how skilled and/or experienced they are in managing time. Consider the effects, multitasking has on productivity. While switching between two or more specific marketing tasks, efficiency may not be as optimal. Additionally, these effects on productivity may continue to tank as other roles are added. All in all, the poorly-planned multitasking of assignments can result in overall lower productivity and efficiency.
- Inadequate expertise
Full-stack marketers may be ready to fill multiple roles. Still, they may not possess high-level expertise in every task or role they provide. Consider how they may have specific specialized skills. These areas in which they have developed a high-level grasp of marketing concepts and deployment. Are these full-stack marketers able to deliver an equal level of efficiency and quality for every aspect of your marketing needs?
Although hiring full-stack marketers may be a sensible investment, developing an equal proportion of various skills across a wide range of areas of specializations can prove to be challenging. As growing a wide range of marketing skills takes a considerable amount of time to develop, full-stack marketers may fit the best in startups and smaller organizations. In a small business environment, employers can utilize the entrepreneurial and multitasking skill sets of full-stack marketers to boost growth, while maintaining a smaller team of marketers within a limited marketing budget.
- The people on your digital marketing team
While building your marketing dream team, consider your need for professionals of these following four major roles of specialization;
- The creatives
- The client-relationship manager
- The analyzer
- The strategist
There are no ground rules on the number of professionals you need on your team. However, it isn’t the number of people that should be your focus. Focus on building your marketing team so that your team’s strengths, efficiencies, and specializations align with your unique marketing strategies and requirements.
Who do you need on your marketing dream team?
If you are just getting started in building your marketing team, your initial goal should be to hire one person for every team. As you begin to expand and grow, it is important to then consider the fundamental role they will pay on your dream team.
- The Creative
Hire creative digital marketers to manage your brand’s messaging, which should be completely focused on user experience. They will work on all the digital assets, including your website’s images, online display ads, landing page design, email templates, social media creative, and other various creative content requirements. Besides visual and graphical creativity, you need creative professionals to create copy for websites, marketing collaterals, content for nurturing tracks, social media promotions, and other marketing verticals. Make sure your creative professionals will develop an understanding of your customer’s needs and expectations to help you build a broader customer base.
These professionals are useful for establishing brand awareness, affirming branding cohesion, generating new and innovative concepts, planning and executing creative campaigns.
Professionals in this area: copywriters, content creators, developers, editors, graphic designers, advertising executives and other similar roles.
Digital jobs: content marketer, email marketer, creative designer, online campaign manager, and social media marketer.
- Client relationship management
In the age of social media and customer engagement, relationship building and management has become a top priority. Client or customer relationship managers help build a vast network of prospects, customers, and industry influencers with market prominence. These relationship-building professionals work closely with customers and influencers to find and engage other customers and influencers in a segment. In addition to networking, relationship builders also serve as event planners and inbound marketing to form and leverage significant contacts. They can also take up managing social media channels with their community building and managing skills.
These professionals are useful for establishing customer relationships, managing your brand’s online reputation, enhancing your brand’s visibility, and outreach.
Professionals in this area: public relations, inbound marketing, influencers, network marketing, outreach or other similar roles.
Digital jobs: Social media marketer, inbound marketer, community manager, digital public relations executive, and network marketer.
- The Analyzer
Analytical digital marketing professionals are known for their excellent decision-making skills and analytical measurement capacity. Their primary responsibilities include understanding and analyzing data, then communicating key analysis findings with other teams within an organization. These teams may consist of; strategists, sales teams, sales development teams, customer service teams, and leadership teams. They play an instrumental role in helping your team’s strategy for managing the budget effectively. Analytical marketers communicate their findings with their presentation of data and analysis, facts, and statistics. They can help your strategist team by developing data-driven ideas on which leads will convert. They are directly responsible for identifying ideal customer profiles and segments.
These professionals are useful for setting actionable goals, monitoring and measuring performance, lead generation, performance tracking, and ROI calculation.
Professionals in this area: Business analyst, marketing manager, or similar roles.
Digital jobs: data analytics specialist, acquisition specialist, CRM analyst, PPC analyst, and email marketing analysts.
- The Strategist
Marketing strategists take up the role of planning strategies, assigning team members with different projects and tasks, managing resources, and budget as per the strategy provided by an analyst. That’s why they have excellent capabilities to take the role of project managers or leadership roles. Strategists possess a natural aptitude to guide teams in every project starting from the conception of plans through different stages through completion.
The strategists develop both measurable and creative marketing campaigns. They align and work closely with digital analysts to help manage budgets, set the right goals, and communicate with leadership teams and other stakeholders with their presentation skills.
These professionals are useful for planning strategies, directing teams to meet marketing goals, budgeting, managing resources, and projects, setting actionable goals, troubleshooting problems, campaign execution, and campaign management.
Professionals in this area: Marketing Director, Project Manager, Marketing Executive, or similar roles.
Digital jobs: Digital marketing strategists, marketing planner, digital marketing manager, and campaign managers.