Why should you have a well-structured marketing team?
91% of marketers in the United States affirmed in a 2020 HubSpot survey that their strategies have directly and positively influenced their companies' revenue. They also said that before implementing automated marketing strategies, companies could not measure, track, and retain the leads they obtained.
So, there are undoubtedly multiple reasons to have a reliable marketing team that can do all that, plus contribute to organization-wide growth and market expansion.
The first thing to know is that a good marketing team is one in which all members work together to create a coherent and innovative brand image and story. It is not always easy to achieve this, but when done, improvements in sales, customer service, and brand positioning are evident.
How to structure your marketing team?
There are various aspects to consider when building a structured marketing team, like the industry, the size of the company, and the services, among others. In fact, not every role you hire on your team must be a full-time or direct hire.
Nowadays, it is common to hire companies like Lean Solutions Group to outsource various positions to enhance your teams, from junior to senior levels.
The most effective structures for marketing teams are, in general, those that are made up of people with different sets of talents and skills. Contrary to what some believe, not all marketing professionals are simply "creative people." Many are in more technical fields, such as measurement, data analysis, strategy, SEO optimization, demographic-based campaign definition, etc.
What are those roles that every marketing team should have?
Here you have the starting point for your team. This person oversees the development of effective plans and strategies to meet your company's objectives. The marketing manager is also responsible for developing innovative solutions to branding problems and giving other members guidance on what is expected in each role.
This person must have technical and soft skills to propose an overall creative and communicative vision, but also to handle the measurement and automation tools of the campaigns.
The copywriter is responsible for content creation. This collaborator must be a master storyteller to make consumers fall in love with the story behind the brand. They are in charge of building a narrative that influences customers' decisions and encourages them to buy your company’s services or products.
Typically, copywriters write blogs and social media posts, but many are beginning to incorporate other functions such as writing video scripts, podcasts, surveys, or social media contest copies.
This person works closely with the copywriter since his/her responsibility is to define the agenda of the publications in networks. Additionally, they must define which channels the information will be distributed and which formats are the most appropriate for each piece of content.
In many cases, the marketing coordinator is also responsible for presenting and tracking the impact that the content has on users.
A well-designed website is essential for most companies today. To obtain that, you need someone who can build them, fix bugs, and create landing pages. The page must be agile, intuitive for users, visually appealing, and coherent with your brand strategy.
One of the most crucial roles in the marketing department is graphic designers. The designer, like the copywriter, is in charge of communicating your brand story visually. And creating unique pieces that will catch the users’ attention and generate a long-lasting impression.
Nowadays, companies use film, professional photos, and sound on a much broader scale. You will certainly need a person, or even a few, with vast knowledge of content production in the structure of your team to stay ahead of the trends and creatin content that aligns with what users are expecting. Especially if you plan to start a podcast, a YouTube channel, or a series of webinars.
It has been said that SEO is no longer relevant. In fact, how you position your website has changed, but it doesn't change the fact that you gain more recognition by investing in search engine optimization! Every company needs SEO specialists, not only because they know the technical aspects of the job, but also because they understand what users want. Their expertise lies in optimizing your website for organic search results and achieving optimal ranking positions.
Why should you have a marketing department?
1. Your marketing team will help you achieve your business goals
- A structured marketing team will have the right tools and expertise to give you a complete analysis of competitors, possible alliances, and markets; this includes markets that your sales team alone is not capable of reaching or even knowing.
2. Make data-driven decisions to boost revenue
- A structured marketing team is obsessed with accurate data, measurement, and improvement; it will help you to move from intuitive paper-based decisions to data-driven strategies and automatized solutions.
- A structured marketing team will help you stay on budget (or at least advise on the appropriate places to put your money) while boosting operations, revenue, and customer satisfaction
3. Increase brand awareness
- A structured marketing team will create credible and appealing storytelling around your services or products; this will create better brand recognition and, with it, an increase in your customer acquisitions.
Tips to consider when structuring your team
- Everyone's role is significant, and each person influences the success or failure of the team
- You must set clear and achievable goals, so your team stays motivated and does not become frustrated
- Encourage your marketing team to work with other areas of the company and stay in touch with the developments the technical departments make; that will help them to build a better narrative and campaigns
- Offer them adequate salaries, time to propose novel things, and incentives
It looks like a lot of work, and it is, but we can help!
As a nearshoring agency, Lean Marketing frees up your time and resources by diving into the tangled mess of marketing for you. This means you won't have to worry about the ins and outs of building a marketing team.
By letting us dive deep into understanding your business, we can help you lower costs, eliminate barriers, and raise effectiveness to grow your business and boost your engines.
At Lean Marketing, you have full access to a pool of in-house US and Colombia-based talented professionals to give you the fresh creative eye, energizing strategies, and quality you need for your marketing teams. And the coolest part is that we do all that without tying you to complex contracts or unfair deals.
Kathy Monroy is an experienced Communications Specialist and Journalist. Driven to go above and beyond, Kathy produces high-quality content specializing in transportation and logistics, marketing, sales, and technology. Her goals include becoming an expert and an authority in her line of work, always providing her audience with the most relevant and useful information.