Whether you’re a one-man operation, or you’re in a position to hire a team, marketing is one of the most important aspects of running a successful online business.
If you’re more of a technical person than a marketer, this can get a bit confusing.
You, or your staff, could end up feeling overworked, and digital marketing could take a backseat to other aspects of business development.
But when it comes to digital marketing, what do you actually need? What roles and tasks are vital for your success, and which can be put on a back burner?
In a recent article from Digital Marketer, the authors discuss three key roles that every marketing team needs: content creation, lead and sales acquisitions, and monetization.
Whether you’re hiring people, or you’re taking a DIY approach, these three key roles need to be filled by someone if you want your business to succeed.
Understand the Structure of the Modern Marketing Team
These are the three roles that must be present in every modern marketing team (even if you’re a team of one):
- Content Team – Responsible for building content (blog posts, podcasts, videos, etc.)
- Acquisition Team – Responsible for generating new leads and front-end sales.
- Monetization Team – Responsible for transforming leads and front-end sales into customers.
If your marketing team is non-existent, the first milestone is to hire a single individual responsible for each of these three core responsibilities.
At DigitalMarketer, we have 12 employees (and growing) on the marketing team:
- Editorial Director – responsible for directing the content and social media strategy from the top of the funnel (Awareness) to the bottom of the funnel (Conversion). (NOTE: Learn more about Content Marketing here.)
- Blog Editor – (may also be called the Managing Editor) responsible for the ideation, scheduling, and coordination of content on the blog.
- Video Editor – responsible for managing the video presence including all top-of-funnel video content.
- Social Media Manager – responsible for managing the brand’s social presence on appropriate social channels such as Facebook, Twitter, and LinkedIn.
- Community Manager – responsible for the management of private communities. (May not be applicable to your business.)
- Director of Acquisition – responsible for directing lead generation and initial customer acquisition strategy and campaigns. (NOTE: Learn more about Acquisition, Activation, and Monetization here.)
- Traffic Manager – responsible for the execution of organic and paid traffic strategy and campaigns.
- Analytics Manager – responsible for tracking key marketing analytics and key performance indicators (KPI’s) for intercompany departments, then compiling and communicating this data to appropriate members and departments.
- Graphic Designer – responsible for the creation of advertising graphics for paid media, social media, and original images for the blog.
- Director of Monetization – responsible for maximizing the revenue generated from all assets, including but not limited to customer lists and all web and media properties.
- Email Marketing Manager – responsible for executing email marketing strategy and campaigns.
- Optimization Manager – responsible for proactive and reactionary strategic testing to increase conversion rates.
In the beginning, you’ll have a single person in charge of editorial or acquisition or monetization. As your business evolves, you might find a need for more granular roles such as separate Traffic Managers for Facebook and Google traffic.
As you can see from the information about Digital Marketer’s own team, the three key roles — content, acquisition, and monetization — can be further subdivided into other roles for additional personnel. When your company experiences enough growth, you may find yourself thinking about hiring employees or contractors for more specialized roles, like social media management or graphic design.
But early on, you’ll probably be wearing all of these hats yourself. And this can be a great thing, because it’s an opportunity to learn more about things that may be outside your usual area of expertise.
You can learn more about putting together an amazing marketing team from our friends over at Digital Marketer.