You are currently viewing Building a Marketing Team for Small Business

Building a Marketing Team for Small Business

Are you ready to take your small business to the next level with a dedicated marketing team? Building this team can be a complex process, but don’t worry! You’re about to get a breakdown of 20 key steps towards accomplishing this task. Each step is designed to guide you through the maze of understanding, planning and starting your marketing team journey. So, fasten your seatbelts and let’s dig into the first ten.

1. Set Clearly Defined Marketing Goals

You wouldn’t set off on a road trip without knowing where you’re going, right? The same principle applies when building your marketing team for your business. The direction in which your marketing efforts should go are determined by your marketing goals. This will further influence who you hire, their roles and responsibilities, and how your team ultimately functions. Whether you’re targeting improved brand awareness, higher search engine rankings, or increased social media presence, it’s essential that these goals are specific, measurable, achievable, relevant and time-bound (SMART).

2. Identify Essential Team Roles

The diversity in today’s digital marketing strategies demands a wide range of skills. A comprehensive marketing team includes roles like Content Creators (to handle blogs, landing page copywriting), SEO specialists (for Search engine optimization), Social Media Managers (to handle platforms like LinkedIn or Instagram), Analytics experts (to interpret data for strategic planning), and Graphic Designers for visually appealing content. Match roles to your marketing goals and see your vision crystalize further.

3. Decide on In-House or Outsourcing

Decide on In-House or Outsourcing

If you’ve ever asked yourself whether to hire in-house professionals or outsource the work to a marketing agency or consultant, know that you are not alone. Both options have their merits and demerits, and your choice should be guided by factors such as cost, control, expertise and flexibility. Here’s an in-depth look into these options to help you decide.

4. Hire for Varied Skillsets

A balanced marketing team is one with a variety of skill sets. Why? So you can execute a multifaceted strategy that includes elements of content creation, SEO, social media marketing, data analysis, user experience design and more. Plus, different perspectives can lead to more creative ideas and better problem-solving techniques.

5. Establish Responsibility Areas

Apart from identifying the various roles needed in your team, it’s crucial to define each team member’s responsibilities clearly. Clear job descriptions not only establish each person’s sphere of influence but also promote accountability. Responsibility areas could range from managing your business’ social media channels to analysing the analytics data from your website.

6. Define Team Structure

How contingent is your team? Is the hierarchy more vertical or horizontal? Who reports to whom? Your marketing team structure will affect everything from communication efficiency to how quickly decisions are made and executed. A well-designed team structure can boost productivity and maintain high morale within your marketing department.

7. Prioritize Communication Skills

The world of marketing thrives on effective human communication since it forms the basis of broadcasting brand messages across all channels – be it social media or otherwise – and influences target audience behavior. It’s therefore important that each member of your marketing team be equipped with vital communication skills so they can craft engaging content, interact with customers aptly and collaborate efficiently within the team.

8. Embrace Digital Marketing Expertise

The digital landscape is ever-changing; hence keeping up with trends and utilising them advantageously should be a primary focus for your team. From leveraging SEO best practices to create web content that ranks highly in search engine results pages (SERP), to employing effective social media marketing strategies, these digital marketing skills are critical for small businesses’ success in today’s technology-driven economy.

9. Build a Budget

Budgeting helps determine how resources can be allocated and which strategic marketing activities can be embarked on. As a small business, you must consider not only salary costs but also additional expenses like software tools, advertising spend, training, etc. Knowing how much you want to spend annually on marketing efforts will guide your hiring decisions and set limits for project spending.

10. Assign a Team Leader

Assign a Team Leader

A well-led team produces great results! Whether it’s a Chief Marketing Officer or a Marketing Manager, assigning a leader who understands your business goals is crucial. The team leader plays multiple roles – from strategy formulation and decision making to mentoring team members, facilitating effective communication and ensuring that the team stays on track towards achieving your marketing targets.

11. Opt for Content Creators

Content creators play an integral role in small business marketing. These individuals are the backbone of creative marketing strategies like blog posts, infographics, podcasts, and video content. They assist in delivering tailored, optimized messages to the target audience, promoting brand awareness and enhancing customer experience. A good content creator can adapt to your business’s voice and ensure every piece aligns with the overarching marketing strategy.

12. Encourage Ongoing Learning

In the fast-paced digital marketing sector, keeping oneself updated is essential. Encourage your team members to engage in ongoing skill improvement initiatives. Procedural knowledge like strategic planning or data analysis can be boosted through webinars, workshops, or taking part in online courses from renowned platforms such as LinkedIn Learning. This supports continuous enhancement in areas like SEO, social media marketing strategies, and others as per your business requirements.

13. Incorporate Graphic Design Skills

Your marketing team should have someone with strong graphic design abilities. Exceptional design skills can help create visually appealing promotional materials that simply demand attention. From designing the landing page of your website to creating engaging social media posts, a graphic designer boosts brand awareness and enhances user experience.

14. Hire a Copywriter

A skilled copywriter can craft compelling copies for your emails, social media posts, websites and more. Well-written copy helps improve your page rank on search engines by incorporating meta elements and keywords strategically. A good copywriter will ensure the information is easy for users to retrieve which can greatly influence their buying decision.

15. Recruit SEO Specialists

Search Engine Optimization (SEO) is an important aspect of digital marketing that can’t be overlooked, especially for a small business. A specialist in SEO knows how to improve your website’s visibility on search engine results pages, thus driving more traffic. They understand the importance of link building, use of optimal keywords and can help you stay ahead of algorithm changes.

16. Value Data Analysis Abilities

Value Data Analysis Abilities

Your team will need someone capable of processing large amounts of data and translating it into strategic insights. Data analysis abilities enable understanding consumer behaviors, industry trends, and the effectiveness of your current marketing efforts. With this information, you can modify strategies as needed and ensure your marketing efforts align with data-backed decisions.

17. Uphold Brand Voice Consistency

Consistency in brand voice across all channels – be it the website, emails or social media platforms like Instagram and LinkedIn- is vital. This plays a key role in fostering a strong brand identity. Therefore, ensure that every team member understands your unique brand voice and upholds its consistency in every piece of content or interaction with the public sphere.

18. Develop a Reporting Structure

It’s crucial to have a proper reporting structure within your marketing team to track progress effectively. Regular reporting ensures accountability and can help identify any areas for improvement quickly. Equipping the team with a business-friendly dashboard enables easy monitoring of ongoing activities and their performance metrics.

19. Utilize Social Media Marketers

Social media marketers play an indispensable role in enhancing your online presence. Whether it’s creating interactive content for social media channels or managing paid advertising campaigns, these experts understand how to engage consumers within the realm of cyberspace and turn them into loyal customers.

20. Maintain Team Morale

Building a great team isn’t just about hiring skilled professionals, it’s also about keeping everyone motivated and engaged. Foster an environment of positivity and recognition. Always acknowledge good work, encourage creativity and arrange for team bonding activities. Maintaining high morale ensures your marketing professionals will give their best.

In Conclusion

Above all, building a successful marketing team for a small business requires careful planning and strategic skills allocation. It involves maintaining a delicate balance of content creation skills, data analysis abilities paired with the integration of expert SEO knowledge. Abiding by brand voice consistency is important as is the use of social media marketing techniques to boost online presence. Lastly, hand in hand with these efforts must go maintaining team morale – one of the critical pillars of your marketing team’s success.