05 Dec How to build & Structure a Digital Marketing Team
Are you accountable to managing or building a structured digital team that delivers results for the business?
Are you wondering what your digital marketing team has been doing for the past few months (or even years), then look no further. This article will guide you through the exact traits and roles that a digital marketing team needs to have, in your business.
And if they aren’t delivering these roles, then please share this article with anyone in your business who can get them to deliver.
This post will help you significantly in deciding ‘how to build & structure a modern digital marketing team’
You’re that person? Great! Read on…
Finding place for a digital marketing team in the business can be a tough job. Do they sit with sales? Do they sit with IT? Do they sit with Offline Marketing?
What’s more, deciding how to monitor their return on investment is an even bigger task. Many people say websites simply eat money – they’re like a bottomless pit.
Whether you’re a director trying to fit a digital team in as a department or a sales director trying to fit in digital to help you hit targets, this post will give you clear insight into the competencies to look for and embed in your team when growing your business in the digital age.
So, let’s dive right in:
Arguably, the number one role of a digital team is to be customer focused. That is, delivering technology and content marketing that resonates with the end customer or user. Websites that talk about themselves, don’t resonate with the customer and therefore don’t generate leads or sales.
Also, if people, who create the content and define the user journey’s don’t have a clear understanding of where the user is in your sales funnel, it will never generate a return on investment. The digital team are critical to understanding the sales funnel and customer needs.
Here’s an exciting piece of content on creating customer focused content.
Here’s an example sales funnel that we. at Online Growth Guru put together for a client selling flooring products:
Intensely train your team on the personas and needs of the customers in your business. Then, ask how they will transfer their knowledge to the digital sphere in a way that delivers results.
Does your digital team know what your competitors are doing? Both online and offline? It’s super important to benchmark competitors in business and it’s the same in digital and SEO. Every team member should be looking out for new technology, fresh content opportunities and referral traffic, before bench-marking yours against different levels of competitors.
Allow time for every member to carry out competitor research tasks. This might be in the form of technology analysis, back link reviews or even offline promotions. If you have a team that already does competitor research, then the digital team need to be aware of this team and work with them to create innovative projects for growth.
Design, technology, writing and analytics are often at the heart of a digital team. Once the group understand the customers and the competitors, they can really get creative. The developers will produce amazing solutions that drive a competitive advantage. The bloggers will produce compelling content that maximises sales. The Analysts will seek new data-driven opportunities for the creatives to act-on.
Have a read of this: Why it pays to be creative in a digital age
Allocate ‘innovation time’ in your business as if your delivering in the same way that you’re delivering work for a client or customer.
Before even putting pen to paper you need to know where you’re going. Does your blog have a purpose? Does the purpose match up with who you want to target as a customer?
Sure we’re still working towards it, but at least we know where we’re trying to get to heading.
Hold regular brainstorming sessions and continuously refine the vision and mission until you’re happy that everyone is reconciled on where they are trying to get to with the digital vision.
Let’s face it, most Directors know the tactics in Digital Marketing. They want content because someone told them they need it. They post on Facebook because everyone is on there. And they continuously perfect their website because they have a developer who jumps at their every call.
However, there’s too few times where these tactics come together to create amazing strategies to fuel growth.
Have a promotion strategy behind every piece of content. Monitor the usability result and conversion change of every technical improvement.
Use all techniques together, to form mini strategies that deliver a clear return on investment
And finally, build a digital team to think strategically to ensure every task has a purpose and each mini strategy fits into the overall strategy of the business.
Just because it’s more important to be strategic than tactical, Doesn’t mean everyone shouldn’t know their own tactics – they should. It’s super important for the experts to use their tactical knowledge to help deliver growth.
Allow time for each team member to hone their tactical knowledge of different software tools, so they can find inspirational techniques that they can turn into meaningful results.
Have a read of this article on Cognitive SEO to find out about the individual digital marketing tactics, you’ll be surprised how much you might recognise.
Analysing the result, of changes that have been made, is essential to continuous improvement. Everyone in the digital team should be able to analyse the outcome of what they’ve done. Of course, some people will be more analytical than others and it’s fine for.
Make each person accountable to explaining what they have done and why they have done it in a result’s driven format. Whether it’s social, content, SEO or technological changes, they need to know how they can improve. The only way to improve is to base it on the impact of previous tasks.
Many digital teams have reporting responsibilities. The question is, are they reporting on metrics that actually add to the bottom line. Whenever I look at reports from agencies, they seem to be along the lines of this:
Rankings, Bounce Rate, Time on Page.
These stats are an enabler to growth, but they DON’T add value to the bottom line of the business. So, what should you be reporting on?
Traffic, Leads, Conversions, Sales, Average Sale, Return Customer rate, Profit margins
These are often known as the business chassis and they are the figures that need improve.