In my last blog post, I talked about the foundational ways of structuring a digital marketing team and ways to reduce employee turnover rate.
Mid-Sized Business Team Structure: Essential Roles
Each year, Google changes its search engine algorithm around 500-600 times, according to Moz. So anyone doing SEO work on your website must stay up to date on the latest SEO techniques that will drive ideal customers to your website. It’s their job to define these customers through targeted keywords. You cannot win online as a generalist, you must be specific.
We’ve also found that most content and web developers lack basic SEO knowledge. Launching a new website? This SEO oversight could spell a loss in traffic when the site goes live. Why? There’s a list of reasons, all of which can be avoided by having a specialist on your team.
Content Manager / Creative Director
Just as the name spells, this person brings new ideas and produces engaging content that keeps people coming back for more.
According to Digital Marketer, this person should be a creative with leadership, project management, and strong organizational skills. Make sure his personality “fits” the voice of your brand, it’s important that he understands the direction your brand will pursue.
If you have the budget, spring for a creative director. This person acts as the creative oversight as you start to manage larger creative campaigns.
Social Media Expert
According to Laura Mignott, founder of the digital ad agency DigitalFlash, “Social media has been invaluable as we have built our business…It enables entrepreneurs to tell the story of their company on their own terms.”
This person needs to be able to explain tangible results with metrics that show follower engagement and conversions into leads. Keep in mind that the commitment to handling social media is a 24/7 job.
Social media responsibilities include content creation, engaging customer replies, measuring numeric growth and conversion, and maintaining deep, thorough understand of each platform’s culture.
For smaller companies, this can be partially or fully combined with the content manager role.
As you start to scale your digital efforts you will need someone who can handle the web development that goes along with it. There are two categories of developers: back-end developer and front-end developer.
Back-end developers are the fast typing, computer programmers who are best suited for creating content management systems, security features, and data management tools.
Front-end developers are focused on user experience. These ‘designers’ will ensure that design concepts scale for multiple browsers and devices. User experience is their mission.
Ok, you might understand what PPC stands for, but do you know what CPC means? What about CPA? What about the difference between impressions and views? Give up yet? You need to understand all areas of paid campaigns to effectively manage them. A PPC expert brings the technical understanding of paid advertising.
According to data from Sekkei Studio, top companies spend tens of millions on Adwords. It’s serious business. Nowadays, paid ads have expanded beyond Google or Bing and have made their way into social media sites like Twitter, LinkedIn, and of course, Facebook.
If you’re spending your time managing your business, you probably don’t have time to give your PPC account the attention it deserves. Don’t mess around with your bottom line, a PPC expert is crucial in today’s digital landscape.
For the final blog post in this series, we’ll dive into the roles that a large-sized business should have and continuously look for to create their optimal digital marketing team structure.