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Building Digital Marketing Team 101 by Glints PDF
Building Digital Marketing Team 101 by Glints PDF
CHAPTER 1: Problems
Problems of Hiring Marketing Talent
CHAPTER 2: Role
Marketing Skill Sets that help sustain business in 2018
Marketing Functions to Consider Adding to Business
CHAPTER 1
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Compared to examining IT candidates in which you can be confident judging their credibilities by
analyzing their coding test results, recruiting a marketer candidate can be tricky. You may often
+ +
heard candidates throwing claims like these:
If that is the case, how can you gauge whether the performance of that particular candidate
was good or bad?
Other than that, there’s also several challenges you might be facing as an HR and marketer. We’re
going to discuss it on next page.
BUILDING DIGITAL MARKETING TEAM 101
Initiating and delivering marketing campaigns aren’t big issues, but can your talents measure
the effectiveness of ROI from the initiatives? If your company has budget restraints, then it is
important that your talents can answer these questions: “How many campaigns do you plan on
launching per-quarter of year?” “How much money do you need to spend in the process?” “How
do you measure the effectiveness of campaigns you launch?”
BUILDING DIGITAL MARKETING TEAM 101
A research on 2017 conducted by HubSpot, said that marketing initiatives have been
hit by internal challenges, such as:
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+ Increasing Traffic and Leads
Increasing traffic is a good challenge for business. However, for digital marketers, increasing user
and traffic followed by increasing demand for good quality content can be challenging. This is
partly caused by ease of access to content and evolving user dynamic over time as the result of
advancements in technologies and user exposure to it. It’s also important to tailor the content and
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distribute them the right way.
+ Measuring ROI
How many campaigns do you plan on launching quarterly? How much budget do you need to
spend? Has the campaign you launch been effective?
These questions can turn into some challenges for an entry-level marketer. The fact that you have
to establish an effective and efficient structure will affect your marketing team’s ROI.
BUILDING DIGITAL MARKETING TEAM 101
Both recruiters and marketers have to find the win-win solution in recruiting
marketing candidates. The collaborations between the recruiter and marketer can
provide significant growth to the company.
BUILDING DIGITAL MARKETING TEAM 101
CHAPTER 2 What are the roles currently high in demand? What are marketing
role trends in 2018? What kind of candidates that will meet your
team’s needs and objectives?
+ supporting technology
determining company’s
are crucial in
marketing
success.
MARKETING ROLES
First, let’s find out essential skills that must be possessed by SEO practitioners:
● Conducting keyword research and monitoring the keyword
performance.
● Analyzing and optimizing data based on analytics.
● Designing an SEO-friendly web structure.
● Page ranking analysis.
Next, what is the ideal position that fits your existing marketing team? There
are two different roles.
MARKETING ROLES
Ranked #1 in TEKsystems research, Marketing Data Analyst contributes to company’s goals by providing
accurate, data-driven insights and analysis to make business decision. Strong in quantitative and
qualitative analytics skills, marketing data analysts are experts in crunching market research data,
helping marketing managers to understand numbers before coming up with right business strategy.
BUILDING DIGITAL MARKETING TEAM 101
MARKETING ROLES
+ Community Manager
‘admin’ is a promising job, let
alone in digital marketing.
Social media is not only used to strengthen your online presence, but it
You would expect a social also acts as a bridge to maintain communication and establish a
media admin is an individual relationship beyond your online engagement.
who keeps tabs with current
updates and is able to be A Community Manager acts as the brand representative to hear the
online wherever they are. customers’ voice and contribute to present the best brand image for the
company by listening to the audiences and minimizing negative
comments that will affect your brand.
+ Content Creator
Content Creator is in charge of producing content in various forms,
conducting research on topics in line with existing editorial themes. They
are also in charge of preparing content draft and publication based on the
MARKETING ROLES schedule and channel set by a Content Strategist.
+ Content Strategists
While a Content Creator is acting as executor, a Content Strategist is
responsible for determining the main idea of the overall editorial needs as
well as designing an editorial plan and creating a guideline to bring out
SEO-friendly content. They also need to ensure the quality of content that
Content Marketing should
has been created by the Content Creator and analyze the effectiveness of
be incorporated into all used channels.
media used by your
audience.
+ Content Marketing Manager
You can leave technical stuff to a Content Creator and content
It’s not only blog posts,
optimization to a Content Strategist, then what is the role of Content
but also images, videos,
Marketing Manager? Content Marketing Manager is in charge of
infographics, and other monitoring content distribution and the cycle of content based on the
form of information existing editorial.
tailored to follow your
content guideline. Content Marketing Manager function is not limited to only content
creation. They have to analyze the overall processes, maximize conversion
and leads that already designed by Content Strategists and executed by
Content Creators. They also have to capture more conversions and leads
on top of setting the content objectives.
BUILDING DIGITAL MARKETING TEAM 101
MARKETING ROLES
Working with a Content Manager, a Creative Director manages and plans guideline of
creative processes. This includes visual characters to content’s tone and manner.
Not only that, a Creative Director should be able to make decision and conduct analysis
based on the right data. They need to understand creative processes and business
processes that keep business up and running.
BUILDING DIGITAL MARKETING TEAM 101
CHAPTER 3 +
Every business certainly has different needs, resulting Here are some team structures
in a diverse team structuring. There is no absolute you can try to adopt to your team:
answer or solution to forming your team structure, Funnel-Focused Organization
especially if you are the owner of a startup company. Culture Organization
Generally, you and your team will have some changes Customer Organization
and experience role playing in the team. Inbound Organization
Elastic Organization
BUILDING DIGITAL MARKETING TEAM 101
+
TEAM STRUCTURE
NA Field Marketing +
The functions of Funnel-focused Organization:
● Team 1 handles the relationship with top 50 EMEA Field Creative
media publications and place Forrester Marketing
analysis to speak at industry events.
APAC FIeld
● Team 2 focuses on demand. Marketing
● Team 3 manages product for sales team
Digital Marketing
and other relevant Forrester products.
Database
Account-based
(Customer)
Marketing
BUILDING DIGITAL MARKETING TEAM 101
TEAM STRUCTURE
+
VP of Marketing
Company: GitHub
Product / Service: Social media as programmer
TEAM STRUCTURE
+
Company: Atlassian VP of
Product / Service: Software for program Product Marketing
managers and content management
CMO
TEAM STRUCTURE
+
VP. Demand-Gen VP. Product
Marketing
Inbound Marketing
Manager Product Marketing
Managers -
Channel-Specific Product Launches
Marketing
Product Marketing
Inbound Marketing Managers - Sales
Manager (Persona Enablement
Company: Hubspot -Specific)
Web Development
Product / Service: B2B Marketing and International
Software Sales Marketing
VP. Brand & Buzz
Customer Marketing
The functions of Inbound Organization:
● Focuses on providing experience or Marketing Ops Creative Director
Growth Hacker
service/product through the incorporation of Design &
Multimedia
inbound marketing.
PR
● Understand user profiles and offers the best
services (or content) relevant to the said VP. Content Events
profiles.
Influencer
Blogging
Relations
Educational
Resources & Offers
BUILDING DIGITAL MARKETING TEAM 101
CMO
TEAM STRUCTURE
+ VP. Product
Marketing
Product
VP. Marketing & Ops
Website Product
Manager
VP. Marketing & Ops
Marketing Manager
Marketing Channel
Managers - Web Marketing
(1 per product) Developer
Company: Mindjet Customer
Manager, Marketing Marketing
Product / Service: Application for brainstorm and Intelligence
Creative
Project planning Services Customer Retention
Director Analyst, & Nurture Flow
Marketing
Copywriter & Intelligence Central Marketing
What makes this structure works for Mindjet: Editorial Director Delivery Manager
Data
Design & Video Scientist Channel
● A flexible structure that allows the company Marketing
to add more staff or team functions based
Marketing Manager,
on the product development. SE
● The structure is set according to PMM Content &
Communications UK & NEMEA
(Product Marketing Managers) that can be Manager Marketing Manager
collaborated with other teams outside the
marketing team.
BUILDING DIGITAL MARKETING TEAM 101
+Soft Skills
CHAPTER 4 Education, certification, and hard skills are not enough to judge a
candidate’s quality. There are other qualities you need to take into
account as they will support the results of your team’s
performance.
1. Emotional Intelligence
The ability to be aware of and control emotions the right way will
be much needed in this field. What are important elements that
What should you
determine marketers’ emotional intelligence?
consider before
recruiting candidates for ● Self-Awareness
your Digital Marketing ● Motivation
team? ● Empathy
● Social skills
We will divide this into It’s also important to know how your candidates respond to a
three segments. They’ll certain condition. You can use the following parameter as your
cover techniques you references:
can incorporate in
interview process. ● What kind of behaviors do the candidates show when they
make decision?
● How do they lead the team and what policies do they set in
the process?
● Are they able to emphasize and aware of their social
surrounding?
● Are they able to build relationship while offering constructive
input to the team?
BUILDING DIGITAL MARKETING TEAM 101
3. Adaptive
+Tech Skills
Marketers have a wide range of
abilities and skills. They are also aware
of the dynamic side of technology
and information. Thus, they are
expected to master multiple skills.
+ Digital Skills
Search Engine Optimization
Due to its dynamism, SEO can change every year. Every changes will require marketers to keep their eyes open,
expecting them to be aware of the current updates or developments.
To master SEO, marketers have to know how to maximize website speed, improve and design website structure,
understand keyword optimization for both on-page and off-page SEO on a regular basis.
Paid Ads
Marketers have to master different techniques for digital advertising via Google Ads, Google Display Networks, and
social media ads like Facebook Ads, Twitter Ads, LinkedIn Ads, etc.
Aside from that, marketers need to understand audience profiles as what have been set in their marketing targets. In
the process, they need to optimize the budget and use it effectively depending on the ad categories or types.
Digital Analytics
This particular skill requires a marketer to analyze data through analytic platforms, such as Google Analytics. With the
analytic platform, you will be able to measure the effectiveness of your campaign as well as to optimize traffic,
bounce rate, page views, and conversion.
BUILDING DIGITAL MARKETING TEAM 101
+Digital Skills
Coding
In this case, one does not have to master the whole aspect of coding if they understand the basic of HTML and
CSS. The coding ability in the field of marketing is not as thorough as what you see in the development team or
engineer in your company.
● Change the website’s interface in a simple way (changing fonts and colors as well as creating simple tables
through HTML).
● Make simple button.
● Set heading, paragraph, text format, and hyperlink in HTML.
E-mail Marketing is one of prospective channels that allows you to effectively turn your audience into a loyal
customer while still maintaining retention from the existing customers through daily or weekly newsletter.
We also have compiled several important indicators to have a successful e-mail marketing campaign:
While we have discussed a number of skills in the digital perspective, a marketing team will
lose their touch without the ability to craft an appealing ‘story’. You can’t simply present
the results of data and analytics to the audience. Here’s what you need to do to to make it
more appealing.
BUILDING DIGITAL MARKETING TEAM 101
It’s time to change your way of interview. Oftentimes, recruiters ask questions that are not relevant to the
field. A typical creative analytical questions will not completely define a marketer’s competence and
capabilities you may look for.
“How could you solve problems on Earth if you came from Mars?”
Such question may contain a psychological aspect in hopes for candidates to draw a conclusion from
their job roles. However, it won’t work if you intend to recruit marketing candidates. You may ask creative
questions, but one thing you have to dig deeper is their approaches toward marketing issues.
That being said, what questions should you ask the candidates?
BUILDING DIGITAL MARKETING TEAM 101
+ Knowledge-Based Questions +
Technical Questions
● What tools should be used by a ● How would you set target, analyze, and monitor your
Digital Marketer? campaign to achieve your marketing objectives?
● How can you keep up with Digital ● How would you optimize the budget for your Paid Ads? In
Marketing trends? what ways do you achieve that?
● What is the most effective method ● How would you maximize the budget for various
to increase website traffic? marketing campaigns?
● How do you identify Digital ● How would you turn traffic into revenue?
Marketing? ● If we wanted to increase engagement through social
● What are the shortcomings of media channels, what methods would you use to help
Online Marketing? us?
● What are the strengths and ● According to your knowledge, what products should we
weaknesses of Offline Marketing optimize?
and Online Marketing? ● In your opinion, how is marketing different from sales?
BUILDING DIGITAL MARKETING TEAM 101
most and the candidates are you looking for? job. You can also rely on active forums on different
channels. The forum usually accepts job openings more
Yes, the answer is your employees! freely. Thus, take advantage of online forums to publicize
your job vacancy.
CHAPTER 5
Culture
Training
Focus on your company’s vision and mission.
Describe how your employees can contribute to
Conduct a regular training where employees can
the company’s objectives.
freely ask questions outside of their work. By holding
the training, the employees can polish their abilities
Career Option
beyond their job desc. You don’t even need to spend a
budget to hold a training session. Just work with your
Previously we have discussed the various skills
employees to prepare the material.
possessed by a marketer. Realizing your
employees’ multiple skills will offer career option
Training session for your marketing team will bring
available in the organization. You can offer
more in-depth understanding of each role in the
rolling if possible.
team.
BUILDING DIGITAL MARKETING TEAM 101
By understanding your overall business conditions, you can determine best team structure for your business.
BUILDING DIGITAL MARKETING TEAM 101
+ Recruit Fast
We understand that it takes time to find the right candidates. In some cases, you might find that it was
quite easy to select the candidates you need for your team. Other times, you might find it difficult to find
ones that are ideal for your company culture.
Nonetheless, in this competitive world, you are expected to recruit fast. Here are some steps we have
highlighted to help you recruit fast without making you reckless in the process:
Cons Takes time to find the Competitions with Lack of Talent Takes time and
right candidates well-established Marketplace platform costs more
companies, higher
salaries offer
BUILDING DIGITAL MARKETING TEAM 101