5 Crucial Roles to Building a Strong Marketing Team

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Suppose you’ve approached a higher threshold of recurring income in your business and are starting to move past freelancers and contracts but are looking to build a digital marketing team. In that case, there are a few roles you’ll need to consider bringing on, whether it’s an agency or in-house team members.

A marketing team can make or break the success of your business as they are responsible for building brand awareness, getting the word out, and ultimately selling more of the products or services you’re offering. Therefore, it’s essential to have people skilled in the likes of SEO, branding, design, and PPC.

Chief Marketing Officer or CMO

Chief Marketing Officers, or CMOs, can be considered the strategic architects behind the company’s overall marketing plan and efforts. They hold responsibility for managing the team, driving growth, building brand recognition, and increasing customer engagement. 

A competent CMO should have a strong understanding of market trends and consumer behaviour to be able to make moves that impact your business’s positioning within the competitive landscape of your company’s industry. Ultimately, the CMO should be an expert at crafting brand messaging and developing the unique value proposition offered to your customers and target audiences. 

Here are a few of the other areas a good CMO might be well-versed in:

  • Ability to build brand equity
  • Ability to create compelling brand messaging 
  • Social media marketing 
  • Deep understanding of customer intelligence 
  • Ability to pinpoint KPIs
  • Data and Market Analytical skills 
  • Creativity and innovation
  • Organizational skills

CMO need to be leaders, and some characteristics to look out for in good leaders include confidence, communication, compassion, and commitment. They are responsible for ensuring that your team is working efficiently and effectively to achieve the marketing goals of your business.

SEO & Content Team

In today’s digital age, your company’s online presence is crucial to your success, making online engagement and attracting organic traffic a pivotal method for getting eyes on your products and services. This is where a search engine optimization (SEO) and content team comes into play. They have the expertise to rank your website and generate content that hooks prospects and engages them with your brand.

What is SEO?

SEO is all about improving the visibility of your website and making it easy for people to find on the internet. In doing so, they will conduct keyword research, optimize on-page elements, and other functions that help make your website easy to find and use. Having an SEO expert, content writers, and copywriters work together makes it possible to create blog posts, videos, and other content assets that can help to attract people and convert them into customers.

Thought Leadership

Attaining the position of a thought leader is a tremendous goal of many entrepreneurs looking to cement themselves as leaders within their industries. As a result, the content of your posts plays a significant role in achieving this elusive status. Therefore, a strong content team can help you produce thought-provoking content with insightful ideas and points that build authority on your site and your personal brand.

Staying Ahead of the Curve

One of the most difficult challenges for your SEO and content team is staying ahead of the curve and jumping on trends as they appear. Whether it’s the newest TikTok sound, an exciting industry announcement, or a new social platform popping off, your content team needs to be able to act quickly and establish your brand’s presence. Therefore, hiring people who understand the market landscape and can innovate and be creative while moving rapidly is vital.

PPC Team

Pay-Per-Click, or PPC, remains one of the most powerful tools businesses have for reaching their target audience and driving significant results for their company. A PPC campaign requires thorough research, strategizing, and collaboration. PPC lets you narrow your target audience based on interests, location, demographics, and other factors collected by significant search engines and platforms like Google and Facebook. Therefore, you want to hire a PPC expert for the team that has some of the following skill sets:

  • Analytical thinking
  • Organization and good time management
  • Technical expertise with things like HTML and Javascript 
  • Creativity 
  • Consumer understanding 

On top of this, your PPC expert should be able to run a campaign from start to end while keeping an eye on click-through and conversion rates, keywords, and landing page optimization. Therefore, a good PPC expert can skyrocket your business, while a poor one can lead to hefty losses. 

Branding & Design Team

Branding and design experts are critical drivers of a company’s brand identity, ensuring it’s memorable, visually appealing, and resonates with the target audience. They understand the power of visual communication and how design elements can significantly influence consumer perception and brand recognition.

A key responsibility of branding and design experts is to create cohesive and visually captivating materials that reflect the brand’s values. As a result, they are responsible for collaborating closely with other marketing team members to ensure that the brand’s messaging and values are effectively conveyed through the design elements created. 

Your branding and design team ensures that branding remains consistent across the various marketing channels, including your website, social media platforms, and any promotional materials used for marketing campaigns. Staying consistent reinforces brand recognition and builds familiarity with your target audience, making it easier for them to connect with and remember your brand.

Branding and design experts must collaborate with content creators and copywriters to ensure the company’s visual design aligns well with its written content. Therefore, strong communication and teamwork skills are needed to integrate the brand’s visual identity into all content creation activities, including blog posts, videos, infographics, and advertisements being used.

Data Scientist or Analyst

Data can be a company’s strongest asset and their biggest inhibitor, depending on how it is used and collected. Therefore, building a marketing team with a proficient data scientist or analyst is crucial. 

What is a Data Scientist or Analyst?

It’s hard to place a definitive role for data scientists and analysts as their responsibilities can shift dramatically based on the company’s goals. Nonetheless, here are a few of the duties a data scientist may have:

  • Collecting large data sets and converting them into usable formats 
  • Solving problems with data-driven solutions
  • Analyzing data to determine trends 
  • Cleaning and validating data 

When comparing the two, it is important to note that a data scientist will generally play a more active role in designing the data modelling processes. In contrast, a data analyst’s skills lie in analyzing the data and identifying trends to make strategic decisions. Nonetheless, here are some key reasons why you should be considering adding a data analyst or scientist to your marketing team:

  • Benefit from greater insights into your target markets
  • Make data-driven decisions 
  • Minimize risks through the collection of  things like customer data and feedback 
  • Identify new opportunities and trends 

All things considered, you don’t want to miss out on having access to the expertise of data scientists and analysts when building out your marketing team!

Work With CJAM Today

We threw a lot of information at you in the blog posts, and it may feel overwhelming when you’re looking into how to build a digital marketing team. We’ve heard too many horror stories of unfit hires impacting the success and growth of a business. This is the reason that CJAM was founded to make it easier for companies to find and connect with partners that are true experts in their field. 

You save time and money by hiring proven people with experience in their listed roles. We’ve vetted over 600+ agencies, contractors, and freelancers to determine the ones who have what it takes. Set up a free call today and discuss how we can find the perfect partner for your business.

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Written By
Picture of Behdad Jamshidi
Behdad Jamshidi
Behdad Jamshidi started CJAM Marketing after realizing that most business owners don’t know how to evaluate the value of a marketing agency or assess their own needs. Since every business is different not only in their needs but where they are at in the growth process, it isn’t a one size fits all. In the past 5 years, Behdad (or Bee) has met with and assessed 800+ marketing agencies and vetted them down to a lean 100 preferred partners across all marketing niches. After pairing hundreds of businesses with the right partners, he’s found his skillset lies in the matchmaking process. Featured in MarketWatch, Bloomberg, National Post and the Financial Post, Bee’s unique background in marketing, engineering, consulting, leadership, sales and strategy, has allowed him to serve as the conduit between business owners and the marketing teams they need.
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