Decide What Your Marketing Department Should Look Like
If you want to build a marketing team, you need to understand the different roles that exist in the department. Marketers can have a variety of specialities, including SEO, PPC, social media and content.
The types of marketers that you bring on board should correlate to your budget and organisational goals. It’s costlier to hire a series of specialists, but you may achieve different results with just a few generalists.
Some of these roles go hand in hand; if you wanted to boost your organic traffic then a content marketing specialist should work closely with an SEO specialist to achieve this goal. You need to work within your staffing budget to determine the experience level and specialisms of candidates.
If you already have a marketing department within your organisation, then you should assess the hierarchy to assess whether it really makes sense. Look for skills gaps that exist and fill them to make the department more effective.
Each marketing hire should bring a new skillset to the team. Balance the budget with the output that you expect; be careful not to overload an under-resourced department or this will lead to burnout.
There’s no one size fits all approach here. Use the information that you have at your disposal to plan the structure of your ideal department.
Define Job Roles and Descriptions
Now that you have an idea of how this department will function, you can define these job roles more fully. List the competencies, responsibilities and KPIs that this role will entail.
This is a worthwhile exercise for an existing department too, as these roles may have changed since the employees were recruited. Define these explicitly to create clear expectations and seek out any responsibilities that may be slipping through the cracks.
This will take your marketing hierarchy from a top-level strategy to a collection of well-defined roles. Then, you can hire the right professionals to make this a success.
These roles can also be designed to account for upscaling as the department grows. You may want to bring in a few higher tier specialists before creating roles for generalists and assistants.
Strong leaders and coaches will be instrumental in the success of the department, so earmark these at the interview stage.