There are many ways to build a marketing team. You can hire individual experts in each of the different fields in inbound marketing or a few jack-of-all trades’ employees.
Both those options have their pros and cons, but if you’re a small B2B business or start-up you may not have the benefit of going for either. Therefore, I’ve compiled a list of 3 essential people to have on your marketing team, from which you can build a solid foundation for your future marketing efforts.
1) An analytics ace
Inbound marketing thrives off data. It’s a huge selling point for many who buy into the concept. With inbound marketing you can track every message sent, opened, clicked, what keywords your latest lead used to find you, or what site they were linked to from. Everything that happens, every interaction between you and your lead/customer is recorded, making it easier to go back and find what works and what doesn’t.
But what happens when you don’t compile and analyze that data?
You’ll struggle to survive without the data-driven, operations-focused team member to provide analytics and reporting for the team. This data is what will keep your decisions informed and keep you from wasting money on marketing efforts that aren’t providing quality leads.
Your analytics ace will keep the whole department armed with data to drive decision-making, track progress, and set future goals. Best of all, when it comes time to make a case for keeping/increasing marketing’s budget for the next year, you’ll have all the data to make the best decision possible.
2) The writing wizard
Your content is like the interior decoration of your home. It may not be holding everything together like the foundation (marketing strategy) is, but it’s what’s going to make you stand out and catch the attention of potential buyers.
You may be thinking, why do I need a writer? Can’t everyone else on the team just chip in when needed? You have to consider how heavily reliant on writing your content is. Having an exceptional writer on your staff is necessary if you plan to have a website, publish blogs, participate in social media, send engaging emails, or advertise. (In other words, if you plan to do inbound marketing.)
Now sure, others can chip in when necessary, but having an in-house writer to create your content will ensure that you have a consistent and quality message in all of your content, giving your brand a strong image in front of your new potential customers.
3) A design doyen
A design doyen all about managing the primary face of your company: Your website. All of your inbound marketing efforts will run through your website. Where can you publish blog posts? Where can you convert visitors to leads? Where can you host the content offers to convert those visitors to leads? Where will search engines take visitors when they’re searching for your company/services?
That’s right, it’s all connected to your website.
Which means that your website needs to attention-grabbing, easy to navigate, and most importantly, able to convert visitors to leads. Your company’s website should be priority investment since all of your marketing efforts will run through it (and they will most likely start there as well).
Remember, there are many roles and duties an efficient inbound marketing team needs to fulfill, I’ve only listed 3 basic (and essential) ones for you to build off of. If you’ve already built your marketing team and are struggling to see results, check out our complimentary ebook below!