So you’re ready to embrace Modern Marketing. Now what? You’ll need a team of marketers prepared to do the work of connecting your brand to your customers. This team should include a variety of experts in the areas of strategy, creative, technology, and analytics.
If your company is like most, you may already have an in-house marketing department that includes people with some of the skills necessary to take on this potentially daunting task. But in order to fully embrace the Modern Marketing methodology and be successful, it is likely you’ll need to round out your existing team by hiring new employees with additional skill sets.
The size and scope of your team of Modern Marketers will depend on your company’s needs. We’ve put together a comprehensive list of typical Modern Marketing roles to help you determine who you need to hire in order to accomplish your goals.
The marketing manager takes a high-level view of the total Modern Marketing plan for your company. They are typically results-oriented and are charged with planning and executing the marketing campaign to ensure full integration across all marketing channels.
Content strategists spend time learning about your product or service, getting to know your audience, researching your industry, and understanding what differentiates you from your competition. Then they make recommendations for how best to craft and distribute messages in a way that will turn your audience into customers.
Content specialists and copywriters use storytelling to inform customers about your products and services. They craft messages and create content that connects customers to your brand. Responsibilities include everything from copywriting for print and digital projects to planning and writing blog posts to developing video scripts and so much more.
Social Media Manager
The social media manager is responsible for building brand awareness as well as developing and managing relationships with audiences on social channels such as Facebook, Twitter, and LinkedIn.
Art Director/Graphic Designer
Art directors and graphic designers bring your brand to life with imagery that excites and engages audiences. They create a look and feel that establishes your brand’s visual identity, which is carried through every piece of marketing—print or digital, inbound or outbound.
Whether it’s a landing page, an entire website, an eye-catching email campaign, or even a mobile app, the web/interactive developer brings your brand to life in the digital world. They are tasked with translating design and content to code in order to create a comprehensive online presence that immerses customers in your brand and converts them to leads.
Digital Marketing Manager
A digital marketing manager oversees aspects of digital marketing that include, but are not limited to, search engine optimization (SEO), pay-per-click (PPC), and marketing automation.
The marketing analyst is responsible for tracking and analyzing key marketing metrics and key performance indicators (KPI’s) then sharing the insights contained in the data with the marketing team in order to drive results.
Someone needs to keep the trains running on time. With each of the Modern Marketers laser-focused on their own area of expertise, the project manager ensures important milestones are met on time and within budget.
Can We Afford an In-House Team?
At its best, Modern Marketing means building a brand experience that captivates audiences and turns them into not only customers, but brand ambassadors. Accomplishing this takes a tremendous amount of collaboration and hard work from a team of experts. For some companies, the ROI of building an in-house team that meets specific needs makes financial sense.
For many others, the cost of hiring and training the number of employees necessary to successfully plan and execute a comprehensive Modern Marketing strategy is cost prohibitive. These companies might consider the value of hiring an outside agency to handle some or all of its marketing.
In addition to overhead cost savings, hiring a Modern Marketing agency can provide a greater ROI long term. An established agency offers a broad range of skills and collective experience, plus brings an outside perspective on your brand that may provide valuable insights when developing a new strategy.
Whether you build an in-house team, outsource to an agency, or choose a hybrid of both solutions, Modern Marketing is all about connecting your brand with your customers. Tell your story, embrace new technology without sacrificing traditional methods, analyze results, be nimble and you’re well on your way to Modern Marketing success.