How to Create a Successful Marketing Team

By Devin Morrissey

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A marketing team has a lot of moving parts, with many people working toward the same goal. While a marketing team working for a big corporation might use different tactics and strategies than a team working for a smaller local business, there are some components that all successful marketing teams have in common. 

The underlying goals of a good marketing team are to drive engagement, connect with consumers, and promote a business or particular project. This is often done through marketing to specific niches on social media platforms or through traditional advertising. While everyone does it just a bit differently, there are some core strengths to keep in mind when building a solid marketing team. 

So, how can you make sure your marketing team has the skills and strategies necessary to boost your business? It starts with creating the right team from the ground up and using that team’s strengths to the business’ advantage. 

Build a Team and Use Your Strengths

When you’re building the “perfect” marketing team, it’s important to know what you’re really looking for. What are your goals? What would you like to see that’s different from what you’re doing now? A marketing team is about more than grouping together a bunch of media-minded people; marketers should care about the people they’re trying to connect with. Don’t focus on building a team around people who are concerned with individual sales. Rather, your focus should be on employees that care more about retention and customer relationships. 

Your marketing team needs to have a purpose. But, that doesn’t mean everyone on the team needs to think exactly the same. In fact, building a team made of people with varying opinions will make your projects better. Different perspectives are necessary in the marketing and advertising field in order to keep things relevant. 

Every project, including marketing campaigns, needs a strong leader. Think about that as you’re doing your hiring or rebuilding your marketing team. A leader should have a positive influence on everything the marketing team does without micromanaging them. Once you know what you want from a team and you have the perfect people in place, you can be confident in knowing they’ll do what’s best for your company. 

Adjust the Approach

A good marketing team doesn’t remain stagnant, and they don’t usually stick with one approach for long. 

You have to determine what your business’ “marketer profile” is going to be. This goes hand-in-hand with deciding your goals and what you want your team to achieve. The four types of marketer profiles are: 

  • Basic: You’re looking to get noticed. You’ll need to create your online presence in order to attract new customers.
  • Emerging: You’re already online, but you need to attract new customers to achieve growth. You need to raise your brand’s profile through your marketing efforts.
  • Accelerated: You must begin refining your targeted marketing efforts by more clearly defining what type of audience you want to cater to, as well as what makes your brand unique.
  • Experienced: You’re interested in large-scale lead generation and maximizing your return on interest in marketing efforts.

Choosing a profile that fits the approach and style of your business will allow everyone to be on the same page and have the opportunity to grow and learn together. 

Approaches can change on a project-by-project basis, and every marketing team should be able to adapt as needed. Teams shouldn’t rely on all of the same strategies for every pitch or design. That’s a good way to create complacency within your business, and it doesn’t develop new or lasting relationships with consumers. 

A team that is flexible and willing to adjust based on what is needed for an individual assignment will always have greater success. Think of it as a football team willing to do an audible for the best possible outcome of a play. Marketing teams need to be ready to “take the snap,” no matter what the situation may be. 

Utilize Resources — Even If They’re Limited!

Marketing teams are unique in that they can easily work with and get information from other teams within a company. Marketers need to be creative for a reason — sometimes, their resources might be limited. That’s why it’s important for a marketing team to work closely with the accounting department and get a financial statement analysis to determine what their budget is and what they can do to best utilize every cent. 

Marketing teams should also work with anyone in charge of data and targeted audiences within a business. This will help them to target their budget toward people who either have already shown interest in a particular business or those who might be interested if you can connect with them through social media. 

Thankfully, marketing doesn’t have to break the bank anymore, even for big businesses. Your marketing team should be able to use whatever resources are available to them to create campaigns and projects that will keep your business moving forward and developing new relationships with customers. 

When you’re trying to put together the perfect marketing team, consider that the people involved need to be able to think outside the box. Consumers are saturated with advertisements and social media interaction nowadays. Marketing departments that are successful will always find a way to break through the noise and really connect with consumers to give your business a voice.

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