Is Your Marketing
If marketing seems cool, that's because it is cool. And you, by virtue of reading this, You are also cool.
But you don't need to watch Mad Men to know that marketing makes the magic happen.
Marketing is everywhere, and when it does its job–well, you just know it.
Because marketing, when done right, can absolutely transform a business, taking it from small and stumpy to stellar and successful.
But did you know that there are core functions of a marketing department and key marketing-department roles to carry them all out?
Marketing, at the end of the day, is all about meeting your customers' needs so that your business can not just survive, but thrive. Marketers face a variety of challenges and it is very easy to be overwhelmed by all the avenues marketing can take.
If business growth is what you want, you need to be effective with your marketing.
To do that, you need to learn a little bit about two very boring words with big meaning: functions and roles.
Whether you're building out a marketing department or double-checking that you're covering all your bases as your marketing department has evolved, this guide will give you everything you need to know about the marketing functions and roles that matter most.
1. It's all about your customer (research)
First and foremost, before you can market anything, you need to know who you’re marketing to.
In other words, who’s your customer? Have you defined your Buyer Personas?
A solid marketing department needs to be backed by huge amounts of research.
The more data you can get on who your customer is and where they hang out, the better off you’ll be.
With so many analytics tools available on the market these days (and several that are free, such as Google Analytics), there’s no excuse for not being data-driven.
2. It helps if you're a good spy
Speaking of research…Customer research is a natural starting point, but your research shouldn’t stop there.
Maybe your product really is a mind-altering feat of human ingenuity and there’s nothing else in the world like it.
Most likely, that is not the case, and you have to contend with competitors offering similar services.
Let me ask you some questions that may or may not keep you up at night:
3. You Need a Marketing Strategy
And when all is said and done, you need an overarching marketing strategy to guide your marketing work and help your business or organization grow.
This strategy could include:
4. Do you have a clearly defined brand?
A big part of having a business is building a brand.
Your goal should be to create a strong, positive image of what your company does and what it stands for.
- What you say and do is part of your brand.
- The kind of content you create is part of your brand.
- That one comment made by the rogue employee you fired is also part of your brand.
- Your colors, fonts, imagery, language, tone, and personality are all part of your brand.
You can’t control everything that happens with your business, but you can control the time and effort your marketing team puts into brand-building efforts.
This marketing function comes down to who you are and the way you operate.
Use traditional customer-survey methods and any available public data, like comments on social media or review sites, to learn what your customers really think of you. Or, take the time to interview your favorite clients and find out what they like about your business.
Reputation is one of the hardest things to establish, but it’s also one of the best assets you could ever build.
Need help? Hire someone to do a full audit.
Marketing agencies can help with a full competitor audit, brand assessment, website assessment, keyword and SEO research, and a brand audit to help you define the gaps that are making your marketing feel out of control.
5. Do you have someone to fill these marketing roles?
Now you know what you should be doing, but do you know the types of roles you need to fill on your marketing team?
No, that college intern you found on Craig’s List can’t be your Google Ads specialist, customer service representative, and best friend.
Below you’ll find the main roles to be covered on a marketing team.
Not all marketing roles listed here will make sense for all teams, but they’’ll get you thinking about how to set up your team for success.
6. Do You Know How You Reach Your Customers?
7. Do you have time for sales?
You may not like to hear this, but one of your marketing activities is sales. Without sales, you don’t have a business. You have a hobby–and not a fun one at that. Not all marketing teams have the benefit of having sales team to assist them–or even a designated salesperson.
In this case, you’ll have to educate yourself on the best ways to close the deal. Your marketing plans should factor this in.
- How is it that your customers buy from you?
- Do they explore your site and purchase?
- Or do they need a call or two to explain the value of what you’re selling?
- How can you improve the quality of the leads that you’re getting?
The more you can do to establish trusting relationships with your target customers, the more likely they will be to give your their hard-earned money. If you’re spending too much time looking for leads but not enough time spent refining your sales process, then it may be time to consult a marketing director to improve the quality of your leads.
To Set Your Marketing Team Up for Success, Remember Functions and Roles
A marketing manager has many hats to wear, and one of them is knowing how to put together an effective marketing team in the first place. Knowing what to do and knowing who will do it are two realities that marketing directors must constantly grapple with.If your marketing operations are feeling like they’re standing on a stool with a missing leg, we can help.
First Call is a full-service marketing agency that puts strategy front and center.
Whether you’re refreshing your brand or looking to get more traffic to your website, make sure you know the right details to consider. From marketer to fellow marketer, we’re here for you.