How To Find the Right Digital Marketers for Your Team

No person is an island.

This statement couldn’t be more accurate than it is today in this digital age. In the increasingly interconnected digital world, nothing is ever truly isolated anymore.

That’s why your online success largely depends on the team you put together to help you grow your brand. 

You can only take your business so far on your own.

But how do you know if you surround yourself with the right people? 

Building an exceptional digital marketing team takes much more than finding the right skill sets. It’s also important to ensure everyone is a good cultural fit for your company. 

The team you put together will be responsible for representing your brand to the world.

They’ll be the ones crafting and sharing your story, so they must understand and believe in what you’re trying to achieve.

Begin by evaluating your marketing efforts.

Are you happy with what you’re doing? If not, why not? That will give you a good starting point for understanding the skills and abilities to look for in others.

Once you have a good idea of the direction you want your marketing to go in, it’s time to start putting together a team. Here are a few tips to help you find the right digital marketers for your business:

1. Start with Your Digital Marketers Team Structure

The first step is to decide what kind of team structure you need.

That will depend on the size and scope of your business.

Do you need a large team with multiple specialists, or can a smaller team of generalists get the job done? 

Even if you’re a solopreneur, it’s important to have a team in mind. As your business grows, you’ll need to add more people to your team.

Planning ahead will make it easier to find the right fit when the time comes.

That said, let’s go over a few of the most common team structures:

Small Digital Marketing Team: 

A small digital marketing team typically comprises one or two generalists.

These people have a good understanding of all the different aspects of digital marketing. One person might handle most of the work, while the other provides support and guidance.

A Marketing Generalist

A marketing generalist is a jack of all trades. Therefore, they should have a good understanding of all the different aspects of digital marketing.

That includes everything from website management and SEO to content marketing and social media. 

Top priorities include day-to-day management of website operations, content creation, social media management, blogging, email marketing, and lead generation.

Essential Tasks:

• Update website content
• Write blog posts
• Manage social media accounts
• Develop email marketing campaigns
• Generate leads
• Keep track of your website performance and content output, and metrics
• Design visual assets from branded templates

Some team members might also have specific skills in areas like graphic design, web development, or copywriting.  

A Web Specialist:

A web specialist is responsible for all the technical aspects of your website. That includes things like website design, development, hosting, and security. 

Their job is to ensure your digital storefront is running smoothly. They’ll also help you troubleshoot problems and guide website best practices. 

Top priorities include website design, development, hosting, and security.

Essential Tasks:

• Design and develop websites
• Manage website hosting and security
• Troubleshoot website problems
• Guide on website best practices

The Generalist Skills Needed for a Small Team:

Minimum skills required for a generalist include content creation, basic SEO knowledge, website content management, social media management, and email marketing. 

Familiarity with project management and design tools like Canva or Photoshop may also come in handy. And if you’re planning on doing any blogging, working knowledge of WordPress is a must.

In addition, it’s helpful to have at least some basic coding skills.

That will come in handy when you’re working on website updates or managing email campaigns. 

Soft skills like communication, organisation and time management are even more important than technical skills.

As a generalist, you’ll be doing a lot of different tasks. Being able to juggle all of them without dropping the ball is key.

Since most of your direct customer replies will be happening through email or project management software, they should be able to write clearly and concisely.

They must also be comfortable working with analytics and SEO tools such as Ahrefs, Google Analytics, and Moz. These will be your go-to tools for tracking website traffic and performance.

Medium-sized Digital Marketing Team:

You’ll likely have a mix of generalists and specialists on a medium-sized digital marketing team. The size of the team will determine how many of each you need. 

At a minimum, you should have one or two generalists and one specialist for each channel.

For example, if you’re focusing on SEO, you’ll need an SEO specialist. You’ll also need an email marketing specialist if you’re doing email marketing. 

In addition to the core team, you might also have a few freelancers or contractors you’ll be working with on a project basis. That can be helpful for things like website design or copywriting. 

The key to a successful medium-sized team is having a clear division of labour. Everyone should have a defined role and know what’s expected of them.

Creative Team:

A creative team is responsible for all the visual aspects of your digital marketing. That includes things like website design, graphic design, and video production. 

Their job is to ensure that your brand is represented consistently and effectively across all channels. 

Top priorities include branding, website design, graphic design, and video production. 

Essential Tasks: 

• Develop and maintain a consistent brand identity
• Design website templates and landing pages
• Create visuals for social media campaigns
• Design banner ads and other digital marketing assets
• Produce video content

Skills Needed:

The creative team will require diverse skills, depending on the channels they’re responsible for. 

At a minimum, they should be proficient in graphic design and video editing. They should also have a working knowledge of HTML and CSS. 

If they’re responsible for social media, they should be familiar with all the major platforms (Facebook, Instagram, Twitter, Snapchat, etc.) and know how to use them for business purposes. 

In addition, they should also be familiar with creative suite programs like Adobe Photoshop, Illustrator, and Premiere and project management software like Asana or Trello. 

The most critical skill for the creative team is creativity. They need to be able to come up with fresh ideas that will capture the attention of your target audience.

Content Team:

The content team is responsible for creating and curating all the written, audio, and video content on your website and social media channels. 

That includes blog posts, eBooks, infographics, podcasts, and webinars.

Their job is to produce high-quality content that engages and educates your audience. 

For example, social media agencies will often have a team of content creators who produce short videos or GIFs for social media. 

When building a content team, ensure they’re familiar with online management tools like WordPress, Facebook Creator Studio, YouTube Creator Studio, and Hootsuite. 

Skills Needed: 

The content team should have excellent writing and editing skills. They should also be familiar with search engine optimisation (SEO) and social media marketing (SMM). 

If they’re creating visual content, they should have a working knowledge of graphic design and video editing.

Content creators will be responsible for creating enough content to tell a cohesive brand story across all channels. 

They should be able to develop new ideas regularly and work well under pressure.

They also must be keen on editing — blogs, videos, social media posts, and infographics must be error-free before publication.

Their way of sharing your content through video, eBooks, podcasts, or blog posts will be original and creative. 

SEO Team:

An SEO team is responsible for optimising your website and content for search engines. 

They employ different techniques, including keyword research, link-building, and on-page optimisation, to help websites rank higher on search engine results.

The goal of an SEO team is to increase organic traffic to your website and improve your conversion rate. 

Top priorities for an SEO team include keyword research, link-building, and on-page optimisation.

Essential Tasks:

• Conduct keyword research
• Optimise website content for search engines
• Build links to your website
• Monitor website traffic and performance metrics

Skills Needed:

An SEO team should have a working knowledge of search engine algorithms and ranking factors. They should also be familiar with tools like Google Analytics and Search Console. 

In addition, they should have excellent writing and editing skills. 

The most important skill for an SEO team is strategy. They must be able to develop creative ways to increase your website’s visibility in search results.

• Strong technical, writing, and programming skills
• Writing, proofreading, and editing skills
• Familiarity with Google Analytics and other web analytics tools
• Working knowledge of HTML, CSS, and JavaScript
• Strategic thinking and problem-solving skills

Paid Media Team:

A paid media team is responsible for developing and executing paid advertising campaigns. 

They use a variety of platforms, including Google Ads, Facebook Ads, and Twitter Ads, to reach your target audience.

The goal of a paid media team is to generate leads and sales for your business. 

Top priorities for a paid media team include creating ad campaigns, managing budgets, and tracking results. 

Essential Tasks: 

• Create ad campaigns
• Manage budgets
• Track results

Skills Needed: 

A paid media team should have a working knowledge of paid advertising platforms. They should also be familiar with tools like Google Analytics and Facebook Insights. 

The most important skill for a paid media team is strategy. They must be able to develop creative ways to reach your target audience. 

• Working knowledge of Google Ads, Facebook Ads, and Twitter Ads
• Familiarity with Google Analytics and other web analytics tools
• Strong writing and editing skills
• Strategic thinking and problem-solving skills

PR and social media Team:

A PR and social media team manage your company’s reputation. 

They use various techniques, including media relations, social media marketing, and crisis communication, to build and maintain a positive image for your business. 

A PR and social media team aim to improve your brand’s reputation and increase brand awareness. 

Top priorities for a PR and social media team include media relations, social media marketing, and crisis communication.

Essential Tasks: 

• Manage media relations
• Develop and execute social media campaigns
• Handle crisis communication

Skills Needed:

A PR and social media team should have excellent writing and editing skills. They should also be familiar with tools like Google Analytics and Hootsuite. 

In addition, they should have a working knowledge of public relations and marketing principles.

• Strong writing and editing skills
• Familiarity with Google Analytics and other web analytics tools
• Working knowledge of public relations and marketing principles
• Strategic thinking and problem-solving skills

The big question for your PR and social media team is, “how do we engage the customer and create a lasting relationship?” 

Enterprise Digital Marketing Team

An enterprise digital marketing team is responsible for developing and executing marketing campaigns for a large company. 

A large enterprise team can expand its Creative, Paid Media, Content/SEO, PR, and social media into specific product-focused teams. 

Some companies will also have a separate team for each region or country they operate in, headed by project management teams.

Enterprise teams have 4 to 5 members, each with a specialised role.

While each team member has a specific focus and dedicated task, they all must align and coordinate to ensure a consistent brand message and strategy.

Creative Team:

• Head Creative Designer
• Visual Designer
• User Experience Designer
• Web Developer
• Video Production Specialist

Content SEO Team:

• Content Writer
• SEO Specialist
• Keyword Researcher 
• Technical Writer
• Optimisation Specialist

PR and social media Team:

• PR Manager
• Social Media Manager
• Community Manager 
• Media Relations Specialist
• Reputation and Brand Manager

Project Management Team:

• Project Manager
• Product Manager 
• Account Manager 
• Technical Support Specialists

The most important thing for an enterprise digital marketing team is to understand the company’s objectives clearly. 

They must be able to develop creative and effective marketing campaigns that align with the company’s goals.

2. Getting Your Digital Marketing Team Up and Running:

Now that you know the types of digital marketing teams, it’s time to get yours up and running. 

Here are a few tips to help you get started:

Prepare Your Teams

Before you start tinkering with your team’s structure or drafting job descriptions, you need to take a step back and assess your company’s needs. What do you want to achieve with your digital marketing efforts? 

Are you looking to improve brand awareness, drive traffic to your website, or increase sales? Once you clearly understand your goals, you can start building your team.

• Business Goals: If, for example, you want to use your digital marketing team to increase sales, you’ll need a team focused on generating leads and converting them into customers. Your team should include a mix of marketers, salespeople, and customer service representatives.
• Marketing Goals: Maybe your goal is to use your digital marketing team to improve brand awareness. In that case, you’ll need a team focused on creating and promoting content. Your team should include writers, editors, social media specialists, and designers.
• Your Overarching Marketing Strategy: Your team’s primary focus should be on executing your marketing strategy. But what exactly is your marketing strategy? In a nutshell, it’s the overall game plan for how you will achieve your marketing and business goals.

To develop an effective marketing strategy, you must first understand your audience, product, and competition.

3. Identify Your Skill Stack

Once you have a handle on the roles and responsibilities you need on your team, it’s time to start thinking about who will fill those roles.

To help you identify the skills you need on your team, take a look at this list of in-demand marketing skills:

You need two skills on your team: hard and soft skills. 

1. Hard skills are the ability to perform specific, measurable tasks. They’re usually easy to quantify and learnable through training or experience. Examples of hard skills include copywriting, web development, and video editing.
2. Soft skills, on the other hand, are harder to quantify. They’re the ability to perform tasks that require judgment, creativity, and personal interaction. Examples of soft skills include teamwork, time management, and communication. 

4. Formulate an Action Plan

By comparing your needs to the skills and experience of the people on your team, you should have a good idea of who’s best suited for what role.

Once you’ve identified the roles and responsibilities of each team member, it’s time to start putting together an action plan. 

Your action plan should include:

• A list of tasks that need to be completed
• The deadlines for each task
• The team member responsible for each task
• The resources required to complete each task
• A method for tracking progress

Are there gaps in your team’s skills?

If so, you may need to provide training or hire additional staff.

Do you have the resources you need to complete your tasks?

If not, you may need to reevaluate your timeline or get creative with how you allocate your resources.

Individual Training

Your team may need additional training in certain areas to effectively complete their tasks.

For example, suppose you have a team member responsible for creating and managing social media accounts but has no experience with social media marketing.

In that case, you may need to provide them with some training.

There are a few different ways you can provide training for your team:

• One-on-one training: You can provide training for individual team members by setting up meeting times to go over specific topics. 
• Webinars and online courses: You can also provide training for your team by sending them links to webinars or online courses. 
• In-person workshops and conferences: If you have the budget, you can send your team to seminars or conferences.

Advantages

• Likely to increase productivity in the long run as team members are better equipped to do their jobs
• It can help with employee retention as team members feel valued and supported
• More cost-effective than hiring new staff

Disadvantages:

• If you’re not careful, training can be a time sink with no guarantee of results
• Finding the right coach or instructor can be difficult
• It can be expensive if you’re sending team members to workshops or conferences

5. Staff Onboarding

Too often, marketers push onboarding to the bottom of their to-do list. But if you want your team to be productive from day one, you must prioritize onboarding. 

The first step in onboarding is to create an onboarding plan.

Your onboarding plan should include:

• A welcome message from the team lead
• An introduction to the company and the team
• A tour of the office
• An overview of the company’s values and culture
• An explanation of the company’s product or service
• A rundown of the team’s roles and responsibilities
• A list of resources that team members can use
• A schedule of when team members will receive training
• A plan for ongoing support

Qualities of a Good Onboarding Process:

• Purpose: The onboarding process should offer the new hire a clear understanding of their role within the company. It should also give them a sense of the company’s purpose and how their role fits into the bigger picture.
• Make it Personal: The onboarding process should be tailored to the individual. It should take into account their learning style, their level of experience, and their goals for the future. 
• Set Expectations Early: The onboarding process should set expectations early. The new hire should know what is expected of them regarding their job performance and behaviour. 
• Encourage Feedback: The onboarding process should encourage feedback. New hires should feel like they can give input freely without fear of retribution.

6. Finding the Right Digital Marketing Talent

Your network is the best place to start. Talk to your friends, family, and colleagues. See if they know anyone who might be a good fit for your team. 

Freelancing websites are also a great place to find digital marketing talent.

Websites like Upwork and Fiverr allow you to post job listings and receive proposals from freelancers worldwide. 

You should also try posting a job ad if you still have trouble finding digital marketing talent. When writing a job ad, be sure to include:

• A clear job description
• A list of the required skills and qualifications
• A detailed explanation of the company’s culture and values
• An attractive salary and benefits package

Alternatively, consider working with a staffing agency. Staffing agencies specialize in finding talent for businesses.

They’ll match you with candidates with the skills and qualifications you’re looking for. 

7. Start Hiring for Different Roles

We’ve talked about the importance of building a team of digital marketers. But what roles should you hire for? Here are a few ideas:

Leadership Roles:

The first step in building a digital marketing team is hiring a team lead. The team lead will manage the team and ensure everyone is working towards the same goal. 

Among the people to hire is a chief marketing officer (CMO), marketing director, or vice president.

The CMO will be responsible for setting the direction for the marketing team and ensuring that all of the team’s efforts are aligned with the company’s overall goals. 

The marketing director will be responsible for managing the day-to-day operations of the marketing team.

They will oversee the team’s projects and ensure they are completed on time and within budget.

Content Marketing Role:

The next role to hire is a content marketing specialist. The content marketing specialist will create and manage the team’s content.

That includes blog posts, social media posts, e-books, and Whitepapers. 

The content marketing team consists of:

• Content marketing managers: Content marketing managers are responsible for developing and managing the team’s content strategy. They will also be responsible for assigning tasks to the team members and ensuring all the produced content is high-quality and on brand. 
• Content writers: Content writers are responsible for creating the actual content. That includes writing blog posts, social media posts, e-books, and Whitepapers. 
• Content editors: Content editors are responsible for editing the team’s content. They will ensure your content is free of errors and that it meets the company’s editorial standards. 
• Content marketing assistants: content marketing assistants are responsible for helping the team with various tasks such as research, data entry, and more.

SEO Specialist Role:

The next role to hire is an SEO specialist. The SEO specialist will be responsible for optimizing the team’s content for the search engines.

That includes keyword research, link building, and more. 

PPC Specialist Role:

The PPC specialist will be responsible for managing the team’s pay-per-click campaigns.

That includes creating ad copy, managing bids, and more. 

Social Media Specialist Role:

The social media specialist will manage the team’s social media accounts.

That includes posting content, engaging with followers, and more. 

Email Marketing Specialist Role:

The next role to hire is an email marketing specialist.

The email marketing specialist will manage the team’s email marketing campaigns.

That includes creating email newsletters, setting up automation, and more. 

Analytics Specialist Role:

The next role to hire is an analytics specialist.

The analytics specialist will be responsible for tracking the team’s progress and measuring the results of their digital marketing efforts.

That includes setting up Google Analytics, creating reports, and more.