Structuring a Marketing Team: The Key to Success – a Team with a Finger in Each Pie
In a recent meeting, someone said, "A marketer has their finger in all the pies," and we couldn't agree more. However, let's delve deeper into what those fingers are actually doing in those pies. Contrary to merely extracting and taking, marketers are like skilled chefs who carefully test the ingredients, deciding what to share with their team and which aspects will add value to the final dish.
Unveiling True Marketing Excellence
Marketing is not just about creating campaigns, tracking customers, monitoring conversions, and generating leads. While these aspects are crucial, true marketing excellence lies in understanding the business inside out. Only then can marketers gather the right ingredients to create a compelling message and creative campaigns that deliver the best return on investment - yielding not just a high volume of leads but also ensuring quality and strong conversion rates.
The Importance of a Marketing Director
Our Property Marketing Survey in 2021 revealed that 52% of respondents lack a marketing position on their Board. This absence of a strategic marketing mindset in the room where the business's direction is shaped creates a void in effectively communicating objectives to employees and customers alike.
Mindset is key in building an executive team that covers all areas of your business. With perspectives from your Operations Director, Finance Director, HR Director, and Commercial Director, you address various aspects of efficiency, analytics, talent, and market engagement. However, without a Marketing Director, who is considering the needs of your customers and ensuring that all your efforts in running an efficient operation are effectively communicated to your target audience? This missing link is crucial. Without someone guiding the communication strategy right from the business' inception, the world may remain unaware of your greatness, akin to having the internet without a device to access it.
The Essential Tasks and Skills
If you're already convinced of the value a marketing team brings, it's time to consider what you need in such a team. Start by listing the essential tasks, such as website management, content development, integrated campaign management, B2B and B2C marketing, regional and national campaigns, agent management, sales team support, data and analytics, graphic design, social media, and PR.
Once you have a clear understanding of your goals and where success lies, you can determine the necessary skills for your team. Some tasks may require in-house expertise, while others could be outsourced. Nevertheless, it's crucial to ensure an integrated approach that works across all relevant channels, just as it's vital for your marketing team to collaborate with other departments like operations, finance, development, acquisitions, and sales. The magic happens when your marketing team, from managers to juniors, spreads their fingers into all aspects of the business. By doing so, they deliver exceptional experiences for customers, communicate your company's strengths, and build a trustworthy brand that resonates with your audience.
If you need assistance in reviewing your marketing strategy or team structure, The Property Marketing Strategists are here to help. Contact us today.