In a survey we did in collaboration with Sirkin, we found that a quarter of the marketers dedicate over 50% of their time coordinating and planning across their marketing communications teams.
An old adage emphasizes the importance of planning by equating failure to plan to planning to fail, which is indeed true. But spending half of your time planning and coordinating screams inefficiency.
Nonetheless, without an ideal marketing communication structure, it’s possible to waste even more than half of your time managing the teams. Ideally, strategic marketing communication is essential for conveying the right brand message throughout – without which inefficiencies are bound to plunge you into a rut.
Clearly, spending almost half of your time coordinating teams shows something is not right. A practical marketing team structure should be fluid, enabling you to stage campaigns and realize your marketing strategies efficiently.
So, how does an ideal marketing communications team structure look like? Let’s find out.
Constituting an Ideal Marketing Communications Team Structure
Traditionally, companies have rolled with a structure that split the marketing function into several departments – public relations, account management development, production, etc. While this has been an established style going back many years, it has proven inefficient as it causes silos within the marketing function.
Ideally, an ideal marketing team structure should take a more integrated approach. I.e., it can comprise members with varied skills and capacities, all working together as one team.
The members need not be in-house. They can be a mix of full/part-time employees, freelancers, contractors, etc.
That said, here are the teams you should have:
- Web design team
- SEO (search engine optimization) team
- Acquisition team
- Product marketing team
- Content creation team
- Social Media Team
Web Design Team
Perhaps, this is the most key team in your marketing function. They help present your digital communications to the target audience in an appealing and interactive way.
From designing webpage layout, solving code issues, updating the website, and creating backup files, the team is responsible for grooming your online image.
Essentially, the design team ensures that your website runs smoothly and the visitors experience your brand the way it’s intended.
The team must be proficient in website design so that the website functions smoothly round the clock. If the site offers a poor user experience, your marketing efforts may be greatly compromised.
Among other responsibilities, they must ensure the design is attractive, provide easy navigation, ensure content is displayed immaculately, and the site is responsive across multiple devices.
They should also stay on top of the daily site engagements and fix any issues that arise promptly.
Some of the roles on this team may include:
- Web designer
- Web developer
- Back-end developer
- Front-end developer
- Graphic designer
- UX/UI developer
SEO (Search Engine Optimization) Team
The SEO team is responsible for getting you discovered online. Whether through your website or social media pages, they ensure the sites plus the content published on them are optimized for search.
Generally, the SEO team implements the brand’s search engine optimization strategy. Among other things, they collaborate with the content creators and web designers to ensure all pieces of content published online incorporate relevant keywords.
SEO best practices keep on changing, and these professionals help your marketing team stay current to avoid losing your authority on SERPs.
Though there are SEO tools that you can utilize to optimize your online presence, the expertise of an SEO professional is invaluable.
At the end of the day, you stand to gain more by engaging a dedicated team of SEO experts who can experiment with various SEO hacks to rank your pages better and increase your organic traffic or paid reach.
The team can be in-house or outsourced, depending on your business size and hiring policies.
Some of the roles on this team may include:
- SEO strategist
- On-page SEO specialist
- SEO copywriter
- Off-page SEO specialist
Lead Acquisition Team
Traditionally relinquished to the sales team, the lead acquisition role is now shared between the marketing and sales team.
Essentially, the marketing team attracts and engages prospects and then nurtures them until they’re willing to transact with the business. Then they pass those leads to the sales team, who convert them into customers.
Ideally, the team focuses on delighting the customers. So they package strategic marketing messages to introduce the brand to them and compel them to engage with it.
To the lead acquisition, your products are the best thing that can ever happen to the prospects, and they leave no stone unturned to convince them.
Whether through social media channels, email marketing, or websites, these guys dedicate themselves to making your brand stand out, and woo prospects.
Roles on the acquisition team may include:
- Customer acquisition specialist
- Lead acquisition specialist
- Content acquisition manager
- CRO (conversion rate optimization) specialist
Product Marketing Team
Product marketers play a core role in marketing. They’re the reason your products get noticed or ignored on the shelves.
They know how to package powerful product messages to shape buyer opinions and influence their decisions.
Among other things, the team outlines product features and benefits in a precise but punchy manner to make them memorable. The team researches the customers to package the product messages in a way that speaks directly to them and answers their questions.
Does reading through your product labels and pages make prospects nod their head and cart the product away? These are the specialists behind the compelling (and kind of comforting) product descriptions.
Products that turn into household names do so primarily because of the product messages used in marketing them. As much as their quality may be above reproach, in most cases, there are similar-quality products that do not get anywhere near the fame and glory of those ‘household names.’
Essentially, the product marketing team gives both your existing and new products their identity. And the stronger the messages are, the better the products should fare.
Some roles in the product marketing team include:
- Brand specialist
- Product manager
- Product marketing specialist
- Product marketing manager
Content Creation Team
The content creation team is responsible for producing high-quality content consistently for continued brand engagement. They work in collaboration with other teams to ensure consistency in brand objectives.
Guided by a content strategy, the team keeps your brand relevant through informative posts. They employ a mix of content types—blog posts, videos, infographics, webinars, white papers, case studies, eBooks, and podcasts—to captivate the audience and create brand awareness.
The team also utilizes different content management tools to optimize its efforts. For instance, they may employ scheduling and communication tools for efficient content distribution.
Overall, the content marketing team is at the forefront of raising brand awareness and building customer relationships. And they too can be in-house or outsourced.
Roles on these teams may include:
- Head of content
- Content creator
- Video editor
- Creative director
- Video production specialist
- Staff writer
Social Media Team
With various platforms (Facebook, LinkedIn, Twitter, Instagram, TikTok, Pinterest, etc.) presenting unique opportunities, it requires social media experts to test and experiment to identify the platforms that suit a brand.
Moreover, they create social content that resonates with different audience segments.
Generally, the social media team knows how to stage successful campaigns, set up the analytics, and analyze the metrics for optimization. The team is also central in shaping customer experiences through their interaction with the followers.
Some roles on this team may include:
- Social media manager
- Account manager
- Digital marketing specialist
- Social media executive
In summary, albeit possessing unique skills, the roles of these six teams are closely related. They are like strands that weave together to form one strong rope—the marketing communications team.
A lag in one of the teams can impact the entire process (customer journey) negatively. Hence the importance of integrating the marketing communications function cannot be overemphasized.
Through integration, the chief marketing officer collaborates with the communications manager and other team leaders to execute the marketing communication strategy efficiently. This way, they’re able to:
- Execute the brand’s marketing plan
- Align marketing campaigns with digital marketing strategy
- Establish brand awareness and build online reputation
- Increase social reach
- Liaise with all stakeholders through cross-functional collaboration to execute strategic communications
Execute Flawless Marketing Communications Team Management With Welcome
Wondering how to get all those teams to work seamlessly? Your worries are not unfounded.
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