Business Tips

How to build a digital marketing team structure in 2024

October 05, 2022

A company cannot survive without a strong market presence. The more recognizable your brand is the better your business performs. The right marketing team executes your ideas and strategies to perfection. However, today the challenge is to choose the most suitable digital marketing team structure for your business. Choosing the people with the right skills is just the beginning. More importantly, consider whether you need in-house or freelance team members, and what combination would benefit your company the most.

After picking out the team members, think of how small or big your team needs to be. Consider the number of people working on a task, how much money you are willing to invest, and what the return on advertising (ROA) would be. After you settle all of these factors, you can finally establish your team. According to HubSpot, SEO optimization, content marketing, social media and the like are all widely used solutions by marketing professionals in 2022. The right team and the right solutions will create the perfect structure for your company.

What is a digital marketing team structure?

A typical marketing team has several objectives, depending on different factors. Primarily, the marketing team is concerned with the development of the brand’s e-reputation and generating and retaining qualified leads. Often a marketing team is also concerned with the web management, and the social media profile of the company.

Each member must clearly understand the expectations. To do this, the implementation of a roadmap can be effective. This allows for greater understanding and clarity of expectations. This roadmap, coupled with the KPIs, will be a simple and effective method of prioritizing the objectives. It can be useful to develop a “sprint” strategy in order to really know what to work on for a specific objective. These goals help to build the confidence of team members and, therefore, to improve.

The company’s visibility and e-reputation are also the responsibility of the marketing department. This is why it is not uncommon for marketing to deviate from the conventional in order to be more autonomous. This is where marketing comes in to implement the digital transformation of the company. It is important to have a diversity of skills within the digital marketing team structure to cover a wider range of marketing.

How to create a good digital marketing team structure?

Creating the perfect structure can be a challenge, and yet if you follow these key stages closely, you will be able to surmount most of the obstacles really quickly.

Define a work strategy

This strategy will clearly explain the work to be done and the different ways to achieve it. First, you need to ask yourself a few questions. What is the main objective? How to achieve it? What is the deadline? What are the different supports to put in place? Before embarking on any project, it is necessary to anticipate and analyze the potential difficulties in order to respond to them as effectively as possible. Maintaining good relationships will be essential for the smooth running of the project. The atmosphere must be fun. The marketers very often work together and you have to be able to relax the atmosphere.

Choose the right collaboration tool

Since the arrival of remote work in our daily lives, communication has become essential. You will need to set up marketing tools to carry out your project. A management tool will allow you to maintain collaboration in one place, share documents, and work together. You can simply use a shared drive or even Slack for your internal communication. There are options for all budgets and types of projects, but the conclusion is clear: eliminate wasted time as much as possible to focus on the objectives. You have to be extremely efficient to work in marketing.

Measure efforts

Defined at the start of the project, the performance indicators will be vital throughout the project. The implementation of a document, grouping together the various analyzes and KPIs make it possible to control the proper functioning of the project. This will also help motivate teams to achieve their goals. You will be able to adapt your external communication according to the data on your customers and prospects.

Control and improve

Error is human, so it will be an integral part of your project. But the important thing is to identify errors in order to correct them. The project manager must be able to bounce back and re-motivate his team to focus on the final objective. It is thanks to these incidents that your project will be all the more efficient. It is by using these errors that you will be able to improve.

Who are the marketing team members?

A digital marketing team structure differs from one company to the next. Each business decides on the details of the structure. A role may or may not be more detailed depending on the needs of the business. This list of different positions is not the same for all companies. Depending on the resources, there may be more positions or, more usually, a person who occupies several positions.

Marketing Manager

At the head of the division, the marketing manager will need great managerial skills to lead the various projects. In addition to defining the missions and distributing the tasks, the manager will have to supervise his entire team. It is necessary for him to have extensive training in marketing analysis and management, and to be directly linked to the CEO and the other divisions. This is especially relevant during new products and the launch of larger endeavors.

Data Analyst

A data analyst analyses data sets to find ways to solve problems relating to a business’s customers. A data analyst also communicates this information to management and other stakeholders. The employment of these individuals encompasses many industries, such as business, finance, criminal justice, science, medicine, and government. Role of a data analyst can be defined as someone who has the knowledge and skills to turn raw data into information and insight, which can be used to make business decisions.

SEO Specialist

A Search Engine Optimization (SEO) Specialist analyzes, reviews, implements changes, and most importantly optimizes websites for search engines. Optimization refers to better traffic, or simply put more visitors to your website, by ranking your website higher on the engines. The SEO specialist follows through each step of your content from its conception to its online distribution. For these reasons, in a modern digital marketing structure, this role is not only necessary but essential.

Graphic Designer

By doing social media management, you will need visuals to illustrate your posts. Whether it’s a video, a GIF or an image, these elements are essential for your publications. The graphic designer must master the tools of the Adobe suite (Photoshop, Illustrator, XD…), and they need technical expertise and creativity. Often in contact with the social media manager, the designer will have to anticipate the posts to better prepare his visuals.

Social Media Manager

Social media managers control everything linked to your online presence. They can create and manage content, data, customer surveys, or any other project or campaign. Their work goes far beyond posting on social media. Most of the time they:

Set social objectives and analyze them.
Define campaigns and communication strategies.
Publish and analyze posts on social networks.
Promote content and improve brand image.
Monitor the competition and the market.
Collaborate with other services to adapt its content.

Project Manager

The project manager is the person in charge of leading a project and managing its smooth running. In general, without being systematic, they lead a team for the duration of the project(s) for which they are responsible. All project managers deal with notions of responsibility by practicing project management skills, having good interpersonal skills, as well technical knowledge in the fields of the concerned activity.

The term applies in various sectors, such as translation and interpretation, urban planning, regional planning, construction, industrial engineering, software, marketing, and communication, for the design or modification of products, services, systems, or the implementation of new processes or approaches (for example the quality approach, the improvement of productivity, or the management of customer relations).

Conclusion

Simply put, each digital marketing team has a different structure, but they are all essentially the same. Each team structure needs a range of very diverse resources in order to cover as many missions as possible. Whether there are two or ten members, with an exorbitant budget or not, with the right structure, you will be able to succeed in relevant and effective projects to make your business live on the internet and increase your sales significantly.