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The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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“One of the 11 Marketing Books every CMO should read.” — Forbes

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Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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"Marketing Team Roles & Structure:" The IMPACT Show Ep.18 [Show Notes]

"Marketing Team Roles & Structure:" The IMPACT Show Ep.18 [Show Notes] Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

September 8th, 2017 min read

Hiring the right person can be a long, trying process.

Whether you're searching for your first marketing hire or building out a team of 9 or 10 people, you'll want to find the right person who is passionate about your industry and shares your company's values. 

In this week's episode of The IMPACT ShowBob and our guest, Chris, discussed this, as well as Google and whether it ranks larger sites better,  and a new software we're loving Automagical.

Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording.

Enjoy and make sure to share with your peers! 

Like what you saw? Make sure to subscribe for email reminders and give us a review on iTunes.

Have feedback or questions? We’d love to hear it. Comment on this blog or email us at show@impactplus.com

Note: You might have noticed that Nick wasn't able to join us. Long story short, there was some misplaced car keys and people locked out of cars. (Life happens when you're on live! haha) So, we had a last minute fill in; Chris Duprey our COO. 

Digital Marketing News

Where each week, we share one thing from the world of digital marketing that caught their eye and found interesting to share.

Does Google Rank Large Sites Better?

Our friend, Franco Valentino shared this article with us about the question… does Google rank larger sites better than smaller sites?

  • This is a common belief by SEO experts
  • John Miller, Webmaster Trends Analyst at Google, however, says that is not by design.
  • He recently tweeted: "Focusing on fewer pages can lead to #awesomeness. Any script can make millions of pages, only you can make great pages."
  • The more pages you have, the more chances you have to rank for more keywords, which we know. The issue is, Google cares a lot about quality, so if those pages aren't built well and have unique and compelling information, then it won't rank it well and might not even index them.
  • Read More Here

Automagical

  • We were introduced to Automagical by my friends at DigitalMarketer
  • The software allows you to turn your blog posts into videos in 5 minutes using AI
    • It goes through your article using AI, identifies the most important points of the article, and adds those words to a video, picking out music and images for the background.
    • It handles everything from creating and editing the video to implementing the creative assets. All you need to do is suppy the content.
  • Not too expensive. Their main plan < $100 / mo. and gets you 10 videos.
  • Learn More Here

INBOUND Updates

IMPACT will be there the entire week, and four of our team members are speaking:

  • Bob: “Your employees need to see their future at (you company here)” - His 6th time speaking at INBOUND
  • Nick: “HubSpot Reboot: 5 Secrets Successful Marketers Wish They Had Known the First Time Around”
  • Liz Murphy: “How to Create a Content Style Guide for Your Business”
    • Which we also have an article about here!
  • Carina Duffy: “10 Things We've Learned from Doing Over a Hundred Website Throwdowns”

You can also find us in Club INBOUND where we'll be doing in-person Website Throwdowns. And if you're attending INBOUND, get your website critiqued (and get some awesome free prizes), by reserving your spot here.

Main Topic: “Marketing Team Roles & Structure”

Before we dig in, start thinking about how the things we’re talking apply to your company. If you have any challenges or questions that you want us to address, leave a comment or send us an email to show@impactplus.com. We’ll get to as many as we can either at the end of the show or during next week’s episode.

This is something that Bob and Chris are working together on, so that as we grow we have the right structure. If you go back a year ago, we were 25 people or so and in a month we're going to be 40. We're looking at the structure of our sales and marketing team as well as our client services team. 

Based on research and what we're doing, we're outlining how someone should structure their marketing team and what roles should the team consist of. This is also something that Mike Volpe talked about at IMPACT Live and if you're a member of IMPACT Elite the video for his session will be available there in the next couple of weeks.

What Should Your Marketing Team Look Like?

  • If your marketing team is one person
    • What skills do they need to have:
      • Mike says core 4 skills are: digital, analytical, reach, and content
        • Digital meaning that they can use digital platforms as well as being digital minded and understand the web. And, might even know a little about coding.
        • Analytical meaning they can get the data they need and interpret that data and use it to make marketing decisions.
        • Reach meaning they have the ability to grow an audience and have their own social following.
        • Content meaning they can build good content for the brand. As well as being strong writers.
      • What else would I look for in my first marketing hire?
        • They should share the same values as the organization and a have passion for the industry and what your company is doing.
          • Jim Collins, "Nothing great happens without passion."
        • Another skill your first marketing hire should have is leadership qualities. You'll want to hire someone that will be able to lead that department as it grows.
          • When looking for someone with leadership qualities, look for someone that you have to pull the reins back on, rather than having to push them forward.
          • Also, look for a track record and identify what they actually accomplished in their previous roles.
            • Ex. tell me about a time when you did this.
  • If your marketing team is 4 people
    • One person is the leader
    • Divide responsibilities by funnel
      •  Mike also brings up a good point that you need different skills at different parts of the funnel
        • Attract: blogging, writing, social, SEO, design / creative
        • Convert: optimization, nurturing, analytics, lead scoring
        • Close: product expertise, product launches, persuasion, user testing
    • How we do it
      • Attract - top of the funnel
        • We have three people:
          • Ramona - Blogging, SEO, Email
          • Christine - Design/Development
          • Kyle - Video Content
      • Product marketing/bottom of the funnel
        • Convert and Close
          • We have one person: Liz
  • If your marketing team is 9 people
    • Majority will probably still be focusing on brand awareness. Just a few people focusing on converting and closing.
      • It's to understand how much someone can be accountable for.

Next Steps:

We would love your comments! Feel free to send us an email or comment on the Facebook thread. 

If you really liked it, please give us a 5-star review on iTunes. Review offer: We have a special price for the first 10 people to leave us reviews on iTunes (hopefully 5-stars). After you do, send us an email at show@impactplus.com so we know it’s all set.

Join Us Next Week! 

We'll be back again next Thursday, September 14th at 1:00 PM ET. Want to get reminded? Drop us your name and email address below and we’ll make sure you’re notified before the broadcast every Thursday!  

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