Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
September 8th, 2017
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.
Have feedback or questions? We’d love to hear it. Comment on this blog or email us at firstname.lastname@example.org
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.
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 email@example.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.
We would love your comments! Feel free to send us an email or comment on the Facebook thread.
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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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