As a small business owner, you have a lot to worry about each day. You’re probably forced to wear so many different hats during the day. That you may not think you have the time to put together a full-fledged digital marketing team. There is good news, though. It is indeed possible to develop a marketing dream team for your veteran-owned business.
All you have to do is follow the quick, easy steps below…
STEP 1: Understand the structure of a typical digital marketing team
The first step to develop a marketing dream team is to understand each individual roles. At the outset, you may only have a single person assuming several different responsibilities.
However, as your veteran-owned business grows, you can begin to hire more members of your marketing team.
Here’s a brief list of the three major functions within a typical digital marketing team:
Sounds simple, right?
There are only three major functions that you need to worry about. As the team gets larger, you may need to hire a director or VP of marketing.
But at the outset…
The first group you will need to hire to develop a marketing dream team will comprise of the content team. This content team will be responsible for creating new blogs posts. Along with developing video content and creating new podcasts.
But you can’t just create new content and expect that it will start to result in new sales, right?
That’s why you will also need to hire an acquisition team. The members of this acquisition team will be in charge of bringing in new leads. And ensuring that the content is doing a good job of resonating with your core audience.
Your goal is to have a regular flow of new leads coming into the business.
From there, you’ll also need to hire a monetization team. As you might have guessed, these individuals are in charge of monetizing your content.
Remember, you’re trying to transform leads into paying customers.
STEP 2: Create the right job descriptions and KPI’s
Each of these roles – content, acquisition, and monetization – requires the right job descriptions. This ensures that you are bringing in the very best candidates.
The best job descriptions will be comprised of the following five elements:
- General information
- Job purpose
- Key responsibilities
- Personal characteristics
Thus, a typical job description will lead off with a brief summary of the role and the type of company. Then it will address which of the three key functional areas – content, acquisition or monetization – it is designed to fill.
From there, it will highlight (usually in bullet format) what this person is expected to do. And how their work feeds into the broader marketing goals of the organization.
Then you will need to create the Key Performance Indicators, also known as KPI’s. You can think of these as the criteria used to judge success.
The acquisition team, for example, will have KPI’s related to how many new leads and customers you are acquiring. The monetization team will have KPI’s related to the overall sales goals.
Finally, you will need to think of the personal characteristics needed for success in the job. Here is where your experience as a military veteran can really pay off. You can mention the core values that matter most to you. And that has been informed by your own military experience.
STEP 3: Create a work environment that promotes the success of your team
The best thing you can do as a small business owner is to create the right environment for success. This can mean different things. Depending on what type of small business you run.
But, at the very least, it means ensuring that your team has the right resources for marketing success. That might mean human resources as well as financial resources.
Here is where a military analogy will make things clear:
You wouldn’t send your military unit into combat knowing they faced uncertain odds against a superior enemy. No, you’d make sure that every single team member knew the parameters of the mission. And how you defined success. You’d ensure that every team member was supporting every other team member.
That’s the same kind of environment you need to create for your marketing team.
Sure, it’s possible to promote a ruthless, “up or out” philosophy, where only the very best survive. That might work over the short term. But it’s not a good way to create lasting, long-term value.
As soon as another rival company dangles a slightly higher salary in front of them, they’ll likely be gone.
STEP 4: Develop an onboarding process
The onboarding process is very different from the hiring process. The hiring process describes everything that happens until a person officially enters the doors. The onboarding process describes everything that happens in the first week or two after hiring.
While all employees are expected to “hit the ground running” on Day 1. It’s also true that you need to take time educating these employees. They need to know about the mission, goals, and values of your organization.
Also, they need to see and meet the other parts of your organization. So that they will know who to turn to for help when they need it. They need to meet the other people on your team and see what’s really expected of them.
This four-step process describes how you can develop a marketing dream team for your veteran-owned business. And you can do this even if you suck at marketing.
You just need to understand the three major functional roles of any marketing team.
Content. Acquisition. Monetization.and then think about the types of characteristics and KPI’s that are needed for success. When all of that is combined with a business culture that rewards hard work and teamwork, you will have the basis for long-term marketing success.
Then think about the types of characteristics and KPI’s that are needed for success. When all of that is combined with a business culture that rewards hard work and teamwork. You will have the basis for long-term marketing success.