14 Essential Roles to Fill When Building Your Marketing Department

Building a dedicated marketing team for your business will help bring your marketing efforts to the next level. When hiring for this department, you’ll want to consider the different tasks and responsibilities, and then create the right roles to ensure success. To learn more, we asked a panel of Young Entrepreneur Council members the following question:

“What is one particularly important role to fill when building a marketing division? Why is this position so crucial?”

Marketing Department Roles

Here’s what YEC community members had to say:

1. Project Manager

“Every phase of your marketing cycle should have a project manager leading that vision your team designed. When you want to hire for this role, you should consider promoting from within your company. Chances are, your veteran employees understand the processes and how to take advantage of all of the tools at their disposal.” ~ Chris ChristoffMonsterInsights

2. SEO Specialist

“SEO specialists can help you rank for keywords on your website, but they can also help you create marketing material that is helpful for social media search engines. A specialist can also help get more eyes on a specific piece of content while improving your visibility on the platform as a whole.” ~ John TurnerSeedProd LLC

3. Analytics Specialist

“Given the investment you’ll make in various marketing initiatives, it’s important that you have someone who’s data-driven and fluent in analytics so they can parse between underperforming and overperforming campaigns. Ideally, they’ll be able to pinpoint the shortcomings of different projects and provide targeted recommendations for improvement or pauses. They’ll also scale winning campaigns.” ~ Firas KittanehZoma Mattress

4. Creative Head

“Your creative team will shape how people feel and think about your business online. After all, all people have to go by is your content, as well as your logo, brand colors and website presentation. Your creative lead will create graphics that embody your business values and work. They also need to make it consistent across all channels, making them a key part of your marketing team.” ~ Syed BalkhiWPBeginner

5. Writer

“A solid writer is an important part of any marketing team. Just think about all of the different channels you need to write for: your website, blog, social media posts, email marketing and so on. A good writer will be able to create content that resonates with your target audience, encourages consumers to take action and helps grow your business.” ~ Thomas GriffinOptinMonster

6. Brand Manager

“A brand manager is responsible for how people view your business from the outside in. They will advise you on colors, themes, and more and on keeping it consistent. Having a brand manager is important because they will help you create a unique voice that leaves an impression on people. In a world with so many competing and similar products, you need to depend on your brand image to stand out.” ~ Blair WilliamsMemberPress

7. Content Strategist

“We often see marketing as this kind of content hose. Make this, write that, post this, share that. Content is key in a strong marketing team, but the role many employers forget is that of the strategist. Many CEOs believe “we’re good on strategy—I handle that,” but the fact is marketing strategy is very different than business strategy or growth strategy. Make room for this on your team.” ~ Matthew Manosverynice

8. Marketing Analyst

“An expert in analytics is key. Every audience is different, so you can have great strategists and those implementing the strategies across social media platforms or in marketing campaigns elsewhere, but if someone isn’t checking to see if the marketing is working, then everyone is wasting their time. Have a data-driven analyst on your marketing team to share results with the rest of the team.” ~ Diego OrjuelaCables & Sensors

9. Influencer Specialist

“In every division, you need to hire someone who is actually the target market. For you to understand the mindset of the customer, you need to hire someone who actually belongs to the market. We may have the best of the bests in the team, but without the knowledge of someone who is actually the target market of the brand, all efforts are useless. An influencer is a perfect addition to the team.” ~ Daisy JingBanish

10. Social Media Manager

“Hire a social media manager. You will need someone specifically dedicated to managing the media content that your business shares on all the various platforms. You will need someone that not only understands the content you have to share, but also the audience you are targeting and how to be creative in building engagement.” ~ Matthew PodolskyFlorida Law Advisers, P.A.

11. Marketing Innovator

“New marketing channels are popping up all the time and sometimes the channels you think will work, won’t. You need a marketing leader that’s got experience in the marketing channels you feel like you need to be in, but also one that understands new marketing trends and isn’t afraid to test different channels to find something that works. New marketing trends open up new opportunities.” ~ Andy KaruzaFenSens

12. Marketing Director

“It’s important to have someone on your team who understands your marketing mission and knows how to get you there. A marketing director is someone who can take the vision of your company’s brand and be able to communicate it successfully across all platforms through words and images. This person should be a creative, out-of-the-box thinker who can help elevate your product to the next level.” ~ Stanley MeytinTrue Film Production

13. Content Lead

“Above your writers, you have content leads. They’re responsible for tracking your progress, approving your content calendar and getting new publications. It’s crucial to have this position filled for your marketing division or else you won’t know how your content is performing and how it’s impacting your business.” ~ Stephanie WellsFormidable Forms

14. Marketing Operations Specialist

“Think of a marketing operations role as an internal Swiss Army knife. This non-client-facing role is cross-functional and understands every facet of the business, from sales to product. MarkOps does not manage people but rather acts as the glue and resource lead for the marketing team. This is the biggest difference between a marketing manager and a marketing operations role.” ~ Jared PolitesLaunchTeam

The post 14 Essential Roles to Fill When Building Your Marketing Department appeared first on True Film Production.

How to Shift to Virtual Events During a Coronavirus Outbreak

Are you scrambling to cancel travel arrangements for industry conferences? If so, then you’re not alone. Recently, many trade shows converted their onsite plans into virtual events. Facebook cancelled its F8 software developer conference. Google switched to a virtual event for Google Cloud Next 2020. Plus, the city of Austin, Texas axed SXSW. The coronavirus has people scrapping travel itineraries and signing up for online sessions. Instead of a crowded expo floor, they watch live product demos from their homes or offices.

But, where does this leave event marketers? After all, you had a strategy to entice event-goers to invest in your product. Don’t dump your plans. Rather, showcase your products and story with engaging virtual events.

Learn how industry leaders shift to remote events to avoid losing a captive audience. Then, get tips on how to create a virtual conference. A great plan maximizes attendance, improves customer experience, and generates leads.

Virtual Events: Coronavirus and Company Responses

Online events aren’t new. But, turning a large conference into a remote event within hours or days is fairly novel. These industry events had a backup plan ready to put into action. For example, organizations like the Open Compute Project (OCP) turned its Global Summit into a virtual event. Attendees take part in one-on-one sessions and a slew of activities from anywhere in the world.

The Geneva International Motor Show canceled its Switzerland show. Instead, they’ll offer pre-recorded and livestream press conferences. Attendees can view the latest debuts at their convenience.

Domopalooza canceled its event saying, “We made the decision to transform Domopalooza 2020 from an in-person event for 3,000 people in Salt Lake City, Utah, to one that is 100% digital.” Their virtual event includes breakout sessions and keynotes in an online format.

Lastly, IBM’s Think conference also goes digital this year. The company combines locally-hosted activities with virtual events. It includes livestreaming content and interactive sessions.

These are only a handful of industry conferences canceled within days of each other. But, where does that leave companies that count on trade shows, summits, and conferences? Well, for agile businesses, it’s time to plan for your own immersive online experience.

How to Create Online Events That Generate Leads

Let’s face it. You head to a conference for many reasons. Yet, your main motive is to gather leads. Without that face-to-face aspect, how can you get emotional buy-in from remote attendees? There are a few strategies to tackle here. Must-haves for your virtual events include:

  • Goals to guide your event
  • Compelling messages and a unique story
  • A format emphasizing customer experience
  • Professional video design and production

Before heading to any event, you’ve already calculated your ROI. You know who your potential customers are and what they’re looking for. Pivot towards tactics that work for virtual events. Forget stagnant PowerPoint presentations. Drop the stale pre-recorded speeches from your CEO. Instead, deliver a powerful experience to your remote audience.

Virtual Event Planning and Production

So what do the best virtual events include? Event marketing is all about putting yourself in the shoes of your customers. They were pumped to hit the road and see live product demonstrations. Many had a list of questions to ask during your Q&A sessions.

Moving to an online experience means adding new benefits and even more value. To do that, you’re going to use technology to pull your audience in. Then, deliver an experience that makes your potential clients thrilled to be at home.

Best Virtual Event Ideas and Examples

Your audience already accesses webinars and spends a great deal of time online. Switching to a virtual event isn’t a big jump. But, organizations develop unique ways to increase attendance and engagement. Let’s look at how industry leaders pivot to online events to captivate a global audience.

Some combine local events with online offerings. For instance, a participation party puts your virtual event onscreen in conference rooms across the country. It gives attendees the freedom to choose their location without gathering at a large event.

Industry conferences incorporate interactive multi-session activities with webinars and pre-recorded videos. For best results, focus on an audience that’s already shown an interest in your products and services. Think about what they need from you to take the next step. Then provide that in a virtual event format. Top virtual event ideas include:

Pre-recorded videos. Give leads access to your videos on demand. Create an experience that combines brand elements and clear language with a captivating video presentation.

Animated education content. Produce 2D and 3D content to reduce the production costs found in traditional video. Walk attendees through a product demo or setup process with ease.

Livestreaming. Get buy-in for digital events with a bit of FOMO. Remote viewers won’t want to miss out on asking questions in this community format.

Virtual event panels and forums. Livestream from your New York Office or your San Francisco home. Hosting an online group is a great way to engage your audience with a live Q&A session.

Other fantastic options include “choose your path” activities and team workshops. Or share solution demonstrations while answering questions from your online audience. With a great strategy, you can turn any onsite exhibit into a virtual event.

Virtual Conferences: Best Practices and Tips

Attendees flock to events to catch the latest innovations and network with industry leaders. Replicating that experience online isn’t easy. But, brands that get it right attract an audience, generate interest, and increase brand visibility. You may already offer online webinars or tutorials. But, adding virtual events requires a bit more planning. From accessibility to remote attendance monitoring, it's important to visualize each step. Use these tips to compel your audience to take action.

  • Develop a virtual event marketing strategy that aligns with your goals
  • Choose digital technology tools and formats that convey your message
  • Create a clear and compelling story and video script to keep attendees tuned in
  • Engage virtual attendees using high-quality videos, animation, and graphics

Develop Virtual Events Before a Cancellation

Don’t wait for your next conference to get canceled. Instead, put together video assets now. Drop the travel expenses and livestream a panel right from your office. Virtual events give your audience the flexibility to experience your brand and products from anywhere.

Are you ready to share your products with a remote audience? Contact us for a free 15-minute consultation.

The post How to Shift to Virtual Events During a Coronavirus Outbreak appeared first on True Film Production.

10 Not-So Secrets of an Entrepreneur

One thing I have found is that becoming a successful entrepreneur is not a matter of having a great idea. That great idea is just the beginning. It takes the right combination of certain factors to take that great idea and make it into something successful.

I have found 10, not-so secret, secrets of becoming a successful entrepreneur. Here they are.

Strong leadership abilities

An entrepreneur cannot build an empire without strong leadership skills. An entrepreneurial endeavor comes with a certain about of uncertainty and unpredictability. A strong leader can reassure his team and motivate them to keep moving forward.

Strong self-motivation

Motivation for an entrepreneur must come from within. An external motivation, like a job loss or pressure from a loved one, is not going to get a budding entrepreneur very far. A strong, internal drive to succeed and take an idea as far as possible will push that person forward even on the worst days.

Willingness to fail

Failure is a part of business, especially for entrepreneurs. It helps them learn what is not working, so they can change directions toward what is working. It builds a certain mental resiliency that makes the entrepreneur stronger and more motivated than ever.

Willingness to do the hard work necessary

Let’s be honest. Starting up a business is not a simple task. There are tons of things to do and, in most cases, very few people to do it all. The entrepreneur must be willing and able to put in the hours and hard work necessary to keep the business running and moving forward.

Dedication to see the venture through

An entrepreneur must have a stubborn sense of dedication. Getting people to buy into a new idea can be an uphill battle. Getting lenders to buy into a vision can be a long journey littered with rejection. Getting customers to make that first order can seem like an effort in futility. That is why dedication is critical for entrepreneurs.

Desire to build strong relationships

Almost all successful businesses are built on strong relationships. The entrepreneur must have the desire and ability to build those kinds of relationships with peers, employees, vendors, lenders, investors, customers, and just about everyone else.

Willingness to treat staff the right way

Treat your staff with trust, dignity and respect, and you will see results. If you treat your staff members right, they will treat your customers right. If they feel discontent and no motivation, that will reflect in how they treat your customers.

Constant sense of competitiveness

One thing that motivates most successful entrepreneurs is the desire to win any challenge presented to them. They see opening up a company as one of the biggest challenges out there. This sparks their competitive side to win at all costs.

Ability to recognize and address knowledge gaps

The inability or unwillingness to ask questions is a weakness that can cause a business to fail before it gets off the ground. Asking questions and seeking advice from subject matter experts is a cornerstone of successful entrepreneurs.

Comfortable with taking risks

Opening a business is a risk. Putting yourself out there to sell your idea to a potential investor is a risk. Signing that first customer contract is a risk. Cold calling 20 people a day is a risk. An entrepreneur who is risk-adverse is not going to get very far.

I have seen many great ideas go nowhere because the people behind them just did not have what it takes for an entrepreneur to succeed. Do you have what it takes?