Marketing has and always will be the driving force behind long-term business success. After all, is there a more effective way to raise brand awareness and solidify your position in the competitive market than to utilize all of the marketing tools in the online and offline realms? Not really, and if you fail to allocate a certain amount of resources to growing your marketing strategy, you might fail to successfully lead your business into the future.
However, it’s not just about devising a winning marketing plan – you also need to obtain the necessary talent to transform your ideas and vision into reality. This is why assembling and running a successful marketing team should be your no.1 priority if you want to ensure long-term business growth. Here’s what you need to do.
Be the leader they need
The age of corporate managers is over, nowadays the modern business world thrives under the guidance of leaders, communicators, and visionaries. That doesn’t mean that you shouldn’t employ your management skills to delegate tasks and put ideas into context, but it does mean that you should embrace a more empowering mindset that will allow you to encourage and motivate your team to reach their true potential.
Being an effective leader requires a nuanced skillset. You will need to delegate and instruct, but also listen and communicate efficiently, and most importantly, set the direction for your entire marketing team to follow. Be the leader they need, and you will have no problem sparking passion and commitment in their hearts and minds.
Enforce cross-department collaboration
No matter what the higher-ups might think, a marketing department is not a closed-loop system in which information stays between the team and memos are passed on from other sectors. No, your marketing team is a collective of creative professionals who need to be in the know at all times, individuals who need to work with other departments, whether they are international or in the very same building, on making ideas happen.
When you put up a wall between different departments, you’re effectively increasing the noise that hinders productivity in the workplace. How do you expect your marketing team to devise a strategy that tells the right story if they don’t communicate with your product innovation team? Likewise, how can a marketing specialist give your sales department the tools they need to create efficient sales strategies if they’re unaware of the unique requirements and pain-points of your sales staff? Make cross-department communication a priority, and build a culture of collaboration to maximize results.
Gather professionals from every marketing realm
One of the most important lessons every leader should always keep in mind is that opportunity lies at every corner. Marketing is a broad term that encompasses a multitude of processes, each demanding its own specialist to bring it to life. From offline marketing to digital marketing methods such as SEM, SEO, social media, content marketing and remarketing, there is a whole host of marketing methods you should use to improve your brand’s standing in the industry.
This is why every successful digital marketing company nowadays emphasizes a comprehensive approach to online marketing in order to position a brand throughout the digital world, and ensure a steady rise to the top of the industry. But that doesn’t mean that you should forgo offline marketing either, as there is plenty to be gained by pairing the two methods together. Make sure your marketing team consists of professionals from the online and offline worlds in order to maximize your brand’s potential on all fronts.
Emphasize honest and transparent communication
A team is a tight-knit group of professionals who can only thrive under the banner or honesty and transparency. If there is no trust within the team, you cannot expect the individuals to work as a part of a group, or share the same passions that will drive them towards the same goals. That’s why you need to emphasize communication based on transparency, and most importantly, structure.
There needs to be a clear structure when it comes to communication in a marketing team, and not just so that you can improve the flow of information around the office. With open lines of communication, you can easily connect with your employees and avoid common issues that arise from ineffective communication such as avoidance of accountability, lack of commitment, fear of conflict, and worst of all, absence of trust.
Foster a culture of accountability
Reviews are not there to shame anyone for mediocre performance, or overly praise certain individuals for a job well done. No, performance reviews serve a unique purpose of creating a culture of accountability in your team, recognizing the individual’s true potential, and then devising a strategy to unlock it in an efficient and effective way.
This is why you need a way to measure the performance of your team as a whole, but also on an individual level so that you can take a personalized approach towards creating a mutually-beneficial solution. Have everyone pitch in at every performance review and encourage them to throw around ideas that can help their colleagues improve their performance over time. Nurture a culture of true teamwork, inspire them to rally around each other and complement each other’s strengths while eliminating their weaknesses in the process.
Your marketing department is the backbone of your entire operation, so instead of putting your marketing strategy on the backburner, you want to invest in growing a strong marketing team that will help you push your brand forward as a whole. Use these tips to assemble crack-team of professionals that will pave the road to long-term success in the industry.