5 Steps To Success > CEOWORLD magazine

With the constant evolution of the digital marketing field, it may feel increasingly difficult to assemble the right blend of marketers to handle all your different digital channels. In today’s world, digital marketing isn’t just one job, but a slew of responsibilities. In my 20+ years of experience in this industry, I have identified five useful tactics to find the best possible digital marketing talent to round out your office team.

  1. Find the right leader
    Everything starts with your selection of the right Chief Marketing Officer (CMO) or similar title. That’s the person in the room who can see the big picture across many channels. He or she will have a resume packed with leadership success stories and can go into detail about the turning point in each campaign.
  2. Get a Top Notch Designer
    When building a small core team, the first hire should be a seasoned designer who’s sort of a jack-of-all-trades, able to execute on HTML, images, SEO and sales funnels. He or she might not be world-class in every category, but they have to have that strong foundation to understand what works online and how it drives customers.
  3. Do social media “experts” exist?
    By nature of the business, you won’t find a social media professional with 20 years of experience, but I do recommend prioritizing hiring someone with a well-rounded social media background, as well as a great content writer and at least one highly experienced candidate in email marketing.
    Today’s consumers expect to have a blended experience with your brand across many different channels, so you have to be able to execute well on your website, on social channels and through email. Each aspect alone is helpful but together, the extra engagement makes a massive difference in long term ROI’s.
  4. Get creative (people!)
    You need to think about filling out your team with creative thinkers, regardless of position or job title. This will help your team streamline campaign ideas faster and generally achieve higher levels of success in marketing. While you certainly want a cohesive team that aligns on overall vision, it’s also good to have one or two out-of-the-box thinkers that will challenge others to think bigger and bolder.
  5. Repetition is failure
    Regardless of whom you hire, or how big (or small) your team becomes, keep in mind that in marketing, it’s easy to fall into a pattern where something works really well and you just keep doing that same thing over and over. Yet, that limits the professional growth of your marketing staff and eventually makes you all fall behind. It’s better to constantly innovate, take some risks in marketing, and use each campaign as a learning experience.

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