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Creating an effective digital team in a small company can be challenging. Resources are scarce, budgets are tight, and every moment counts. It is important to plan your approach to digital marketing to ensure you’re focusing on the areas that will impact your business the most. I will walk you through 5 steps essential to building a digital dream team focused on revenue and tangible results.
Identify Your objectives
You must first identify what you want your team to accomplish before you decide who will be responsible for your digital marketing. Digital marketing goals should be aligned with your business’s overall objectives. They need to be SMART, which stands for Strategic, Measurable, Achievable, Realistic, and Time-bound. Your objective might be to generate 200 leads in a quarter.
Choose Your Channels With Care
Focus on only a few digital channels your digital marketing team or dedicated marketer can effectively manage. Choose only the channels to help you reach your business goals and where your audience is active to save time.
If you are looking to increase revenue, you could try email marketing. You can set up a Facebook page if you’re trying to reach young people. And if your goal is to offer customer service, Twitter might be the best option. After choosing the most appropriate channels, you will need to choose the digital team to manage those channels.
Take advantage of your talent
Imagine you cannot afford to hire a whole marketing team or an agency to achieve success in digital. Then, it’s important to assess the talent that you already have. You can use a digital diagnostic, such as TestYourDigital.com, to evaluate the current knowledge of your team in digital marketing. You can then identify which disciplines people excel in and pinpoint areas where they may need more training.
Each organization will need a unique mix of digital skills. Most businesses will require a writer to create engaging content for their websites, blogs, and social media channels and someone analytical to handle their SEO, create email campaigns, and report their campaign results using Google Analytics.
Keep Your Expectations Realistic
It’s unrealistic to expect you to market your company online like Apple does. You should be honest with your employees about their digital skills and what they can achieve in the time and budget that they have. You can ask yourself: “Do we require the skills of a freelancing professional? Do we have to allocate a budget for hiring a new employee? Does the workload need to be shifted to prioritize important new digital tasks?
Plan for Success
Digital isn’t a thing you can pick up and drop. You must plan your strategy to achieve your desired results and maintain your digital presence. Create a calendar for digital marketing that details your planned activities and identifies the project managers and their responsibilities. Follow the plan and closely monitor your analytics to ensure you are on the right track and meeting your objectives. Download our free eBook.
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