E-commerce has fast become one of the greatest opportunities for brands worldwide. Whether you're in startup mode or a more mature company, the challenges of hiring the right team can take your marketing to the next level or be a huge drain on resources.
There is a plethora of marketing titles, some of them confusing and some of them you're unsure what they actually entail. What roles do you really need?
Here are the 5 key job roles that are essential to your success.
Web Developer
Front-end web developers are essential for your online 'shop-front' of your business - your website. A great web developer will ensure you have a functional website that has been built with SEO in mind, alongside being responsible for how a website looks. They write web design programs using computer languages, such as HTML or JavaScript, and unless you're a techie yourself, most of the time you won't understand the terms they use. Make sure your web dev has a great eye for design also and has UX experience so that your website looks great and seamlessly flows across all devices.
Graphic Designer
Graphic designers create visual concepts by hand or use computer software to convey messages that inspire, inform, and engage your audience. They design key marketing collaterals such as advertisements, banners, brochures, social media assets and leaflets. Having an in-house team means you always have someone on hand to turn around design for a project quickly, if the need arises. An in-house design team is immersed in your brand and understands your marketing goals, which ensures that every decision and detail reflects your brand.
Analytics Manager
You may be wondering why analytics need their own focus. This job title can also be referred to as a Performance Manager or CRO Manager. The important thing to remember is that for your marketing strategies to be effective, your teams need to know which channels work and which channels are not worth pursuing. Too many companies focus on delivery, instead of taking the time to step back and analyse what's really going on. By paying attention to metrics on all channels and having a strong attribution model in place, your Analytics Manager will keep you from wasting a lot of money.
Head of SEO & PPC
When it comes to driving traffic to your website, two valuable tactics are pay-per-click (PPC) advertising or search engine optimization (SEO). This person will oversee the paid and organic traffic campaigns, assigning the right budget based on performance, whilst also monitoring analytics and tracking key performance indicators (KPIs).
Content Marketer/Strategist
Content is at the heart of everything that you do. A good Content Strategist will use audience and market research to determine the best strategy for content marketing, including production and delivery. They will be responsible for creating, sourcing, and managing all of your content. The type of content they will manage include web copy, emails, blogs, podcasts, videos, infographics, social content, content curation and white papers.
Once you have at least one highly skilled employee for each of these roles, you have built a marketing dream team and together you will hopefully reap the rewards of all the hard work that has gone into setting up your business.
