Building the ideal marketing team structure for your professional services firm
If you want to maximise the chances that your professional services firm is going to be successful, you are going to want to have the ideal team behind you. A marketing team can make or break the efforts to promote and market a brand, no matter what type of industry or area they work within
This means that you need to do everything you can to make sure the team that you have is the right fit for your professional services firm and brings the right skills that you are going to need to have on hand to boost your marketing efforts.
The size of the marketing team that you have will depend on the size of your firm and the amount of clients you are trying to appeal to. It doesn’t matter whether or not you decide to have this marketing team as an in-house team, or something that you outsource to a marketing agency who are going to be able to bring their expertise.
The process for making that team is going to be largely the same.
So, where do you start when it comes to building this dream team? Here are the key people that you are going to need to have and why they are so important.
Marketing Manager
The first person that you are going to need to hire for your marketing team is a marketing manager. The reason for them to be the first to employ is because they are then going to become the foundation that allows you to build up the rest of the team.
A marketing manager is going to be the person who bridges the gap between the upper levels of management (or the owners of the business) and those who work within the marketing team.
The marketing manager is going to be responsible for day-to-day operations when it comes to marketing and also for managing the relationships that you as a firm have with your clients.
They decide what marketing efforts you need to carry out as a firm and who is going to be best placed to do them.
If we dive deeper into the role then a marketing manager is going to be someone who plans the marketing budgets, onboards any new employees that you may have in the marketing team and also delivers results by overseeing the marketing plan that they may have had a hand in creating.
They should be someone who can analyse the current marketing trends and use this to implement new approaches to what you do. Working with other departments, they bring together the strategies of each into one line. Along with overseeing marketing as a whole they are mindful of the budgets that are within it.
Search Engine Optimisation in your marketing team
One of the key parts of reaching any potential clients online has to be SEO, which means that you are going to need to have a team on hand to help you achieve your SEO results.
They will understand how to achieve the very best in Search Engine Results and will know what specific keywords and topics are going to best match the clients that you are trying to reach.
Either working as an individual or a team they are going to be responsible for creating the strategy for your firm around SEO. This will often mean that they need to conduct a variety of different market research, all to understand your target audience as best as they can.
This will then give them an insight into the type of terms and phrases that your clients might use in their searches online and how you can then use keywords to match these searches.
They then pass on this information to the content creation team, who will use it to formulate their content in a way that is going to work online.
Key aspects of the work that the SEO team will carry out include direct-link building, landing page optimisation, keyword research and also running audits on any current content that you may have.
They should have a good level of understanding of a variety of web-based languages and they should be able to utilise the variety of tools out there to get to grips with keywords and search engine results that relate to you as a firm.
The Content Creation Team
Another key person (or people) to have as a part of your marketing team is those who are responsible for content creation. The type of content can vary and whilst it is usually focused around social media posts and blogs, it also covers things such as infographics, ebooks and even the content for webinars.
For someone to be an adept content creator they are going to need to have the right combination of creativity and an analytical mind. This means that they can create content that engages with your audience, as well as content that is going to perform in the way that you want it to.
They will not only create the content, but they will also understand the best routes to take to share and promote this. Meaning that they should have a sound understanding of key aspects of marketing such as SEO and design.
Most of the time the work they carry out will require multiple people and will often be to a set deadline so It is therefore expected that someone who works as a content creator will be able to manage a project effectively.
Social Media Team
Another key marketing team that you are going to need to have on board is the social media team. Again this is most likely in those early days going to be just one person, or it may be someone who works within other aspects of marketing.
As you would expect, the main role of this team is to manage social media within your firm. They are there to ensure that anything that you post or engage with on social media is going to increase your presence and showcase you in the most positive light possible.
The social media team not only create content, but they create marketing plans and content plans too and are also responsible for engaging with followers and analysing the social media output that their efforts have resulted in.
The key attributes should be someone (or people) who can use their strong writing skills to create engaging and share-worthy social media posts. They will need to be experienced across a range of social media platforms and know what platforms match which type of content or message best.
An understanding of what it takes to manage a marketing campaign and be able to manage this effectively is also important.
Paid Media Team
This team focuses on using paid ad platforms such as Google Ads and Facebook Ads to market your firm to your key audience.
Managing a marketing budget, they ensure that the advertising and marketing campaigns that you put out there stay within the budget that is set and bring in the level of results that you want to see.
Key aspects of the paid media role in your marketing team
Some of the key aspects of the role of this team include managing the spending that relates to ads that they post online. They also need to be able to put together marketing plans and execute these plans too. They should then analyze the results of these campaigns and ascertain whether or not they are working to the level that they hope and that the ROI that you are seeing as a firm is what you hope for.
Someone who works within the paid media team is going to need to be analytical, they are going to have experience with a range of relevant marketing campaign tools and understand what the different ad managers can do. They should also be able to use web-based analytic tools such as Google Analytics.
So, there you have it, the ideal marketing team for you to create. Now you know who it is that you need, all you need to do is get out there and try to find them. If you get your recruitment or outsourcing right, then I can promise you that you will start to see the results that you hope for and the success that you want for your firm.
Some of my services:
Outsourced Marketing Management for B2B Businesses and Professional Service firms
Need help?
If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.
