Spending half of your time planning and coordinating screams inefficiency. Nonetheless, without an ideal marketing communication structure, it’s possible to waste even more than half of your time managing the teams.
Ideally, strategic marketing communication is essential for conveying the right brand message throughout – without which inefficiencies are bound to plunge you into a rut.
So, what does an ideal marketing communications team structure look like? Let’s find out.
Constituting an Ideal Marketing Communications Team Structure
Splitting the marketing function into several departments has been an established style going back many years, but it has proven inefficient as it causes silos within the marketing function.
Ideally, an ideal marketing team structure should take a more integrated approach. I.e., it can comprise members with varied skills and capacities, all working together as one team.
That said, here are the teams you should have:
Web Design Team
This team helps present your digital communications to the target audience. From designing webpage layouts, solving code issues, updating the website, and creating backup files, the team is responsible for grooming your online image.
Among other responsibilities, they must ensure the design is attractive, provide easy navigation, ensure content is displayed immaculately, and the site is responsive across multiple devices.
They should also fix any issues that arise on the site promptly. Some of the roles on this team may include:
- Web designer
- Web developer
- Back-end developer
- Front-end developer
- Graphic designer
- UX/UI developer
SEO (Search Engine Optimization) Team
The SEO team is responsible for getting you discovered online. Whether through your website or social media pages, they ensure the sites plus the content published on them are optimized for search.
SEO best practices keep on changing, and these professionals help your marketing team stay current to avoid losing your authority on SERPs.
The team can be in-house or outsourced, depending on your business size and hiring policies. Some of the roles on this team may include:
- SEO strategist
- On-page SEO specialist
- SEO copywriter
- Off-page SEO specialist
Lead Acquisition Team
Traditionally relinquished to the sales team, the lead acquisition role is now shared between the marketing and sales team.
Essentially, the marketing team attracts, engages, and nurtures prospects until they’re willing to transact with the business. Then they pass those leads to the sales team, who convert them into customers.
Roles on the acquisition team may include:
- Customer acquisition specialist
- Lead acquisition specialist
- Content acquisition manager
- CRO (conversion rate optimization) specialist
Product Marketing Team
Product marketers play a core role in marketing. They’re the reason your products get noticed or ignored on the shelves.
They know how to package powerful product messages to shape buyer opinions and influence their decisions.
Essentially, the product marketing team gives both your existing and new products their identity. And the stronger the messages are, the better the products should fare.
Some roles in the product marketing team include:
- Brand specialist
- Product manager
- Product marketing specialist
- Product marketing manager
Content Creation Team
The content creation team is responsible for producing high-quality content consistently for continued brand engagement.
Guided by a content strategy, the team keeps your brand relevant through informative posts. They employ a mix of content types—blog posts, videos, infographics, webinars, white papers, case studies, eBooks, and podcasts—to captivate the audience and create brand awareness.
Roles on these teams may include:
- Head of content
- Content creator
- Video editor
- Creative director
- Video production specialist
- Staff writer
Social Media Team
With various platforms (Facebook, LinkedIn, Twitter, Instagram, TikTok, Pinterest, etc.) presenting unique opportunities, it requires social media experts to test and experiment to identify the platforms that suit a brand.
Generally, the social media team knows how to stage successful campaigns, set up the analytics, and analyze the metrics for optimization.
Some roles on this team may include:
- Social media manager
- Account manager
- Digital marketing specialist
- Social media executive
In summary, albeit possessing unique skills, the roles of these six teams are closely related. They are like strands that weave together to form one strong rope—the marketing communications team.
A lag in one of the teams can impact the entire process (customer journey) negatively. Hence the importance of integrating the marketing communications function cannot be overemphasized.
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