Here is a list of 6 rules that will help you build a strong marketing team.
- Think competencies, not skillsWhen looking to fill open positions, many organizations look for an exact match in skills and experience. This often limits opportunities for internal career advancement, since existing employees are unlikely to have an exact match in experience, particularly if the position is new. Companies that are committed to talent development focus on the competencies required to be effective in the job (for instance, communication skills, team orientation, problem-solving ability) and assume that smart employees can learn new skills.
- Take calculated risksYes, sometimes a commitment to talent development means you may have to start taking risks on people who may not be quite ready for the role. For example, junior staff members may not have had experience managing people. Retaining and developing talented employees means sometimes taking risks on smart, motivated, committed employees and helping them to develop the skills they need to go far.
- Keep it shortHigher ed job descriptions frequently list 20 or more “main” responsibilities. It’s impossible for someone to focus on this many priorities. For each role, you should identify the five most important things you need the person in the role to accomplish.
- Put content firstStart moving away from having “web writers” vs. “magazine writers” vs. “prospective student materials” writers. Combine the responsibility for content development with one group, call it Marketing Communications. This will help to ensure that you’re thinking first about identifying the stories that best represent your companies brand, and then figuring out what audiences to communicate them to in what vehicle. This makes sure you’re making the best use of the content you have, and not duplicating efforts.
- It’s about the experienceOne mantra that is good to have is that effective branding is 10% what you say and 90% what you do. The experiences that people have with your brand – in class, at home, and on our website – are way more important than your ad campaign ever will be. For this reason, Create the role of User Experience Manager. This person’s job will be to focus on the experiences that people have with you across platforms and over time. Understanding the perspective of the customers and representing their voices in conversations is a critical part of your Marketing efforts.
- Identify one personStart working toward assigning every department to an account manager, whose job it will be to understand the client’s marketing and communication needs. This simplifies the process for the clients, who won’t have to keep track of whom to go to for a press release and whom to go to for a website update. But more importantly, it will help you be more consultative vs. order-taking. You want to help internal clients figure out what they need to do to achieve their goals vs. simply giving them what they ask for.
Thank you Deborah Maue for the original information. You can read more here.