SpeedieConsulting

We do get lots of enquiries about doing different types of work for different clients and one thing that always seems to crop up is the “oh I do all the marketing myself” type response.

We see lots of businesses do this but with actually taking care of what you do best, i.e. selling insurance, it can be difficult to get everything done and it all suffers.

We thought it is worthwhile to describe what we see is an ideal Internet marketing department so you can get a feel for the amount of roles / work that “could” be involved. It should also give you an idea of the skill sets needed.

Now we should point out that not everything needs do by a separate person. We are not saying go out and hire 10 people, but it gives you an idea why sometimes that when you are working your socks off with marketing your business online, you never seem finished! Also this might give you pause to think about outsourcing some of this stuff to outside agencies.

Here are the roles we see (in no particular order…)

SEO Manager
Your SEO manager is the person responsible for getting your site listed higher in the major search engines. They will have some technical skills but will also know all the techniques required to get your site more traffic. They could also be responsible for your Social media campaigns such as Facebook, LinkedIn and Twitter.

Skills include: Copy Writing, Link Building, Web Page Construction, SEO

PPC Manager
Your PPC manager will be responsible for building and managing your pay per click campaigns. They will need to understand and monitor pay per click spend and conversions. They will be split testing and testing constantly. They will also be looking at more ways to get your PPC spend down without loss of traffic. This could involve running PPC on second tier PPC engines

Skills include: PPC Setup, Keyword Research, Traffic Analysis, Landing Page Conversion

Email Marketer
The email marketer in this team will be responsible for two things. Building a mailing list of new potential clients and keeping in touch with them regularly to convert them into clients. Secondly they will need to build and manage a system for keeping your current clients in touch with what you do via a newsletter and ongoing promotional messages.

Skills include: Copy Writing, List Building Skills, CRM Skills and Web Design Skills

Affiliate Manager
You affiliate manager will be tasked with attracting more affiliates to your affiliate programme and managing all the relationships with them. They will also be tasked with  encouraging them to more sales. They will also be responsible for attracting new affiliates and partners. They could also be accountable for any referral or major partner business.

Skills include: Affiliate Management, Creative, and Web Design Skills

Webmaster / Web Developer
Your webmaster will be put upon the most if I am fair. This role will be responsible for maintaining your website and web services, and also assisting the other members of the team to carry out their jobs. This could be a designer and a technical developer rolled into one or it could be two roles.

Skills: Web Design, Web Development, and much more…

Now you have seem the roles in your internet marketing team, you will now understand why you get snowed under or don’t feel like you are getting anywhere with it. In some businesses all of this work can be carried out by one person with help from outsourcing to other companies. Or some of the team members are not used. There are some companies that don’t have an affiliate programme or run any email campaigns.

Anyway the point of this post is to give you some idea of the kinds of things you can be doing and the skill sets involved. And where you see gaps in your skill set you can look to outsource the work.