I think “marketing” has a reputation for being a really fun job. When you think about the fun things a marketer gets to do, it can be hard to refute. From orchestrating websites and lead generation campaigns to building a brand and supporting it with a content marketing strategy – I have to admit being a marketer is a pretty exciting job. However, having the right mix of people on your marketing team is essential to creating the fun.
Creating the right mix of skills on your marketing team.
Building a successful marketing team requires a range of professionals who excel at certain skills. The basics like copy writing, social media aptitude, SEO proficiency, lead generation knowledge, an eye for design, project management competency and marketing/business strategy expertise are all examples of imperative skill sets you’ll find on an effective marketing team.
Based on my experience, in addition to the hard skills, you need a team with certain behavioral characteristics to fully flourish. Following are four characteristics that every marketing team needs:
Spirited Personality: I’m not talking about someone who is “rah-rah shish-boom-ba”and in your face all day long. I mean a person who feels very welcoming and is approachable, easy to talk to, positive with both clients and your internal team. This person is an all-around pleasant individual with an energy that makes you smile. They bring the spark!
Divergent Thinker: Coming up with new ideas to meet client goals and objectives is half the fun in a marketing role. But you’d be surprised how often marketing pros get stuck in the same set of recommendations because it worked well the first time. Thinking outside the box is really critical for a successful marketing team – marketers have to be willing to take some risks and push the edge. It’s not good for clients if their marketing team is full of “yes people” – you need people who question things, take a step back to think strategically, and offer new ideas to consider.
Go-with-the-Flow Attitude: Marketing pros may set a schedule and to-do list, but more often than not their days end up completely different than anticipated. A flexible, go with the flow attitude is critical as client priorities change and new deadlines emerge on a daily basis. This attitude also includes the willingness to roll up your shirt sleeves and wear many different hats. A successful marketing department doesn’t have room for someone who can’t deftly react to a change of plan and be willing to dive in to meet a deadline or a client expectation!
Thirst for Knowledge: While many people are subject matter experts in one area or another, it’s important that a marketing team be interested in constantly learning new tips and techniques. Things change so much in the world of marketing, having a desire to stay on top of trends and be aware of industry changes brings knowledge to your team, but also to the recommendations you deliver to clients and conversations you have with them about projects. Keeping aware of what’s happening in the marketplace is a thumbs up for building credibility.
The right combination of people with both critical hard skills and a solid mix of personality traits is a guaranteed formula for a marketing department to exceed client expectations – and is a ton of fun to work with.