Ideal structure of a marketing agency team
Posted: Tue Dec 10, 2024 8:49 am
Learn what the ideal structure of a marketing agency team is. Many agencies in Latin America take on the challenge of structuring their own organizational chart based on reactive decisions, that is, as they grow, they increase the number of professionals that form part of the team.
While this is largely a response to budget constraints, the ideal is for an agency to be able to plan both its sales strategy and to provide the support that clients are looking for, by which we mean that it is preferable to have the appropriate team in place before going out in search of new clients.
But we know that the reality is different, however there are actions that you can take, if the problem is the budget and one of them is to have a clear organizational chart, one that is effective, that allows you to cover with specialists the services that the agency offers, but also those that you want to offer in the medium and long term.
Having an organizational chart doesn't always mean that you have the staff, but it does help you to have a clear vision of where the marketing agency is going, which clients you want to receive, what services you are going to offer, and when it is the right time to look for the team, to have a clear definition of the positions and what each one will do.
The ideal organizational chart for a marketing agency team
From the Mott.pe website we share this organizational chart that could be one of the most complete and ambitious of a marketing agency.
And one of the things that caught our attention the most is that their team of people includes an Instagram specialist and a Tik Tok specialist , which strengthens our theory that Instagram is not just anything, it is not just another network and should not be managed by the same professional who manages the rest of the networks of a company or organization.
The same goes for Tik Tok , a network that is increasingly challenging for marketing professionals and on which great efforts must be concentrated so that the strategy makes sense and management is successful.
We also observe in this organizational chart that the community manager is not the one who writes on the website , that the audiovisual or designer is not the community manager and that there are roles as important as a photographer and a usability expert.
Many times in a marketing agency team , the same person is the one who fulfills all these functions and it is not their responsibility since they become overloaded with work and lose quality in the product they deliver.
Another point that we can highlight in this organizational gambling data malaysia chart is that the community manager is not responsible for closing a sale, and this is one of the most common mistakes. The ideal for a marketing agency team is for the community manager to be referred to a sales area where a professional salesperson closes the deal.
We know that to have this team of professionals you need to have many clients and a flow of money. Until then, we share with you an ideal structure for a marketing agency team that can be one step away from reaching the aforementioned level.
Marketing agency team to start
Yes, because to start you need more than just yourself, doing strategy, copy and designs in Canva.
You need to have at least one person to cover each of these profiles:
Key Account Manager or Account Executive
The Key Account Manager (or KAM) is the person in charge of managing client accounts within the marketing agency. Their main job is to ensure that there are good relationships between your clients and your business.
In addition to this, among their responsibilities are making the initial diagnosis of the prospects and once they become clients, they are the ones who introduce the team that will be behind the actions that comprise the digital strategy.
Social Media or Community Manager
Although these roles are not the same, they often go hand in hand. While the first refers to the strategic part of online communication through digital media, the second is responsible for carrying it out.
Social media strategists are also responsible for analyzing the effectiveness of the strategy, that is, the positioning of an organization on social media.
While the Community Manager is the one who executes it, he/she makes each post that responds to a strategy. It is never the salesman, or the photographer, or the designer or whoever must think up the entire strategy alone.
Content Manager
Their role is to create the content that will be published on each client's blog. Yes, every digital strategy must be made up of a blog and networks. A successful strategy is not based only on social networks. The content manager creates in a coherent manner, and optimized for the SEO needs of each company, the content that will be published on the clients' blogs.
The Content Manager is also responsible for ensuring that all content is aligned with each client's Buyer Persona and is optimized for conversion.
SEO Specialist
SEO specialists are responsible for the architecture of websites and the optimization of the content hosted there. They are responsible for ensuring, on-page and often technical levels, that the content has been written with the appropriate keywords to maximize traffic and conversion.
It has an editorial role, generally the flow of content is quite broad and someone has to make sure that what is going to be published meets the necessary characteristics to achieve the goals.
SEM Specialist
The SEM specialist is the person in charge of managing all of your clients' PPC or paid campaigns based on the strategy's objectives. Yes, generating organic traffic with valuable content is not the same as planning a paid campaign for your website. There is a specialist who is in charge of this.
Some additional roles in a marketing agency team structure
UX/UI Designer
A professional profile that has become necessary after the eCommerce boom
This person is in charge of the structure of the websites, with the aim of ensuring that their usability and experience are the best. They work together with programmers and SEO specialists to ensure that there is alignment between the 3 areas, which undoubtedly has a positive impact on user experience, conversion and positioning.
Programmer
This is a professional who works with all the technical requirements that the construction of websites demands. Agencies often hire them as freelancers, but there is nothing better than having an in-house programmer . They usually work hand in hand with the UX/UI design specialist and the SEO specialist on the technical aspects that these roles demand.
Data Analyst
Yes, data needs to be analyzed, and there needs to be someone in charge of this who knows how to communicate what the data means to the rest of the team. Data analysts collect and analyze information to verify how effective strategies are, whether they are conversion, traffic, positioning, among others.
If you see yourself reflected in this list, you are taking the right steps to achieve success. If, on the other hand, you have encountered many differences, it is time to put things in order within the marketing agency.
While this is largely a response to budget constraints, the ideal is for an agency to be able to plan both its sales strategy and to provide the support that clients are looking for, by which we mean that it is preferable to have the appropriate team in place before going out in search of new clients.
But we know that the reality is different, however there are actions that you can take, if the problem is the budget and one of them is to have a clear organizational chart, one that is effective, that allows you to cover with specialists the services that the agency offers, but also those that you want to offer in the medium and long term.
Having an organizational chart doesn't always mean that you have the staff, but it does help you to have a clear vision of where the marketing agency is going, which clients you want to receive, what services you are going to offer, and when it is the right time to look for the team, to have a clear definition of the positions and what each one will do.
The ideal organizational chart for a marketing agency team
From the Mott.pe website we share this organizational chart that could be one of the most complete and ambitious of a marketing agency.
And one of the things that caught our attention the most is that their team of people includes an Instagram specialist and a Tik Tok specialist , which strengthens our theory that Instagram is not just anything, it is not just another network and should not be managed by the same professional who manages the rest of the networks of a company or organization.
The same goes for Tik Tok , a network that is increasingly challenging for marketing professionals and on which great efforts must be concentrated so that the strategy makes sense and management is successful.
We also observe in this organizational chart that the community manager is not the one who writes on the website , that the audiovisual or designer is not the community manager and that there are roles as important as a photographer and a usability expert.
Many times in a marketing agency team , the same person is the one who fulfills all these functions and it is not their responsibility since they become overloaded with work and lose quality in the product they deliver.
Another point that we can highlight in this organizational gambling data malaysia chart is that the community manager is not responsible for closing a sale, and this is one of the most common mistakes. The ideal for a marketing agency team is for the community manager to be referred to a sales area where a professional salesperson closes the deal.
We know that to have this team of professionals you need to have many clients and a flow of money. Until then, we share with you an ideal structure for a marketing agency team that can be one step away from reaching the aforementioned level.
Marketing agency team to start
Yes, because to start you need more than just yourself, doing strategy, copy and designs in Canva.
You need to have at least one person to cover each of these profiles:
Key Account Manager or Account Executive
The Key Account Manager (or KAM) is the person in charge of managing client accounts within the marketing agency. Their main job is to ensure that there are good relationships between your clients and your business.
In addition to this, among their responsibilities are making the initial diagnosis of the prospects and once they become clients, they are the ones who introduce the team that will be behind the actions that comprise the digital strategy.
Social Media or Community Manager
Although these roles are not the same, they often go hand in hand. While the first refers to the strategic part of online communication through digital media, the second is responsible for carrying it out.
Social media strategists are also responsible for analyzing the effectiveness of the strategy, that is, the positioning of an organization on social media.
While the Community Manager is the one who executes it, he/she makes each post that responds to a strategy. It is never the salesman, or the photographer, or the designer or whoever must think up the entire strategy alone.
Content Manager
Their role is to create the content that will be published on each client's blog. Yes, every digital strategy must be made up of a blog and networks. A successful strategy is not based only on social networks. The content manager creates in a coherent manner, and optimized for the SEO needs of each company, the content that will be published on the clients' blogs.
The Content Manager is also responsible for ensuring that all content is aligned with each client's Buyer Persona and is optimized for conversion.
SEO Specialist
SEO specialists are responsible for the architecture of websites and the optimization of the content hosted there. They are responsible for ensuring, on-page and often technical levels, that the content has been written with the appropriate keywords to maximize traffic and conversion.
It has an editorial role, generally the flow of content is quite broad and someone has to make sure that what is going to be published meets the necessary characteristics to achieve the goals.
SEM Specialist
The SEM specialist is the person in charge of managing all of your clients' PPC or paid campaigns based on the strategy's objectives. Yes, generating organic traffic with valuable content is not the same as planning a paid campaign for your website. There is a specialist who is in charge of this.
Some additional roles in a marketing agency team structure
UX/UI Designer
A professional profile that has become necessary after the eCommerce boom
This person is in charge of the structure of the websites, with the aim of ensuring that their usability and experience are the best. They work together with programmers and SEO specialists to ensure that there is alignment between the 3 areas, which undoubtedly has a positive impact on user experience, conversion and positioning.
Programmer
This is a professional who works with all the technical requirements that the construction of websites demands. Agencies often hire them as freelancers, but there is nothing better than having an in-house programmer . They usually work hand in hand with the UX/UI design specialist and the SEO specialist on the technical aspects that these roles demand.
Data Analyst
Yes, data needs to be analyzed, and there needs to be someone in charge of this who knows how to communicate what the data means to the rest of the team. Data analysts collect and analyze information to verify how effective strategies are, whether they are conversion, traffic, positioning, among others.
If you see yourself reflected in this list, you are taking the right steps to achieve success. If, on the other hand, you have encountered many differences, it is time to put things in order within the marketing agency.