It’s hard to say that e-commerce has been easy lately. Between the challenges involved, from website design to final sale, and the impact COVID-19 has on the economy, this is a proverbial arena. Even so, no match is unbeatable, and this one is no exception.
Presumably, as expected, marketers play a critical role in tackling the inherent and cumbersome, ongoing e-commerce challenges.
Then, in this article, I’ll discuss six ways to find or build the perfect marketing team for your ecommerce store. I’ll split them into two groups; one for building a team and one for advising an agency. Both will, of course, come with actionable, real-world insights.
Finding or building the perfect marketing team, that is the question
So should you build a marketing team yourself or consult an agency? First, let’s break down the question. Let’s split it up in the middle.
Building an ecommerce team from scratch is by no means easy. Wedevs helpfully outlines all the roles that must be fulfilled:
- Development team
- HR team
- Content Marketing
- Operations team
- Customer service
It’s a long list. However, this article assumes that you have covered your other basics and are only looking for a marketing team specifically. In that case, you need to build a marketing team that does some very demanding tasks, such as:
- Email Marketing and Retargeting
- Social marketing
- Competitive analysis
Does that mean it’s impossible or even inappropriately challenging? Absolutely not. However, this means that you need to set clear goals and priorities from the start.
With this in mind, you need to set high standards of employment and pay for training costs.
As a payoff, you have an in-house team that is available, responsive and shares your vision.
Find a team
On the other hand, you can simply “find” or hire a marketing agency. Beeketing highlights it in simple terms as opposed to internal teams.
In this case you have an agency that takes care of everything. Do you need more than just the perfect marketing team for your ecommerce store?
They are easy to find and often have a wide range of services to meet your needs. However, agencies are external partners; They are upfront cost professionals, yes, but they are not always “your” long-term teams.
So building a team yourself is a long term investment while hiring a team is a short term investment. This is a breakdown of simple terms and may not always be complete, but it is solid enough.
Get a dedicated marketing manager when you upgrade with Wishpond. With the team at Wishpond helping your business, you will:
- Spend less time learning how to use complicated software platforms and more time growing your business.
- Get access to the latest marketing technology so you can see what contacts are doing in real time to convert more prospects into customers.
- Wishpond has 40+ native integrations and connects to 1000+ other apps. Our team will help you publish campaigns on your website, synchronize emails and make sales in no time.
Build the perfect marketing team for your ecommerce store
Having made this necessary distinction, let us now examine the first option. Build your team yourself. There are as many tips to share as there are success stories, but there is only so much text to digest. So let’s use some real-world examples to extrapolate some key tips for this approach.
1 Look for masters of email marketing
There’s a good chance you’ve consumed BuzzFeed’s content over the years. There’s an even better chance you’ve at least heard of them. The latter alone is also great proof of its longevity; It was founded in 2006.
One can identify their great email marketing as a huge part of their success over the years. For example, consider this email
It’s clear, straightforward, and to the point. Readers know immediately what to expect when they continue reading. In addition, the mention of Emma Thompson is immediately followed by a GIF of the event:
Alt. Tag: A GIF of Emma Thompson in a gold / brown dress throwing her shoes behind her back.
This is a perfect example of modern day email marketing. It follows trends and is clear and personal. It breaks away from traditional marketing material but still knows how to appeal to its target audience.
Does the perfect marketing team for your ecommerce store need to adhere to these guidelines? Probably not; It’s a different industry and a different audience. However, this example shows what your marketers need to understand:
- What is your target audience?
- How effectively do you communicate your message?
- How modern or traditional does your image have to be? These are crucial questions your marketers need to be able to answer effectively.
2 Appreciate digital marketers who embrace bold, creative ideas
Speaking of digital marketing ideas: tradition certainly has value. Proven approaches are valuable and often safe. But are they enough to build the perfect marketing team for your ecommerce store?
Can you be one step ahead of the competition with safe methods?
Unfortunately for the cautious, probably not.
A great example of a bold, extremely honest, and daring piece of digital marketing content is what makes Dollar Shave Club thrive. For reference, this is her 2012 ad she established:
This ad cost $ 4,500 and was shot in one day. In addition, it didn’t take a whole team or careful planning to put them together. It worked because it involved humor, visual storytelling, and cross-border brutal honesty. The company was so successful that Unilever eventually bought it for $ 1 billion.
Again, this may not be exactly what your ecommerce store digital marketing needs, but the template is solid, innovative, and promising. While experience is priceless, this bold, creative mindset can be worth pursuing or cultivating.
3 Include social media marketing
Finally, whether hired or trained, your digital marketers need to get social media marketing on board. Is it appropriate or potentially lucrative for ecommerce? Absolutely.
As a notable example, consider Traveler Collective.
Of course, it helped that their engraved rings should represent different countries. Your product is designed to be shared. However, they have also identified Instagram as their ideal platform and focused their efforts there. After all, they promote User Generated Content (UGC) as the ultimate “social proof” that builds brand trust.
So social media marketing is undeniably lucrative for e-commerce. Your marketers should know how to incorporate, respond, monitor, and process bad comments, and benefit from your social evidence.
Find the perfect marketing team for your ecommerce store
On the other hand, you may want to use the services of an agency. Things are much simpler here; You are looking for professionals who tick certain boxes. At the same time, you should approach them prepared.
1 Set your goals
As with all business endeavors, your goals can make or break your endeavors. Hence, you need to turn to agencies with SMART goals. Think Marketing Magazine helpfully explains:
The meaning of the acronym varies between sources, but the concept remains the same. With clear goals, your agency knows exactly where to focus. At the same time, you also understand the goals against which you can measure your success.
2 Look for credibility and expertise
As highlighted above, experience is priceless, but credibility is key. How do customers rate their services?
This is where reviews, testimonials, and case studies are enlightening. As an example, consider how hyphen promotes reviews:
Companies will of course present their best image. However, customers will be honest and sincere in their reviews. It is this social proof that is often the better piece of evidence you need.
3 Compare prices and budget
Finally, carefully review each agency’s pricing. Take into account your budget and what you actually need. “Less is more,” and your SMART goals should tell you how much or how little is ideal.
Reliablesoft examines the salaries for digital marketing from 2015 to 2020 helpful:
This shouldn’t just be a point of reference, it should highlight both service value and supply and demand. Hence, think carefully about what your perfect marketing team needs to do, what your agency offers, and what to invest.
In conclusion, finding and building the perfect marketing team for your ecommerce store can be difficult. When building your own team, you need strong infrastructure, team cohesion, a social media strategy, and innovative creativity.
When consulting an agency, you need to reach out to them with clear goals, review their credentials, and evaluate their rates. In either case, however, success is only a few careful, informed decisions away.
About the author
Andrew Clarkson is a freelance digital marketer, content writer and web designer. He frequently writes articles on many US websites and discusses topics such as SEO, SEM, PPC, and other marketing topics.