Team demand refers to the formation of a team, which needs to first determine the performance goals completed by the team. The marketing team must exist for a purpose. As the founder or manager of a team, we should first ask ourselves a few questions, why we set up this team, what tasks this team needs to complete and what effects it needs to achieve. Must be combined with the actual situation of our company, because online marketing is staged, from team building, attracting traffic, control to brand marketing.
Give an actual case: I just joined a company, because he saw a friend from the same trade making a lot of money in the bidding, so he also wanted to form an online marketing team. At that time, I was given two bidding specialists and five sales and customer service personnel, and I wanted to open an account for promotion immediately. At that time, the user experience of the website was very poor, and there was not even a targeted landing page. At that time, I said a word: be busy outside, settle down first. If this team doesn't have technical and planning support, it's a waste of money. Only by understanding the current situation of the company and what the company needs can we establish a marketing team that suits us.
1.2 team members
After determining the general work requirements, it is necessary to determine the specific work members of the team. The necessary team members include technical support, editing and planning, optimization and promotion, sales and customer service, managers and supervisors.
technical support
Basically, 1-2 artists and 1-2 programs are standard. Configuration also depends on demand. I remember that when I was an e-commerce, I had to develop the bank's payment interface and logistics system. There were six programmers at that time.
Editorial planning
The standard is also 1-2 editing, 1 planning. Editing can be subdivided into ordinary website editing, SEO editing and soft text editing. Planning can also be subdivided into event planning and page planning. Some people may feel that it is not. Here, I will talk about the benefits of exquisiteness. First, we can control operating costs. Take editing as an example. Ordinary website editing is just simple editing and entry. This way, the editing requirements are the lowest. As long as you can use the computer and type, you can basically be competent, so the salary is also around 2000. SEO editors need to have some SEO knowledge and know the skills of keyword density and location distribution. Most of these editors do some work in pseudo original, and they can bring some IP through articles, and their work is around 3,500. Soft text editors should not only have certain SEO knowledge, but also need to analyze some marketing knowledge such as audience. An excellent soft article can directly affect sales. So this kind of salary is also the highest, generally speaking, it is 4000+ performance.
Here I also talk about a skill. Normally, I would hire an ordinary editor. After coming in, I can let him master the knowledge of seo through simple training and reach the level of SEO editing. If you have a soft writing plan, you will choose outsourcing to save costs.
Optimization and popularization
The standard configuration is 1-2 SEO Commissioner and 1-2 Internet Advertising Commissioner. If you are concerned about Weibo marketing, you can choose 1 Weibo Promotion Specialist. If the subdivision of seo can be divided into UE specialist and chain specialist. Online advertising can be divided into bidding conversion and CPM, joint exhibition and other advertising specialists.
Customer service sales
The standard should be 3- 10. Because the characteristics of network marketing are not limited by region and time, many enterprises are on duty at night and weekends now. So if the quantity is too small, it can't be opened.
Manager supervisor
The allocation standard of managers and supervisors depends on the number of people in each working group. Theoretically, each working group should be equipped with a supervisor. But in practice, the artist and the program may be the same person, so his direct leader should be the team manager. Generally speaking, as long as there are more than five working groups, there must be a supervisor. If it is an important working group, it needs three people to set up a supervisor.
other
In addition to the above standard configuration, some companies also need to be equipped with necessary media, public relations and brand marketing personnel according to the actual situation or industry characteristics.
1.3 team environment analysis
Speaking of which, I believe someone has a headache. If configured according to your standard, it takes at least 10 people to form an online marketing team. But I am a small and medium-sized enterprise, and the boss only gave me six positions, or even less. And the salary budget is not high, and you can't find anyone who is particularly awesome. Or the boss asked me to form a team of 30 people. At this time, it is necessary to judge which jobs can be added and which jobs can be deleted according to the company's environment.
What positions can I add?
First of all, we should keep the balance of the team. If there are too many promoters and too few customer service staff, it will lead to information waste and cannot be handled in time. Similarly, any working group with too many or too few people will lead to low work efficiency and disharmony in the team. According to my many years' experience in leading a team, I summed up a ratio: 1 (technology): 1 (editing): 1 (promotion): 2 (sales): 1 (supervisor). This ratio is not used as a basis for team formation, but for reference only!
What jobs can be reduced?
In order to reduce operating costs, I believe this is a concern of most leaders. Generally speaking, an efficient team will not be particularly bloated, and increasing revenue and reducing expenditure is also the way to operate. This book is understandable, but now I see many leaders let a bidding part-time customer service and an artist do copy planning. This not only improves the work efficiency, but also reduces the work effect. Let the right people do the right thing. For example, the supervisor can put forward the plan of landing the page for the artist to do, and the editor can not let seo publish after writing the soft article, so that the salesperson can publish it, and the time saved by seo can bid. Organic and efficient combination is king. Never let an employee do something that he is not good at at at all.
Second, the recruitment of network marketing team
Seeing that everyone has a clear idea of who should be on their team, how can they recruit talents suitable for their team? Let me talk about my interview skills.
1, attitude is the most important
I remember I interviewed an seo expert, and when I made an appointment by phone, I asked him if he knew the html code. Because to do seo, you must know html to optimize the website structure. He let me know something. So I made an appointment to meet the next day. When he came the next day, he brought a resume in html format. As a result, he told the truth after in-depth communication. In fact, he didn't touch it before, just stayed up late to learn the code for this interview, and he made a page. Although he had little experience, he was hired because of his attitude.
2. Pay attention to the data and don't listen to it.
Generally, technicians and editors have to bring their works. Basically, you can see the quality of things at a glance. Promoters require data, such as keyword ranking in seo, roi in bidding, and sales staff looking at performance. These are all things that can show his actual working ability.
It doesn't matter if you have no experience. How is your learning ability?
When interviewing, you will often meet an interviewer who has no work experience. If the recruitment is for some basic jobs, I will say: it doesn't matter if I have no experience. How is your learning ability? Then let her tell some practical cases.