As a small business owner, you face numerous challenges, including the pressure to maintain healthy sales and stay competitive. A dynamic marketing team for small businesses can help you tackle these challenges head-on. Yet, if you're like many small business owners, you may need more time or resources to build a strong marketing team. That's where this article can help. Read on to discover how building a marketing team can help your business grow and how to hire offshore staff.
Founders Arm’s virtual marketing assistant growth engine service can help you achieve these goals. Our service connects small businesses with talented offshore marketing professionals who help build solid marketing foundations and accelerate growth.
Table of Contents
7 Most Crucial Roles in a Marketing Team for Small Business
1. Explore the Role of the Marketing Director
The marketing director sets the vision for your small business’s marketing strategy and oversees its implementation. This individual will have a wealth of experience and can help you make informed decisions about approaching your marketing. For example, if you run a marketing agency, a marketing director can help you assess your client’s needs and implement effective strategies to meet those goals. This will improve your client’s performance and maximize your profits.
A marketing director is precious when you don’t have much marketing knowledge and must build a competent team to help you get back on track. This role will take ownership of the marketing function, allowing you to focus on other areas of the business where you can add the most value.
Marketing Director Responsibilities
Planning, communicating, and implementing a marketing plan and strategy
Manage hiring full-time and freelance marketing positions Meet with clients (for a marketing agency)
Directing and coordinating marketing efforts
Coordinate market and competitor research
Connect with other departments to ensure marketing aligns with the organization’s goals
Identify new customers and revenue opportunities
Manage marketing budgets and financial projections
Develop and manage advertising campaigns
Act as a marketing project manager
Qualities of a Marketing Director
Since you’re entrusting a marketing director to run an entire department, you want someone with excellent business and entrepreneurial acumen. They also need a proven track record of successfully running teams with excellent communication skills. You should also look for a trustworthy individual with strong organizational skills and the ability to manage budgets.
2. Data Scientist
Data science is an integral part of modern marketing campaigns. The demand for data scientists has grown globally over the last decade as companies seek to refine customer:
Personas
Behavior
Patterns
Trends
Other human insight
Marketing teams can leverage. Data isn’t limited to understanding customers. Organizations use data to analyze patterns or behaviors, which can be a powerful market and competitor analysis tool. Data science can also provide insights into new products and services or revenue opportunities.
Data Scientist Responsibilities
Implement methods to acquire data
Process, clean, and analyze data
Create algorithms and models to analyze data through:
Machine learning
Statistical modeling
Artificial intelligence
Store, research, and share data in line with data privacy laws
Generate reports for stakeholders
Qualities of a Data Scientist
A data scientist must have the technical skills and educational background to collect, analyze, and interpret data. They should also be highly competent in the programming languages required to apply data science techniques. Data scientists also need excellent communication and presentation skills to explain their findings to stakeholders and develop strategies to capitalize on the results.
3. Graphic Design
Visual content is vital to any marketing campaign, including:
Social media
Blogs
Ads
Branding
Web design
Product design
And more
Some graphic designers are also competent at creating video content, which could provide significant value and reduce the need for additional staff or contractors.
Graphic Designer Responsibilities
Creating and sourcing marketing content materials, graphics, photos, icons, logos
Creative direction to align with branding and campaign objectives colors, typography, visual layouts, images, video
Creating color palettes
Liaising with other teams to prioritize work
Complete visual content to a high standard while meeting project deadlines
Qualities of a Graphic Designer
A graphic designer must have a portfolio demonstrating their ability to create content for:
Marketing
Advertising
Branding campaigns
They must be excellent communicators capable of taking direction and following project briefs.
4. Content Manager
Content managers are essential in maintaining messaging and brand consistency across the organization. They might also fulfill a PR role with content partnerships or pitching company/product profiles to prominent publications and media outlets.
Content Manager Responsibilities
Developing and maintaining the brand/campaign’s voice through all published content
Strategizing a long-term content calendar to align with campaign/brand strategies
Commissioning articles, videos, graphics, and other content from team members and freelancers
Checking all content meets brand/campaign requirements before publishing
Partnership outreach and networking for PR opportunities
Analyzing content reach and reporting progress to stakeholders
Liaising with teams (social media, writers, designers, etc.) to prioritize and schedule content creation
Overseeing content and keyword research
Qualities of a Content Manager
Content managers must be excellent communicators to give writers, designers, and other content creators meaningful feedback. They must also have good planning and organizational skills and be capable of managing teams to meet deadlines. Charisma and strong networking skills are essential for a content manager’s public relations responsibilities.
5. SEO Strategist
Search engine optimization SEO is a crucial inbound marketing strategy. Many SEO strategists are also highly competent copywriters and researchers capable of producing quality content, which is the type of individual you want in a small business. SEO strategists will work with any:
Content
Websites
Landing pages
Products
The organization wants to rank in search results. An SEO strategist must be keen to identify search intent, what people are looking for, and how content can solve users’ problems.
SEO Strategist Responsibilities
Keyword research
Researching Google Analytics and Google Search Console data
Researching titles and H tags to structure content
Identifying the best places for CTAs
Ensuring web content is optimized for search engines, Google Maps, voice search, Alexa rankings, etc
Recommending backlinking opportunities to content manager
Analyzing top-ranking competitors for content optimization opportunities
Researching local search where applicable
Liaising with writers and designers to optimize content for user engagement and search engines
Competent with popular content management systems WordPress, Joomla, Ghost, Shopify, BigCommerce, etc.
Fundamental coding knowledge can help identify and fix technical SEO issues
Staying up-to-date with the latest SEO best practices and search engine updates
Qualities of an SEO Strategist
An SEO strategist must be a creative thinker capable of identifying unique keywords and ranking opportunities. They also require technical expertise to analyze data, read code, work with CMSs, and understand search engines.
6. Social Media Manager
Previously, companies didn’t see social media as an important part of their business, so they didn’t employ dedicated social media managers. In one previous role, you managed social media and edited a magazine. But having an effective social media presence is essential. If you’ve just set up your company, it’s a great way to spread awareness about what you’re doing.
It’s also a useful tool for:
Engaging with customers
Providing speedy customer service
Getting new product ideas
Nurturing leads
It can also be a sales tool, but only if used correctly. That’s why you have a dedicated social media manager who can balance useful and engaging content that promotes your brand. Smoothie company Innocent is a great example of getting the balance right. Throughout the COVID-19 pandemic and lockdown, they posted fun updates that have nothing to do with their brand, with content about the pet of the day and fun facts but serve to uplift their fans’ spirits. People are more likely to react positively when posting product updates.
7. Virtual Marketing Assistant
A virtual marketing assistant is a remote professional who supports businesses by executing essential marketing tasks, often without in-house oversight. Unlike general virtual assistants who handle basic administrative duties, virtual marketing assistants are typically trained in specific areas like:
Social media management
Content creation
Email marketing
Go-to-market GTM strategy execution
They’re particularly valuable to small businesses and startups that need robust marketing support but may not have the resources to maintain a full, on-site team. Virtual marketing assistants can enhance productivity by undertaking routine marketing activities, allowing in-house teams or founders to focus on strategic growth initiatives. They might oversee:
Social media calendars
Execute SEO strategies
Monitor analytics
Run paid ad campaigns
All while aligning with the company’s unique marketing goals and target audience. By outsourcing these tasks, businesses can tap into specialized marketing expertise at a fraction of the cost, which is especially useful for growing brands aiming to scale quickly.
Related Reading
• Marketing Cost for Small Business
• Offshore Virtual Assistant
• How to Hire a Digital Marketing Manager
• How Much Does Marketing Cost for a Startup
How Can Small Businesses Build Great Marketing Teams
1. Define Your Approach with a Solid Business Strategy
A solid business strategy serves as the backbone of a successful marketing team. Before hiring, define your business goals and timeline, identify revenue streams, and pinpoint where marketing can make the biggest impact.
Knowing this will guide the roles you recruit for. If you run an eCommerce store, you'll likely focus on digital marketing, such as social media or SEO. If you're in consulting, you'll prioritize relationship-building and might need a marketer skilled in networking or event marketing.
2. Consider the Size and Stage of Your Business
Your business size and maturity influence your marketing team structure. New businesses should focus on understanding customer needs and hiring marketers who know those channels well. If you’re more established, identify skill gaps within your team to determine which areas could use fresh perspectives or additional expertise.
3. Define Your Values and Culture
Culture is crucial to building a cohesive and driven marketing team. Define your company's core values, whether innovation, customer focus, or adaptability, and ensure your marketing hires align with these values. A team that shares beliefs and practices works better together and builds stronger client relationships, fostering accountability and mutual respect.
4. Set Realistic KPIs and Budgets
KPIs are essential for tracking progress. Determine your break-even sales volume and build your marketing budget around this. If your offerings have a lower price point, hiring a junior marketer to focus on brand awareness might make sense. Higher price points may call for someone more experienced to drive targeted strategies efficiently.
5. Know Your Customer Inside and Out
Understanding your target audience is the backbone of effective marketing. Know your customer demographics, interests, and purchasing behaviors to ensure your marketing team can use the right tools and strategies to connect with them. This approach helps your team choose channels and campaigns that align with your audience’s needs.
6. Plan Based on Time Needs
Analyze how much time your marketing tasks require. A freelancer might be a good fit for part-time work, while a full-time hire is better for intensive, daily needs. If you’re unsure about time estimates, consult industry contacts or mentors to get a sense of what’s realistic, and then create a roadmap for your marketing team’s daily, weekly, and monthly responsibilities.
7. Define Experience Requirements Based on Tasks
Think about your immediate needs. If you need social media management, simple design, and newsletters, an entry-level employee with enthusiasm and creativity might work well. For more complex responsibilities like managing campaigns or creating strategic content plans, look for candidates with at least a few years of experience.
8. Hire with an Eye on the Future
Choose team members who want to grow with your company. Marketing needs to evolve, so hiring someone open to learning and adapting can save you time and resources in the long run. During interviews, ask about career goals and work ethics to find people motivated to expand your business and embrace new roles as needed.
Empowering Startups with Expert Marketing Assistants for Scalable Growth
Founders Arm helps startups and agencies supercharge their growth with highly trained virtual marketing assistants. We specialize in finding top-tier offshore talent beyond basic admin. Our assistants are skilled in:
Social media management
GTM strategy execution
Comprehensive marketing support
Our unique offering includes:
AssistantOS (detailed blueprints for delegation and automation)
24/7 customer support capabilities
A rigorous selection process where we handpick the perfect assistants from over 1,000 candidates.
Each assistant is screened for:
Excellent English
Relevant experience
A proven track record with offshore companies
We offer affordable rates without placement fees, perfect for funded startups (pre-seed, seed) and consumer apps looking to scale from 1 to 100. Our assistants help you reclaim your time and amplify your growth strategy by supporting tasks such as:
Customer support
Email management
Social media
Admin tasks
Handling Your Marketing: Do It In-House Or Outsource?
Consider your business's unique needs, resources, and goals when deciding between in-house marketing and outsourcing. In-house marketing allows for a deep understanding of the business and offers flexibility and control. However, it can also be limited by resource constraints, skill sets, and a need for external perspectives.
Outsourcing marketing provides access to specialized expertise, cost flexibility, time efficiency, and fresh perspectives. However, it can present challenges in communication, control, dependence on external partners, and a potential need for in-depth knowledge of your business from a team working with several clients. To make an informed decision, carefully assess your requirements, budget, timeline, and available resources.
The Hybrid Approach: Combining In-House and Outsourcing for Marketing
It's not an all-or-nothing decision when deciding whether to contract out marketing duties. Your company can outsource parts of the marketing department or specific tasks while keeping other marketing responsibilities in-house.
A hybrid approach combining in-house and outsourcing can be an effective solution for businesses without the budget to hire a fully staffed marketing team. By hiring a digital marketing agency, companies can access a range of experts while retaining some in-house capabilities.
Leveraging In-House and Outsourced Talent for Scalable Social Media Success
With the salary of a social media manager, you could hire a professional social media firm and gain access to various digital marketing specialists. As the business grows, a hybrid model allows for a blend of in-house expertise and outsourced agency services.
This approach ensures that the company’s voice is consistently represented while benefiting from the fresh ideas and strategies an external agency provides. Core marketing activities can be managed internally, while specialized tasks, such as social media management or advanced analytics, can be outsourced to experts.
Related Reading
• Benefits of Outsourcing Marketing
• Outsourced Marketing Manager
• In House vs Outsourcing Marketing
• How to Hire a Virtual Assistant for Internet Marketing
The Key to Maximizing The Impact of a Marketing Team for Small Business
Allocate an Adequate Budget: The Minimum Requirement for Success
Underfunding is one of the main reasons small marketing teams fail to achieve high ROI. A reasonable budget ensures you have the resources to employ effective strategies, invest in quality tools, and remain agile. When budgeting, remember that every dollar spent strategically can amplify your reach, while a lack of funds can undermine even the best-laid plans.
Invest in the Right Tools: Avoid the Temptation of Glitzy Technology
With limited time and personnel, each tool should help streamline essential tasks. Avoid investing in tools that require lengthy onboarding or don’t align with your team’s skillset. Prioritize tools that enhance productivity, like automation for social media posting or analytics for campaign tracking, which allow your team to focus on high-impact activities.
Identify Core Priorities and Stick to Them: Focus is Critical
There’s no margin for unnecessary tasks when working with a small team. Identify and focus on the highest ROI activities, such as:
Generation
Social media engagement
Content creation
Create a clear, actionable plan that outlines how each marketing action will support your primary business goals. This will ensure that your team’s limited time and energy are used well.
Outsource Specialized Tasks: Stop Trying to Do It All
Did you know the United States outsources approximately 300,000 jobs each year? Small teams often benefit from outsourcing tasks requiring specialized skills or significant time investment.
Rather than stretching your team thin on tasks like:
Graphic design
SEO audits
Copywriting
Outsourcing can also be cost-effective and let your team focus on strategy and execution. It also saves training costs and accelerates implementation since experts handle the work.
Leverage Each Team Member’s Unique Talents: No one is a “Marketer.” Everyone has a Specialty.
Every individual plays a crucial role in a small marketing team. By aligning tasks with each member’s strengths, you maximize efficiency. For instance, a team member skilled in analytics could handle data-driven tasks, while someone with strong creativity could work on content. This focus helps maximize limited resources while keeping the team engaged and effective.
Monitor and Adapt: Be Agile
Measure your results consistently. A small team has the advantage of agility, allowing you to adjust strategies quickly if a campaign isn’t performing as expected. Use analytics to understand what works and refine your tactics. This adaptive approach helps your marketing team improve continuously and focus on initiatives with the best results.
Related Reading
• Virtual Assistant Platforms
• Offshore Marketing Services
• B2B Offshore Marketing Services
• Marketing Recruitment Agencies
• BPO Marketing
Get a Free Custom Plan on How to Delegate Tasks and Scale
Founders Arm helps startups and agencies supercharge their growth with highly trained virtual marketing assistants. We specialize in finding top-tier offshore talent beyond basic admin. Our assistants are skilled in:
Social media management
GTM strategy execution
Comprehensive marketing support
Our unique offering includes:
AssistantOS (detailed blueprints for delegation and automation)
24/7 customer support capabilities
A rigorous selection process where we handpick the perfect assistants from over 1,000 candidates.
Each assistant is screened for:
Excellent English
Relevant experience
A proven track record with offshore companies
We offer affordable rates without placement fees, perfect for funded startups (pre-seed, seed) and consumer apps looking to scale from 1 to 100.
Our assistants help you reclaim your time and amplify your growth strategy by supporting tasks such as:
Customer support
Email management
Social media
Admin tasks
Please provide your email and company to get a free custom plan for delegating tasks within your business and scaling intelligently.
