Editor's note: Content in this post has been updated and expanded in Gremlin Social's guidebook -- How to Structure a Bank Marketing Department.
Marketing teams come in all shapes and sizes – some banks have unlimited resources for digital and traditional marketing, others have to do more with less to accomplish the team’s goals. Whether you’re looking to add to your current team, or learn more about the qualities and skills that successful marketing teams exhibit, the following positions can serve as a guide for the types of roles that will help your bank promote its brand across multiple platforms.
Digital Marketing Director
This person is often the head of all things digital, including social media, website content, email marketing, and SEO/SEM. They work closely with the managers and directors from other departments within the organization to both share current digital marketing projects and results, and act as liaison for the company’s online marketing requests and ideas.
Social Media Strategist/Manager
The social media strategist or manager, if you have a complex enough social media presence to need one, is a strategic thinker who helps keep the social media team on track, rather than posting precariously without direction. The strategist is the outward-facing member of your team who interacts the most with the social media community, and works to engage the company’s social media audience and foster excitement around the brand. This person works directly with the Digital Marketing Director to flesh out campaigns and set goals, but focuses solely on the social media execution and performance.
Content Contributor/Content Manager
The content-driven members of your team provide the messaging you’re sharing with your networks, whether that’s social post copy, blog posts, video scripts, website or ad copy. For banks focusing on a content marketing strategy, this is role is crucial for your team.
A marketing intern can, in many ways, act as a catchall for the marketing team (if you are lucky enough to have one). In some cases, the intern may end up managing the majority of your social media activities. If this is the case, be very careful to make sure the intern understands the company’s voice, and knows who to reach out to with questions so he or she feels supported. Depending on how large and advanced your social media team is, your intern can have quite a range of responsibilities – from assisting the social media team in various aspects (content, community management, and reporting, to name a few) to acting as one of the aforementioned positions in full for the duration of the internship. An intern’s most important responsibilities during his or her tenure with your company is to understand and exhibit the company voice in all social media communications and abide by the social media policy.
Determine Team Structure
Now that you’ve determined the positions that make the most sense, it’s important to structure a hierarchy for you bank's marketing team. Outlining the operations so that teams know how they can share their progress, to whom they can ask questions, and have an understanding of the level of accountability that exists on the team will help keep operations moving fluidly. It’s not about having a boss and determining underlings – it’s about providing support. A true internal team atmosphere – where information is shared openly and goals are regularly discussed with proper processes in place to meet them – will foster a positive environment.
Having a leader who has the team’s back and who is ultimately responsible for sharing team activities with the rest of the company will take pressure off the other team members so they can focus where their skills are most useful.
THE DIGITAL MARKETING DIRECTOR
The Digital Marketing Director is often the one who holds the responsibility of leading the team and reporting to other department leaders and the head of the company. This is also the person who your content manager and contributors can reach out to if they have a question as to whether something is appropriate to share with your audience.
SOCIAL MEDIA STRATEGIST & CONTENT MANAGER
The Social Media Strategist and Content Manager can work together to create campaigns that will achieve team goals, and can collaborate to bounce ideas off each other. Both these team members often directly report to the Digital Marketing Director, who would have ultimate say as to whether a piece of content moves forward or a strategy is put in place.
Content Contributors can always connect with the Content Manager for an extra set of editing eyes. The content contributor reports directly to the content manager, making sure he or she is on track with deliverables and meeting benchmarks for the team goals.
The intern would be accountable to whomever he or she is working with, but ultimately report to the Digital Marketing Director.
Monitor Your Team’s Activities
No matter how you’ve structured your team, one of the most important precautionary steps you can take is to set up a “checks and balance” system to help ensure you don’t wind up in the news for an inappropriate tweet. By using social media management and compliance software, your team can work together in a common space to alert each other of customer comments, monitor keyword searches or hashtags, assign each other messages, and view your account reports and analytics.
This shared space can also allow you to protect your bank's social media passwords, as you can give access to various accounts without sharing login information. Not only that, you can assign different levels of access – meaning your intern may be able to view messages and assign them to team members, but not be able to post anything to a social media account on his or her own without getting approval from another team member first. No matter the level of experience or trust you may have with your employees, mistakes happen. Requiring a second set of eyes to see every post that goes live may add an additional layer of time to your social media activities, but it certainly decreases the likelihood of a public relations nightmare.
Teams work better when they know what each member is up to, and when they have a place where they can workshop ideas and get advice. As busy as the workweek may get, be sure to make regular meetings a priority for your team. One of the most important aspects of any team workflow – whether it’s social media-related or not – is communication. Providing your team members with the opportunity to share their ideas, understand what they’re working toward, learn more about the bank and its overall business model, and know who they can ask questions to will boost your team’s morale (not to mention effectiveness!).
So as you work to build your bank's marketing dream team, remember to keep the conversation channels open. It will help the team grow closer and more trusting of each other, help you reach goals faster, and bring your marketing efforts to a new level.
How to Structure a Bank Marketing Department
Download this quick guide from Gremlin Social to learn who does what, the right structure to execute your social media strategy, and how social media management and compliance software can help.