Are you currently doing your own marketing for your business? Are you acting as the Chief Marketing Officer of your business as well as the Chief Executive Officer? Feel like your marketing to-do list is never-ending? Well, that is because even though technically you are filling in for one title (You can call yourself whatever you want: Chief Marketing Officer, Marketing Director, Head of Marketing) the fact is that you are having to perform five different roles. And if all five roles aren’t currently being covered then it is likely that your business growth and success is suffering as a result.

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In this post, I’m going to break down what the five different roles are. This will help you to understand what the roles you need to perform in your business are, as well as be able to identify what types of people you’ll need to hire as your business grows.

 

 

1. THE STRATEGIST / PLANNER

The first role is the Strategist or Planner. This person is someone who looks at the big picture for your business and creates a marketing strategy for you. They will be responsible for ensuring that you have considered the 4 P’s of the marketing mix (Price, Product, Promotion and Place). They will decide what are the best channels for you to market your business by taking into consideration your business, your target market and you. Then they decide what you should be doing on each channel and how often.

 

 

2. THE COPYWRITER

The second role is the copywriter. Once you have an idea about your marketing campaign or activity you’ll have to start getting together your assets and copy usually plays a major role in asset creation. A copywriter for choosing the right words. Words that will inspire, motivate, uplift, persuade and most importantly buy. They will do everything from creating catchy taglines and headlines to writing blog posts, emails and sales pages.

 

 

3. THE DESIGNER

The third role is the designer. Whilst words are important, nowadays you often will need designed elements too and this is where a designer would usually come in. In the first instance, the designer might help you to create brand assets that are about positioning your business and creating a consistent look. This can be done through your business cards, email banner and website. Then your designer will create assets specifically for you campaigns or planned activity. For example. if you might get social media graphics, Pinterest pins, thumbnails for videos and Facebook ads. Ultimately, this role is responsible for everything visually. They will make sure that your designs are consistent with your brand, whilst ensuring they are suitable for the various different channels/platforms you are using.

 

 

4. THE EXECUTOR

The fourth role is the designer. At this stage, you have a plan of when activity is meant to happen and you have all of your assets made. Now it is time for the activity to happen. This is where the executor comes in.

With this role, you have a few choices. You can be responsible for executing everything in real-time. This is how most people get started. However, there are smarter ways to work.

Firstly, you can look at where automation can be used. You might decide to build all of your emails in advance and have them ready in your email service provider ready to go. Or you might use a social media scheduler (I love Later – find out why here) so you can schedule your social media activity in advance.

Secondly, you could consider getting a VA. For many solopreneurs their first hire will be a VA and it makes sense for them to fulfil the executor role. If you have a comprehensive plan then you don’t need someone with a great level of expertise to make it happen. The executor role requires someone with time rather than a great knowledge of marketing.

 

5. ANALYST

Last, but not least, is the fifth role – The Analyst. This is the person who will look at every different aspect of your marketing and analyse it’s performance. They will look at your return-on-investment (ROI), engagement, growth, open rates, click-through rates, bounce rate and so much more. They will be able to pull together data from multiple sources and turn that digestible information that allows you to see what works, what doesn’t and key learnings to use in the future.

 

 

CAN YOU NOW SEE WHY MARKETING YOUR BUSINESS CAN BE OVERWHELMING?

Now if you are looking at those five roles and feel daunted don’t be. The fact is most people have to perform all five roles by themselves in the beginning. However, the reason I want you to really think about the different roles is to help you to see which roles are more natural to you. For example, if you are someone who is complaining about not having enough time to market your business as consistently as you would like to then you should focus on hiring an executor. Or maybe you currently are showing up consistently and have lots of marketing activity happening, but you aren’t really taking to the time to analyse the data and see what is really working. In that case you should focus on hiring an analyst.

Take a moment to think about what you are currently doing and your natural strengths and weaknesses. What roles do you need to either invest time in upskilling yourself or outsourcing to someone else?

 

Now even though I class myself as a generalist marketer and have had to perform all of the above roles I know my strengths lie in strategy and analysis, which is why my signature 1:1 service is an Intensive Strategy Day.

 

 

When you book a strategy day I will specifically help fulfil two roles: The Strategist and The Analyst.

The first thing I do with any client is to review any current marketing activity. If you have Google Analytics set up I will head over to gain a better understanding about your marketing and your website. If you have been running paid advertising I will review their performance. If you have been sending emails I will go into your email service provider and have a look at how your email marketing is performing. I do all of this analysis before we have our strategy day. This means when we work together I’m creating a strategy based on that analysis. I know what you’ve done. Have focused on what is and isn’t working and used that knowledge to help create a strategy that will move you and your business forward.

Then on the Intensive Strategy Day, I will be crafting a personalised strategy for your business. By the end of the day you’ll be crystal clear on where you should be marketing your business, how often and what you need for each channel and/or platform.

Then you have a choice. You can perform the other three roles yourself to get your activity created and running. Or you can hire someone to do those roles too. You can find out more about the Intensive Strategy Day here and if you would like to jump on a call to make sure it is the right service for you you can book a call here.