Marketing Management 101: Team Building

We all know how important effective marketing is. In order to build brand awareness and create a following, you must have a strong team of marketers. However, managing any team carries with it a unique set of challenges. Marketing management is no different. In fact, managing a team of marketers poses distinct challenges largely due to the breadth and depth of knowledge necessary to run successful marketing campaigns. Marketers come from a variety of backgrounds and it is important to build a team that works cohesively if you want to be successful. So, just how can you build and manage a marketing team?

Guide to Marketing Management

Marketing Management

Hiring the Right People

In order to manage any team, you have to first assemble a team. When you are working through the hiring process, you should consider not only the strengths and weaknesses of each of the candidates but also how those strengths and weaknesses compliment those of your existing marketers. For example, if your team consists largely of writers, it may be worth looking for an applicant who excels in the field of SEO. On the other hand, if your team lacks members with a background in writing, it could be worth your time to look for those with a background in journalism or another related field. Ideally, you are in a position to choose each marketer due to a specific and unique strength that they can bring to your creative table.

Delegating Appropriate Tasks

Once you have intentionally built your marketing team, you should have a sense of what types of tasks each marketer is best suited for. However, before beginning to delegating tasks, take some time to break down what needs to be accomplished and why. What are your goals and how do you aim to achieve them? By spending time ensuring that you fully understand what will go into each task, you can ensure that you are assigning the right employee to each project. For larger projects, you can even break them down to have certain employees work on certain aspects. One of the benefits of having a balanced marketing team is that the end product is often better than any one marketer could produce independently.

Checking In

After your team is up and running, they will hopefully manage themselves to a certain degree. This said, marketing management does require some degree of checking in with your team. With a team full of employees from different backgrounds, it is important to ensure that each marketer is using their respective skills within the context of the bigger picture. As marketing has developed alongside technology, many companies have a propensity to divide traditional and online marketing. However, by doing this those companies are missing out on many potential opportunities. Communicate frequently with your team members to ensure that everyone is fulfilling their responsibilities with both aspects of marketing in mind. Assuming that your team is doing this and communicating with each other, you will be surprised by how much more exposure your brands receive.


In short, the key to managing your marketing team is building the right marketing team. In addition to looking for certain characteristics of good marketers, look for marketers with the right skill set given your teams needs. While this will not ensure that everything runs smoothly, it will certainly make your job easier and enhance the overall quality of your team’s work.

The Importance of Brand Storytelling

What is the importance of brand storytelling? The age of social media has become a great force in influencing consumers’ views of various brands, making online marketing more important now than ever. In fact, social media platforms such as Twitter, Instagram, and Snapchat have gained popularity due to its appeal to customers, specifically through its use of storytelling. Brand storytelling is an important way to connect with your audience as well as expand your audience engagement. In this new era of marketing, personalization and networking have become important factors of successful marketing. This could be seen in the rise of fan bases in YouTube influencers as well as online bloggers. By establishing a connection with your targeted audience, storytelling can help you with brand awareness. Do you want to implement a successful marketing strategy to market your brand? Learn more about the importance of brand storytelling with these helpful tips.

The Importance of Brand Storytelling

The Importance of Brand Storytelling

What is Brand Storytelling?

Brand storytelling is a strategy used in brand marketing to increase brand awareness. Just as the word implies, brand storytelling is the act of telling a story through various mediums (e.g. videos, posts, social media, and etc.) to capture your targeted audience’s attention. Brand storytelling can strengthen and increase your audience by creating an emotional connection to your audience. Today’s audience is driven by personal connections that they make with brands. Engaging in brand storytelling can open doors to expanding your targeted audience. The importance of brand storytelling lies in the ability to successfully evoke emotions within your audience to establish a relationship. Implementing a successful brand storytelling strategy will help your audience learn more about your brand, helping you grow your audience.

Why Should Your Brand Engage in Brand Storytelling?

There are many benefits of brand storytelling. For example, a strong brand storytelling marketing strategy can distinguish your brand from your competitors. An important aspect of converting audience is by being memorable. As a matter of fact, studies show that certain parts of the brain are activated when you are engaged in storytelling. The importance of brand storytelling lies in its ability to capture the audience’s attention. Ultimately, consumers want to build relationships and network with brands. Fostering a community of engagement between your brand and your audience will greatly help establish a connection. With a strong strategy in brand storytelling, you will ultimately establish brand loyalty as your audience begin to associate your brand with your content.

Seven Tips for a Successful Brand Storytelling Strategy:

  • Focus on your consumers’ wants and needs: In order to generate brand awareness, you need to appeal to your audience, and that means that you need to focus on what your consumers want and need. At the end of the day, your audience is the people who you are selling your brand to, so prioritize them and listen to what they want. Tailoring your content to your consumers’ preferences is crucial to creating an appealing story.
  • Be aware of trends: Trends are constantly changing, but there is no surprise that they affect your audience. Remember the era of the Unicorn Frappuccino? Don’t dismiss cultural trends because they can be key to marketing to your audience.
  • Create customer value-oriented content: One of the goals of brand storytelling is to convert consumers and retain the ones that you already have. You want to evoke emotion in your audience and eventually change their beliefs and opinions of your brand, which will influence consumer behavior.
  • Venture into various mediasVideo marketing is one of the many popular platforms for brand storytelling. In fact, brands such as Weight Watchers, Apple, and Dove have gained popularity for their successes in brand storytelling through video marketing.
  • Don’t dismiss the basic structure of a story: A great story has a beginning, middle, and end along with a climax and a resolution. Don’t forget about the foundations of what makes a great story!
  • Evoke emotions in your audiences: Stories based on real experiences will generate more success because they convey raw emotions, making it easier for your audience to relate to your brand.
  • Bring out your brand’s personality: At the end of the day, you shouldn’t compromise your brand’s values. Highlight your brand’s personality through storytelling to help your audience learn more about you.
The Importance of Brand Storytelling

Infographic courtesy of Fathom

Why Your Site Needs an SEO Audit

It’s about time you have yourself your good ol’ fashioned audit. No, I’m not talking about an audit in a traditional sense, so you can stop burning those receipts and allocating your funds into those secret bank accounts, I’m talking about an SEO audit for your website. Before we get into things, however, I’ll give you a brief rundown of what an audit is, and what it will do. An SEO audit essentially combs your site to find areas where you can improve your onsite and offsite SEO. You’ll be to identify broken links, pages that aren’t optimized, and duplicate content among other things. While everyone should perform an SEO audit every now and then no matter how successful your site is, below are a few warning signs that you should perform an SEO audit ASAP.

5 Reasons You Need An SEO Audit

SEO audit

1. Broken Links

If you notice, or if your audience is noticing a lot of broken links, it might be time for an SEO audit. Broken links are a nuisance for visitors of your site, and they can often deter viewers from staying on your site. Essentially, broken links can decrease your conversion and lose you a lot of money if you let them get out of hand. An SEO audit will essentially find all of these broken links so you can repair them as soon as possible.

2. Algorithm Update

These updates are constantly occurring, which changes the things that you need to rank well on a SERP. Things you may have done in the past could be hurting your website after an update. When there’s been a massive change in search engine algorithms, it’s time to perform an SEO audit. This will enable you to maximize the compatibility of your site’s current SEO with that of any new algorithms. These algorithms occur pretty frequently, so make sure you’re checking in for any major updates that could hurt your site.

3. Visitors Are Down

Many website owners will notice that their traffic amount and conversion has decreased recently and immediately assume that it’s a marketing or advertising issue. However, it might be the way your website is optimized, so an SEO audit can make sure that you’re not spending money trying to fix the wrong problem. There are a few reasons that traffic could be decreased. You might need to reoptimize your pages. The way we search for things and what devices we use to search for them are constantly changing, so make sure that you’re optimizing your pages by using SEO best practices.

4. Duplicate Content

Duplicate content can strongly hurt your SEO rankings. While we hope you at least know that you shouldn’t be copying the same content onto multiple pages, there are still a few ways that you might be duplicating content without meaning to. If you have a product or service on your site that is on multiple pages, the descriptions of the content might be flagged as duplicate content. Although it can be a pain, make sure the content of your pages is at least slightly unique. One other aspect of duplicate content that many won’t realize is not using canonical tags for their site. Using the canonical tag prevents problems caused by identical or duplicate content appearing on multiple URLs. This is to prevent Google from viewing pages starting with “http,” “https,” and other URL starters as different pages with the same content.

5. Outdated Content

One final reason that you might need an SEO audit is to identify outdated content. Not only can you identify content that needs to be updated, you can even use an SEO audit to identify content that might be worth repurposing as a guest blog on another site, or a more extensive article on your own site. Either way, breathing new life into your content can go a long way.

Need some an advice on an SEO audit? Shoot us an email or a message on Facebook!

How to Know When to Quit Your Job

Change is scary, especially when it comes to changing careers. There are many things you likely worry about in trying to decide when to quit your job – what if the new job is even worse than the old one, or what if there is no better job out there that has equal or improved pay? Yet, at some point, you have to bite the bullet, so to speak, and find a new job. Eventually, if you are unhappy at work, the pain of staying will be greater than the fear of the unknown. Like with any big change, it’s easy to find excuses and put something off until later, but there are some sure signs that it’s time for a new career.

Here are four things to consider in deciding when to quit your job.

Ask Yourself These Questions to Decide When to Quit Your Job

when to quit your job

Are you passionate about the work?

When we ask about passion, we’re not only talking about whether or not you like your job. We aren’t implying that you have to be excited to go to work every day in order to be passionate. We all have good days and bad days. What we’re talking about is, even on the days when you’d rather sleep in, is there something about your job that inspires you or moves you forward? Is the work that you are doing meaningful on at least some level? Are you still doing the job to the best of your ability, or is your lack of passion causing you to slack at work? If you dread going to work every day, it doesn’t have to be this way.

How’s your work-life balance?

Is the stress from your job affecting your life outside of work? If so, that’s a good sign that you need to move on. Although some days are naturally more stressful than others, if that stress is so consistent that you can’t enjoy your free time without worrying about work issues, a line has been crossed. Remember, work hard, play hard. If you can’t balance these two things at your current job, consider looking for a new one that has more flexibility.

Are you still learning new skills?

Consider whether or not you are still learning at your job, or if there is room for advancement. If you feel like you’re not passionate about your current position, is there somewhere else within the company for you to go?  Maybe it’s not the time to quit your job, but to advance your position within the company. If you are no longer learning or growing in your career, and there’s no possibility of advancement, start looking for your next career move.

Do your colleagues bring you down?

You may think that company culture is some bogus thing that people talk about to sound cool, but it’s actually very, very important. Think about it. You spend more time with the people you work with than you do with the people you live with or hang out with outside of work. If your co-workers are negative, not friendly or creating a toxic work environment for you, it could be that you aren’t connecting with the company culture.


If you are looking for a career change, check out Track5Media! Not only do we have available positions at our company in Lancaster, Pa, but we also manage several websites that connect professionals, from healthcare workers to truck drivers, to new jobs all across the country.