What does a Director of Marketing do?
You’re a business owner not only running your business, but your marketing as well. And it’s a lot.
Most business owners that I meet tell me their marketing efforts fail because they don’t have time or the know-how to create an overarching plan, or can’t maintain consistency because marketing simply falls by the wayside. We only have so many hours in a day, and marketing has a lot of moving parts. That’s when a part-time Director of Marketing can be an ally.
They are an expert resource
Advertising has gone well beyond the days of radio and newsprint, as you well know. There are now so many channels, tactics and audiences that you can approach - but as a business owner your focus is not on emerging digital tools and the intricacies of paid search advertising. That’s why you need an expert on your leadership team. Marketing is both a cost centre, and a revenue generator, depending on the channels and content. You need someone who has in-depth insight into all of the different marketing mediums, audiences, and types of content, to tell you what to test and what to forgo.
Give guidance and educate
While sharing analysis of your business’ current state, and recommending new directions, a great Director of Marketing will educate you on your options thoroughly. Which channels to use, whether they are written content, public relations, social media influencer marketing - whatever combination they feel is your best go-to-market approach. This enables you to make decisions with a full understanding of the strategy, and the ability to analyze the execution - which channels are working and need to be further invested in, and which channels aren’t.
Focus on marketing while you run your business
There are a lot of moving pieces when it comes to managing social media accounts, writing blogs and sales material, create materials for conference booths, and optimizing your website for search. You have a business to run, and marketing is one key part of that business. By bringing in senior talent, you can be confident that your marketing efforts are being run smoothly, with consistency, at a quality that you can be proud of representing your brand.
Come with the resources and abilities to complete projects
Not only should your Director of Marketing have knowledge of channels and tactics, but they should have access to experts who specialize in each. A great strategy is the foundation of a great brand, but it must be executed well to be reality. Having the right experts and scalable teams to bring a project to life is crucial.
Evaluate tactics critically
Some tactics will outperform others, some will generate leads while others will validate your brand. When looking at a mix of marketing tools, it is necessary to evaluate them regularly and make recommendations to maximize return on your marketing spend. Bringing in an expert will allow you to fine-tune a marketing plan that elevates your brand, and delivers relevant solutions to your new and returning customers.