To be frank, most foreign businesses we’ve encounter simply don’t possess committed resources when it comes to marketing in China. Their marketing teams are often undertrained, overworked, understaffed, or don’t exist at all!
As you progress on your journey to market to China, it will become apparent to you that a specialized digital marketing in China is mandatory. If this is ignored, a foreign business will fail to gain traction and see below-par results.
However, while most foreign businesses do understand the importance of a dedicated China marketing team but don’t know where to begin.
Running prominent China digital marketing campaigns requires advanced expertise, knowledge, and time-efficient strategies. This is far too complicated for a one-person team and therefore demands a specialized team.
But hiring A+ players for your China digital marketing team can be expensive. In fact, research by Yahoo Finance indicates digital marketers are now earning over $200,000 with an average annual earning of $150,000+. Even those entering this segment are being paid a whopping $73,000+!
Is this starting to concern you?
Don’t worry! This article is a one-stop analysis on what’s required to build a picture-perfect internal China marketing team at a cost-efficient rate. Yes, it’s possible to achieve such a reality.
Step 1: Emphasize The Structure of Marketing Team
A simple flow chart with organizational positions won’t cut it. A well-integrated China marketing team requires “out of the box” thinking for maximum efficiency. Your China marketing team and its structure should be constructed around foundational goals and KPIs. This will guarantee consistency, efficiency, and make it easier to compensate the team for its work.
Here is a deeper analysis of pre-determined organizational structures around the world and how they’re inefficient.
Traditional Models
Marketing experts employ varying models based on their business strategies and goals. These may include geographic, function-centric, channel-centric, or other similar structures. The variation means a customized strategy is of utmost importance because there’s no such thing as “one size fits all.” Each model is unique, effective, and has its drawbacks.
In general, none of these models are awful. It’s essential to note the importance of customized structuring for your organization to promote business goals.
Let’s assume a business has set a goal to become “customer-driven” and wishes to adjust its structure based on this reality. The ideal option would be to pursue a “segment-centric” model. This model will set small divisions based on pre-determined audience segments. For example, the divisions may include consumer insights, acquisition marketing, marketing analytics, and content marketing.
Unfortunately, such divisions or units may give rise to inefficiencies. Their responsibilities may start to overlap and become redundant leading to a waste of resources. In modern times, marketing teams employ the use of analytics software to avoid redundancy among the various divisions. This software helps establish a centralized system to manage, analyze, and use data for marketing purposes.
In fact, this is highly recommended according to Oliver. By eliminating duplicate capabilities, a business can optimize its support functions and improve underlying marketing structures significantly. The study revealed a 23% rise in productivity.
Of course, your marketing organization is different and may have a unique set of divisions/units. The best approach is to analyze your current structure and start to remove underlying inefficiencies.
Structuring China Marketing Team’s Size
Marketing leaders have clear-cut goals and they begin with a simplified approach to specializations. They want a set amount of employees based on specific roles. Marketing leaders also require order in the hiring process to streamline everything.
To begin laying down a plan, it’s best to analyze your current team. Start piecing together roles for each member and what their contribution is to the greater good. The role assessment is constructed using three pre-determined categories (Attract, Convert, Close).
- Attract – Designers, Content Writers, Social Media Managers, and SEO Specialists
- Convert – Sales Conversions, Conversion Optimization, Landing Pages, CTAs (Call to Actions), Lead Scoring, and Nurturing
- Close – General Sales or Sales Enablement
Completed the categorization of current team members?
This should give you an excellent idea of each team member’s position, role, and responsibility in the sales funnel. In most cases, it becomes apparent; you’ve been overemphasizing one of the three categories. With this in mind, it’s time to assess the organization of your team and the right way of going about it.
In most cases, marketing teams overemphasize the “Attract” category and that’s a major flaw.
It’s important to avoid overreaching on one category and emphasizing one part of the sales funnel. Marketing leaders should always pursue a well-rounded structure. Your sales team will fall apart if it’s not built on the shoulders of optimal content creation, brand awareness, and lead acquisition. Having a million sales professionals is useless without a world-class lead generation method. This is how you build a well-oiled marketing machine.
Let’s assume your team has four members for email marketing and one member for content creation/designing/social media management. Immediately, it’s clear, one member is overworked and will provide insufficient results regardless of his/her ability. You need the right amount of members in each category to maintain optimal results. In this case, you’re not going to generate enough quality content to keep driving in traffic. With less traffic, you reduce the number of leads for your email marketers to contact.
Your “Attract” category is the best place to start building a marketing team. Quality content is priceless and will produce exceptional results. If you ignore the content, you will hate the long-term results. A real-life example of this is seen with one’s retirement savings. You may lose a bit of your paycheck in the short-term but you gain access to a huge amount of money in the long-term.
Step 2: Pen Detailed Job Descriptions With Accompanying KPIs
While building a China marketing team, it’s important to realize the value of high-quality job descriptions and KPIs.
If the goals are clear-cut, it’s easier for the employee to come in knowing what’s expected of him/her. It’s easier to invest in this now rather than trying to explain yourself post-hiring.
What does a quality job description include?
It should mention the following information:
- Personal Information (Name, Direct Reports, Title)
- Job Responsibilities
- Job Purpose
- KPIs (Key Performance Indicators)
- Personal Characteristics
Take the time to analyze each job description to optimize results and generate a positive work environment. This should include detailed evaluation of the employee’s performance.
Step 3: Encourage Performance and Results
It’s best to set rules and follow them while structuring your marketing team.
Here’s a look at the most important rules.
Set Higher Salary (5-10% Above Competition) and Positive Work Environment
Imagine putting in the hard yards, hiring a professional, and losing them in a month. It happens all the time because the offered salary is too low or the work environment is taxing. For optimal results, it’s best to create consistency to reduce your turnover rate.
According to experts, it’s smart to go ahead and pay above industry standards. This means you pay 5-10% to hire better talent and set the right tone. You should also look at creating a positive environment where it’s not all about work. Simple changes such as regularly going out as a team can make a major difference.
Remember, every workplace has a “culture” that defines it.
Some are scholarly, while others are cutthroat and professional. You want to steer clear of these settings because they’re toxic and far too traditional. Modern work environments should be easy-going with set goals for each employee.
For the salary, you want to take the time to do your research.
Sites such as Salary, Payscale, and Glassdoor offer tremendous insight into the “going rate” for each position.
If you’re going out and hiring a content marketing manager, go to each website and determine an attractive salary figure that will woo quality professionals.
You want to develop ranges when it comes to salaries.
For example:
- Quartile 1: $60,000-$68,000
- Quartile 2: $68,001-$77,000
- Quartile 3: $77,001-$90,000
- Quartile 4: $90,001-$100,000
Yes, this is a broad range but the right quartile is selected after assessing the prospect’s credentials (education, experience, specializations).
In essence, “Quartile 1” is reserved for a professional with the bare minimum inexperience. You can build from there.
Plus, these quartiles are ideal for offering structured raises over time. If you have this information laid out, it’s easier to determine if a content marketing manager’s request for a raise is logical or not.
Place Importance on Teamwork
An independent team member is nice but not ideal. You want someone who is ready to share, learn, and explore the nuances of being in a team.
If they don’t share, it brings the collective group down.
You want to create a culture where the information is passed down. This helps the company grow while everyone gets a chance to climb up the ladder rung by rung.
Don’t Be Afraid To Fire Employees
Yes, no one likes firing employees but it’s a decision you have to make at times.
It’s normal to have 1-2 employees who don’t provide adequate results.
Set up a system to give each employee a chance to grow but don’t be afraid to fire those who refuse to get better or can’t keep up.
It’s best to follow a “Three Strikes and Out” policy with employees.
- Strike 1 – Email Notification: This is a gentle reminder about their performance and the responsibilities they’re failing to meet. Make sure to ask for a reply before placing it in their file.
- Strike 2 – In-Person Meeting – If progress isn’t made or their behavior worsens, it’s time to have a one-on-one meeting. This should be documented as a second and final warning.
- Strike 3 – Termination – This is the last strike. It’s best for both parties to go their separate ways.
Step 4: Learn To Setup Rigorous Training Program
Bringing in great talent is a step in the journey. There’s more to do as a business while developing your ideal marketing team.
This is where training comes into the equation.
Aim to hire the best and then train them passionately. You want to integrate them into the setting and illustrate your seriousness as an organization.
You want to train them on the company’s vision, requirements, and what’s expected of their position in the team. This is a stepping-stone for their development as a professional.
