For when there is only the ‘me’ in team
Imagine you are a soldier trying to protect Earth from an alien invasion. It’s what you’ve trained for your whole life. Noise and fire engulf the night sky. As the aliens advance, you take aim with your cannon and fire. Some of the ships are destroyed but are quickly replaced by others. The same thing happens over and over again. What do you do?
It’s exactly the same dilemma that faces the solo, in-house marketer. Alright, so it’s not exactly the same. But sometimes as the only marketer in an organisation, it can feel like you’re constantly playing Space Invaders – and losing. Here’s how to win:
1. Seek focus from above
No, I’m not talking about a religious experience here but I am referring to a ‘higher power’: Your boss. When you’re an in-house, solo marketer requests for assistance will come at you from all angles. Now is the time to focus and refine.
You will need to focus your marketing efforts on what will get your organisation results both in the short term and long term. It is critical to get guidance from your boss on exactly what your organisation’s priorities are. Without it, you’ll be spread too thin and won’t have enough marketing ammunition to really achieve much of anything.
2. Style guides are your friends
Create a brand style guide for your organisation to get everyone on the same page. It means that anyone in the organisation can produce material that is consistently on-brand (which means you don’t have to – time saver!).
Things to cover in your brand style guide
- What you stand for
- Why you’re doing what you’re doing
- An ‘elevator pitch’ for the business
- Your logo variations
- Official brand colours and fonts
- The tone of voice you use
- Your brand personality
3. Team Memo: “We’re all on the same side here”
Many non-marketers don’t understand what a marketer actually does and how it adds value to your organisation. You’ll need to show them what you’re worth. Not in a braggy, ‘Look at me, look at me’ kind of way but let people know what you’re working on, what you’re trying to achieve and most importantly, what’s in it for them. It helps rally people to the cause and increases understanding for what can realistically be achieved by a one-person marketing team. With everyone on side, you’re also more likely to get content ideas from across the team which is invaluable to your marketing efforts.
Back to the Space Invaders analogy, when you’re super busy in the middle of trying to save the world, it feels like there is no time to stop and update the team on your latest exploits but building morale and rallying the troops is exactly what is needed to win the war.
4. It’s good form to set up a Marketing Request Form
When all the work requests start flying at you, it helps to have a process that will save you time and also get better results for the team. How? Ask team members to fill out a short, simple form if they need marketing assistance (e.g. I need a flyer by next Wed to help promote our new sale).
Asking team mates to fill out a form helps them clarify exactly what they need, means you’ll be interrupted less with last-minute requests and is an easier way to filter through and keep track of requests.
Make it super easy for your team to fill out by creating a free, people-friendly online form at Typeform. Simply send the form link to your team and you’ll get notified by email when a new request comes in. You can even set it up so that the notification email also triggers a new task entry in Asana (or whatever project management system you use).
Questions to put on your work request form (keep it short!)
- Name? (Who needs the work done?)
- What do you need? (e.g. Print flyer, email series, new page on the website. Ask them to include dimensions/size requirements)
- Who is the target audience?
- What would you like it to achieve? (Helps them and you focus on what really is the best form of communication to achieve the goal. E.g. Instead of creating another poster to change office behaviour, maybe what’s needed is an education and training session.)
- When do you need it done by? (Set out a reasonable turnaround time guideline for typical tasks to help manage expectations)
5. For the sake of humanity, outsource to save your sanity
If you’re a one-person marketing team, chances are your marketing budget is fairly slim. But you can’t do it all by yourself – trust me. Outsource time-sucking tasks like:
- graphic design
- copywriting and content writing
- pay-per-click advertising
- web development.
Consider using quality freelancers (like me!) as a way to quickly and inexpensively build up your marketing armoury, as and when you need it. You get the expertise you need without having to hire a new employee or to try and take on all the work yourself.
Get in touch with me today and let’s arrange a time to chat about how I can help you win the marketing war. As a former member of an in-house, one-person marketing team, I’m on your side!