How is the division of labor in an Internet product team? What positions are there?

1.1 Team Requirements

Team Requirements means that when forming a team, you first need to determine the performance goals that the team will accomplish. The existence of a marketing team must have a purpose. As a team builder or manager, you must first ask yourself a few questions, why should you set up this team, what tasks does this team need to complete, and what effects do you need to achieve. You must start from the actual situation of your own company, because online marketing is divided into stages, from team formation, attracting traffic, controlling conversion to brand marketing.

To give a practical case: I just joined a company because he saw that a friend in the same industry made good profits from bidding, so he also wanted to form an online marketing team. At that time, the job requirements for me were two A bidding specialist and five sales and customer service staff want to open an account immediately for promotion. At that time, the user experience of the website was very poor, and there was not even a targeted landing page. I said something at that time: To deal with the outside world, we must first settle the internal affairs. If this team does not have technical and planning support, it will be a waste of money. Only by understanding the current situation of the company and what the company needs can you build a marketing team that suits you.

1.2 Team members

After determining the general job requirements, it is necessary to determine the specific job members of the team. The necessary team members include technical support, editorial planning, optimization and promotion, sales and customer service, managers and supervisors

Technical support

Basically, the standard configuration is 1-2 artists, 1-2 persons program. The configuration also depends on the demand. I remember when I was doing e-commerce, because I needed to develop the bank's payment interface and develop the logistics system, there were only 6 programmers.

Editorial planning

The standard configuration is also 1-2 editors and 1 planner. Editors can be subdivided into ordinary website editors, SEO editors, and soft article editors. Planning can also be subdivided into event planning and page planning. Some people may think that they are all the same. Here I will talk about the benefits of refinement. First, you can control operating costs. Take editors as an example. Ordinary website editors just simply edit and enter. This kind of editing has the lowest requirements. As long as you can use a computer and type, you can basically be qualified, so the salary is also the lowest and can be hired at around 2,000. SEO editors need to have certain knowledge of SEO and know the techniques of keyword density and position distribution. Most of these editors do some pseudo-original work and can bring a certain amount of IP through articles, which is about 3,500. Soft article editors not only need to have certain knowledge of SEO, but also need to analyze the audience and other marketing knowledge. An excellent soft article can directly affect sales. Therefore, the salary of this type is also the highest, generally 4000 per performance.

I will also talk about a skill here. Generally, I will recruit an ordinary editor. After coming in, through simple training, he can master the knowledge of SEO and reach the level of SEO editor. If you have a soft article writing plan, you will choose to outsource it to save costs.

Optimization and promotion

The standard configuration is 1-2 SEO specialists and 1-2 online advertising specialists. If you focus on Weibo marketing, you can choose 1 Weibo promotion specialist. If the seo is subdivided, it can be divided into UE specialists and external link specialists. Online advertising can be divided into bidding conversion, and other advertising specialists such as CPM, joint exhibition, etc.

Customer service sales

The standard number should be 3-10. Because the characteristic of online marketing is that there are no geographical and time restrictions, many companies now take on duty at night and weekends. So if the number of people is too small, it will fail.

Manager Supervisor

The configuration standard for managers and supervisors depends on the number of people in each work group. In theory, each work group should be equipped with a supervisor. But in actual operation, the artist and programmer may be the same person, so his direct leader should be the team manager. Generally speaking, any work group with more than 5 people must have a supervisor. If it is an important working group of 3 people, a supervisor will need to be appointed.

Others

In addition to the above standard configuration, some may need to be equipped with necessary media, public relations, and brand marketing personnel based on the actual situation of the company or industry characteristics.

1.3 Team Environment Analysis

I believe some people have already had a headache when it comes to this. If you follow your standard configuration, it will take at least 10 people to form an online marketing team. But I am a small and medium-sized enterprise, and my boss only gave me a position for 6 people or even less. And the salary budget is not high, so I won’t be able to find anyone who is particularly good. Or the boss may ask me to form a team of 30 people. At this time, it is necessary to judge which positions can be added and which positions can be deleted based on the company's environment.

What positions can be added?

First of all, we must maintain the balance of the team. If there are too many promotion personnel and few customer service personnel, it will lead to a waste of information and cannot be processed in a timely manner. In the same way, too many or too few people in any working group will lead to low work efficiency and team disharmony. Based on my many years of leading teams, I have summarized a ratio: 1 (technical): 1 (editor): 1 (promotion): 2 (sales): 1 (supervisor). This ratio is not used as a basis for team formation and is only for reference!

Which positions can be reduced?

In order to reduce operating costs, I believe this is an issue that most leaders are more concerned about. Generally speaking, an efficient team will not be particularly bloated, and increasing revenue and reducing expenditure is also the way to do business. There is nothing wrong with this, but now I see many leaders letting a bidder work as a part-time customer service officer and an artist do copywriting planning. This not only fails to improve work efficiency but also reduces work effectiveness. Let the right people do the right things. For example, the supervisor can propose a landing page plan for the artist to produce. After the editor writes the soft article, the SEO will not be allowed to publish it. The sales staff can be released, and the SEO saves time to do it. Bidding, organic and efficient combination is the way to go. Never ask an employee to do something he or she is not good at.

2. Recruitment of the Internet Marketing Team

Seeing this, everyone has a mental picture of who should be in their team. So how can we recruit talents suitable for our team? Let me talk about my interview skills.

1. Attitude is the most important

I remember that I interviewed an SEO specialist. When making an appointment over the phone, I asked him if he knew HTML code. Because to do SEO, you must understand HTML to optimize website architecture. He told me to know something. So we made an appointment to meet the next day. When he came the next day, he brought a resume made in HTML. It was only after in-depth communication that he told the truth. In fact, he had never been exposed to it before, but he stayed up late studying code for this interview and ended up making a page. Even though he had little experience, he was still hired because of his attitude.

2. Pay attention to data and do not listen to deception

General technical staff and editors and planners are required to bring works, and they can basically tell the quality of something at a glance. The promoters ask for data, such as keyword rankings in SEO, ROI in bidding, and the sales staff look at performance. These things are all things that can show his actual working ability.

3. It doesn’t matter if you have no experience. How about your learning ability?

During interviews, I often encounter candidates with no work experience. If the job is for a relatively basic job, I would say: It doesn’t matter if you have no experience. How is your learning ability? Then let her talk about some actual cases.