Effective marketing promotes your product or service to potential and current customers, leading to brand awareness, leads, referrals, and sales. Hiring a dedicated marketing manager can enhance your marketing efforts, freeing up time and energy for business growth. There are established processes to improve and optimize marketing management.

What’s marketing management all about?

Marketing management involves controlling and operating various marketing activities and their people, including managers, professionals, and contractors. Key activities include setting goals, developing marketing strategies, conducting market research, devising campaigns, identifying a company’s target market, managing content across channels and mediums, and executing marketing strategies and plans.

What are the responsibilities of marketing managers?

A marketing manager is responsible for executing a company’s marketing plan through delegation and planning. They may perform tasks such as implementing standard operating procedures, researching the target market, creating and executing campaigns, sharing branded content on social media platforms, leading email newsletters and campaigns, tracking key metrics, creating digital and print content to generate brand awareness, and addressing any additional tasks and needs.

A marketing manager is responsible for managing various aspects of a business, including the standard marketing mix, platforms, social media channels, and best practices. They may also have expertise in SEO, social media marketing, or content creation, depending on the business’s goals. A generalist may handle various tasks to drive revenue and develop expertise. The scope of duties varies based on the company’s size or industry, with larger companies overseeing a team of specialists and smaller companies performing many tasks themselves.

5 responsibilities of marketing managers

1. Assess market and product fit

Martha Stewart advises entrepreneurs to focus on meeting customer needs and wants in product development. A marketing manager’s responsibility is to ensure customers understand how products meet their needs and wants. They can gather feedback through surveys, highlighting customer satisfaction and product-market fit. Positive feedback can be used in marketing collateral, while areas of improvement can be addressed directly by the product development team. Large companies may have a product marketing manager, while small teams may have a generalist marketing manager.

2. Develop a plan for marketing

Marketing management involves creating and executing a marketing strategy, a roadmap to increase revenue from point A to point B. This strategy utilizes various channels, market research, customer interviews, and customer feedback. It includes a customer journey from awareness to purchase, divided into three stages: awareness, consideration, and decision. A marketing strategy outlines how to reach customers at each stage and what content to show. Strategic marketing management aims to maximize the effectiveness of marketing efforts and teams.

3. Craft a message for your brand

Brand messaging communicates a brand’s mission, personality, and value proposition to customers. Marketing managers contribute creative ideas and strategic insight, creating mission statements, positioning statements, ad taglines, website copy, and channel-specific content on a small team.

4. Analyze your marketing data

Tracking marketing metrics like email open rates and page views helps evaluate the success of campaigns and programs. This data can be used to adjust subject lines, SEO strategies, and content landings. Marketing managers can use this data to make informed decisions about resource allocation, pauses, or new action plans.

5. Create an excellent group

A marketing manager is essential for businesses as they grow, as they set expectations, review output, act as a leader, oversee tools and resources, create processes and workflows, and manage the marketing budget. They establish measurable goals, review output, mentor channel specialists, secure resources, and collaborate with leadership. A marketing manager can create specific processes and workflows for the team, ensuring everyone stays on task with their defined marketing efforts. Effective marketing management is crucial for success and can provide a competitive advantage. Taking marketing management seriously can lead to sales growth and more time for business owners to focus on the big picture.