Defining Your Marketing Duties

This week, I was called in for jury duty. It’s something nobody looks forward to and most people try to find a way to get out of, but it is a responsibility we all face as adult members of our society.

Ultimately, my summons was much ado about nothing. I showed up at the courthouse and was dismissed immediately because the case had already settled out of court. Still, I showed up anyway because it was my civic duty.

The brief experience made me think of the concept of duty, especially as it relates to small business marketing. Do your marketing duties have defined roles? Do you have the people and resources in place to accomplish all the necessary duties? How can you be better at getting all these important marketing duties done efficiently and effectively?

In this article, we’ll look at some of the most vital marketing duties/roles that you need to account for. Whether they are all done by one person, spread out across various team members internally or shopped out to marketing service specialists, you want these duties to be covered. If you get lax or ignore these marketing activities, you lose out on great opportunities to grow your business.

Marketing Manager

Somebody in your company needs to assume the role as marketing manager. This is the person who oversees marketing strategy, budget and execution. Every construction site needs a good foreman to supervise and organize the work being done. The marketing manager essentially fills this same role with a specific oversight of marketing activities.

Media Planner/Buyer

A marketing plan and budget are set, so someone has to be responsible for spending the money effectively. Media planning and buying are very technical (and actually different) roles that need to be covered for an effective marketing campaign.

Creative Director

Much like a marketing manager, but even more focused on a specific objective, a creative director is there to oversee the creative aspects of a marketing campaign. They make sure the brand message is being conveyed properly and defined marketing objectives are being achieved.


You need a good copywriter to effectively communicate brand messages, sales points and other key information in any marketing materials being developed.

Graphic Designer

Whereas the copywriter is focused on content, the graphic designer is responsible for creating the visual components of your marketing campaign.

Web Developer

Web development is a very specialized and important role in today’s marketing world. You need someone (or a whole web development company) who is well-versed on creating, hosting and maintaining your company’s website.

SEO Specialist

Search engine optimization is so important these days, and it is a very specialized skill. If you really want to maximize your online presence, SEO needs to be a major priority.


Blogging is a specialized type of writing that requires a different skillset than a typical marketing copywriter. Also, someone needs to be devoted to your business blog content to make sure things get posted regularly. It can’t just be a “we’ll get to it when we get to it” duty.

Social Media Expert

Any business not fully integrated into social media is missing out on a huge opportunity in today’s ultra-connected world. A social media expert will take your business to the next level.

There are other specialized marketing duties that you may want to define for your specific business or company configuration, but these are some of the most important roles you’ll want to have covered. Doing it all by yourself can be extremely daunting and hiring extra full-time employees can be beyond your budget. That’s why many small businesses turn to specialized service providers like NextGear Marketing for help with certain marketing duties.

Our specialty is blogging for small businesses, though we can also help with any copywriting, web content, SEO and graphic design services you require. Contact NextGear Marketing today for more information and to set up a no-obligation marketing review.




Don’t Let Your Content Get Iced Over

I grew up on the northern coast of California, where winter weather usually means a lot of rain and fog. Christmas snow was never anything we expected in our small coastal town.

However, this year I spent the holiday season visiting family in Vancouver, Washington. It doesn’t snow that regularly here either, but it definitely happens more often than in my hometown. This year, the snow came down in flurries all day on Christmas Eve and covered the ground with a fresh blanket of powder. It was really cool to have a true, Crosby-like “White Christmas” for once.

The next day, the temperatures stayed below freezing and that snow just turned to ice. It was crunchy and slick, and it made for some dangerous driving conditions on Christmas day.

What is the point of this story? Well, it makes me think of what happens when you let your web content go a bit stagnant. This is a topic I’ve covered before. However, it’s an ideal time to bring it up again because we’re at the start of a new year. It’s the perfect time to revisit your website’s content and freshen it up.

Your website content may have been as fresh and pure as the driven snow when it was first written, but it will eventually ice over if left untouched.

Let me count the ways to keep your content from icing over and becoming dangerously stagnant

1. Update Your Site Content

Take the time to run through every single page of your website. Make sure all the information is still relevant. Add any new information that is needed. Rewrite some sections of text, update graphics and revisit your SEO tags, keywords and links to freshen things up as much as possible.

2. Bring in Fresh Eyes

Don’t be afraid to ask for second or third opinions on your web content. Bring in an outside source or someone who wasn’t involved with the original site development. Let them look things over and provide a fresh perspective on what updates, upgrades and revisions could be made for better site performance.

3. Be Proactive

Don’t neglect your blog, news feeds and other dynamic content sources. Use these to provide fresh, relevant and searchable content on your site regularly. If you don’t have a blog yet, start one. If you do, just make sure to stay on top of it with regular posts. At least once a week is recommended.

4. Social Media Integration

Make sure your site is fully integrated with your social media platforms. Be active with your posts and advertising on social media, share all of your blog posts and news feed links, and engage your followers as much as you can.

5. Don’t Forget Your Brand Messaging

So many business websites these days are focused on SEO. That’s great to attract more site visitors, but only that kind of content can also come off as a little robotic. Don’t neglect your brand messaging and marketing goals. Once you get them to your site, you want to pique their interest and ultimately convert them into customers. Building a strong brand with well-crafted, engaging content is the way to do this.

These are just a few ways to freshen up your web content and keep it from going ice cold on you. To learn more about web content strategy, to discuss business blogging options or for a free, no-obligation review of your current website content, contact NextGear Marketing today.

What Are Your 2018 Marketing Resolutions?

New Year’s Resolutions don’t just have to be personal goals like losing weight or quitting smoking. If you are a small business owner, you should have resolutions to make 2018 your best year ever. That means it may be the perfect time to rethink your marketing strategies and implement new ideas.

Let’s look at some marketing resolutions you can make for 2018:

1. Solidify Your Brand

Branding is so important to your success. Your brand should be consistent across all platforms. It should be evident in any design pieces in terms of a visual brand that is recognizable to your customers. It should also drive any content in print or web marketing. This is what we’d call your “brand message.” All branding elements should work together for the best results.

2. Update Your Web Content

When is the last time you went through your entire website and made some content updates? Content easily gets stale and outdated. Take the time to freshen it up and update as needed. You will experience a natural SEO boost in the process.

3. Get More Out of Your Blog

Speaking of SEO, your business blog is a great way to maximize your site’s organic SEO appeal through regular, targeted content. If you don’t have a blog, start one. If you have a blog but don’t post often, make a concerted effort to be more active with it. If you have a regular blog but aren’t seeing any benefits of it, it’s probably time to rethink your strategy. The content you write, the way you write it and other ancillary facets of the blog like SEO keywords, titles and tags can all make a major impact.

4. Take Advantage of Social Media

It’s hard to have a successful business these days without a strong social media presence. Make the commitment to be more active with social media and learn how to use new and evolving platforms to your advantage.

5. Be More Proactive

In all forms of marketing (print, web, blogging, outdoor, direct mail, social media, etc.), use the New Year to revitalize your commitment. Be more proactive with planning and follow through on those plans to make your marketing campaign as successful as possible. Revisit existing marketing materials and programs to see where adjustments can be made. Marketing should always be evolving. If you sit back and rest on your laurels, you will quickly fall behind the times.

These are just a few of the New Year’s Resolutions you can make to get more out of your business marketing. For more ideas or to discuss blogging, content updates or any other marketing needs you have, contact NextGear Marketing today.