Building a Remote Marketing Team in the Post Covid-19 Landscape

August 6, 2020
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The COVID-19 pandemic has upended the way many of us work, interact, and collaborate with our team members.

While many of us wish for matters to return to normal, it is becoming increasingly clear that the world will not return to what it was. This is the reason why business owners need to start thinking about how to structure their teams in the new normal.

The Era of Remote Work Is Upon Us

Many of us have shifted to remote work over the past few months. Recent studies have shown that up to 50% of employees wish to remain some element of remote working even after lockdown ends.

Nevertheless, it is crucial to note that the idea of working remotely will probably gain more traction in the post-COVID-19 landscape than it ever had before the pandemic.

As a result, businesses should consider shifting their strategies and embracing the idea of working remotely as the new normal. This new reality requires both adaptability and flexibility, as well as new ways of communicating and collaborating. For larger, older organisations, this will represent a more significant challenge than others – though it should be said that company size shouldn’t be a limiting factor. Twitter has announced back in May that all Twitter and Sqaure staff can now work from home permanently.

Over the past few years, the global job market has been seen by many as a seller’s market. The talent shortage was on its way to costing the world economy an astonishing $8.5 trillion by the year 2030. With COVID-19, the entire business world was dealt a crushing blow overnight. Now, the number of people who have been left without a job has reached 22 million in the United States alone, and it is hard to estimate the economic impact across the globe.

For your organisation, it is now more critical than ever before that your remote marketing teams function to the best of their ability, to bring in much-needed cash flow for the survival of the organisation. In this article, we will outline how you can build a remote marketing team that is productive, efficient, and ROI-driven.

Adapting a Flux Mindset

Now, more so than ever, leaders need to strategically plan with the assumption that these said plans will most likely change and adapt at any time in the short to mid-term. Preparing for an objective in mind with a flux mindset allows you to build and structure your marketing team for contingencies such as COVID-19, and other short-term trends.

This flux mindset can also be applied to your hiring processes. Instead of hiring full-time employees for your company, look into tapping into specialist expertise which you can switch in and switch out depending on your company needs. For example, instead of hiring a full-time SEO specialist inhouse, you might wish to engage a specialist for 2 to 3 days of work to test if SEO is a relevant growth channel for your business.

A flux mindset allows you to get used to a world of continuous change, thus navigating the uncertainty of the next weeks and months ahead significantly better.

Turning Homes Into Good Workplaces

It is vital to provide employees with all the tools they need to work effectively from their homes. To ensure productivity remains high while remote working, set in place standard work practices. For example, onboard all your marketing team members and set regular check-ins once or twice a day, at the beginning and/or the end of the day.

Numerous companies have also provided employees with multiple benefits to improve productivity, such as subsidies and credits, to purchase additional screens or ergonomic work furnishings.

Keep Everyone Focused During Meetings

Keeping everyone focused during meetings is a challenging task these days, and it will most likely increase in difficulty as time goes by. Unlike in-person meetings where we’re more likely to give the other party our full attention, many employees are now multitasking on meetings.

Remote communication requires everyone involved to be engaged and mentally prepared, as there are many distractions and interruptions always requiring our attention. This is especially relevant for marketing teams, as data-driven analysis can turn stale quickly.

To fix this, make it clear to all participants that multitasking is not allowed while meetings are in progress and have private conversations with employees when necessary.

Stay Focused On Producing Results

Monitoring employees that are working remotely can take up a lot of time and energy. Instead, team leaders should try to focus on producing data-driven results and set clear deliverables and expectations for everyone that can be achieved from any location.

To do this, set clear goals for your marketing team members and give them access to the right digital tools to monitor their progress. For example, for your growth marketers, set a minimum of targeted Sales Qualified Leads (SQLs) for their customer relationship management (CRM) systems, or a target Cost per Acquisition (CPA) for each customer acquired. This allows your team to continually optimise towards profitable growth for your business.

In general, while this situation might bring discomfort to some people, it is vital to maintain as much stability as possible. That means for example, not cancelling meetings last-minute for unnecessary reasons. By focusing on doing what is best for the business and its employees, teams will most likely do the same thing.

About the author

As CEO and co-founder of Traktion, I am passionate about helping businesses scale with the right growth talent. I have 5+ years scaling marketplace businesses across 3 countries, having started my career as part of the Uber launch team in India. I am also the co-founder of P2P events platform Lemonade.

Saher Shodan

Co-Founder & CEO