Internet Marketing Zodiac: Building the Perfect Team
Ian Lurie Aug 4 2008
Yup, I’m back! Had a great vacation, and as always spent time wondering if my office would still be there when I returned. Of course it was. I have a great team.
You can build a great internet marketing team, too. Not by saying “I need a developer” and “I need an SEO expert”. That’ll get you something resembling an Edsel, only less functional.
Instead, make sure you have a few folks that fit these basic internet marketing zodiac signs:
The Muskrat is the ultimate generalist. This person understands both the technical and the marketing side of internet marketing. She also knows that the latter is supported by the former – technology does not equal marketing.
Like the animal, the Muskrat internet marketer thrives in all habitat. She’s just as good at developing strategy for cars or brassieres. And she’s a hard worker, always learning and adapting. She knows SEO, PPC and quite a bit about social media, too.
Caution: Unfortunate parallels between the muskrat and the Muskrat include territorial behavior and burrowing that destroys levees. Also expect clutter. You’ll need a Meerkat around to keep them on track.
Sadly, the internet marketing Muskrat is not as prolific as the rodent. These folks are hard to find. If you do find one, do all you can to keep them around, and happy.
Muskrat = Internet marketing guru
The Meerkat is social and super-organized. He’ll work to make sure nothing goes awry, always on the lookout for a late deliverable or an unhappy client.
He’s most at home working in a group and always offers to help. He’s also competitive, and may engage in foot races with other Meerkats.
Most important, the Meerkat is alert. He’ll keep everyone else organized, and warn the group if trouble’s coming.
Real Meerkats like to race too. I didn’t make it up. Read the Wikipedia entry.
Caution: May socialize too much. Eats bugs.
Meerkat = Project manager
The Worker Bee
Don’t look down on the Worker Bee. She’s the one who gets stuff done. She knows how to design a web page, build it and get it up and running.
She’s happiest when left alone to do her work, but takes instructions and gives advice to the Meerkat and Muskrat. She’ll know what’s possible and what’s not.
Without her, the project won’t survive. A good Worker Bee is hard to find.
Caution: If annoyed, may become aggressive. Can sting.
Worker Bee = Designer, HTML programmer
Other Creatures You May Need
That’s the minimum team. For a larger team, you may also need:
- More of each person.
- One or more Ants, to write applications.
- A Ladybug or two, to create motion graphics.
- The more specialized Chickadee (SEO) or Woodpecker (PPC).
Beasts to Avoid
The Gorilla. He thinks he’s in charge, makes a lot of noise, but stops short of actually doing anything.
The Hippo. Looks cuddly and helpful. Will bite you in half if given the chance.
The Lion. Prefers to let others hunt for him.
The Vulture. Nuff said.
OK, this post got pretty silly. But hopefully you get my point: It’s not about specific skill sets so much as people who can think about a campaign a certain way.
If you have a generalist, a project manager and a doer, you’ll succeed.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More