In this lesson, you will learn how to work effectively with other professionals or agencies to create successful social media campaigns. In this video, we will go over a few different roles and team setups that you might encounter as a marketer, so let's get started. When you are all by yourself marketing your own business and on a tight budget, chances are you're planning, executing, and optimizing your campaigns end-to-end. But if you working in a marketing team of a big organization or an agency, you will often collaborate with internal and external teams to achieve your goals and the goals of the business. Here's some of the typical roles that you might find as part of a bigger marketing organization that you as a social media specialist collaborate with. Let's start with brand marketers. Brand marketers own and set the overall vision of a brand, it's personality, and how it's positioned in the market. They often also define official guidelines, and what colors, and fonts, and imagery, and also what tone of voice should be used to advertise the brand. These guidelines are often summarized in a brand book or corporate identity guidelines. This is helpful because it ensures consistency across all marketing campaigns and channels, and especially for big brands such as Coca-Cola, hundreds or thousands of people collaborate to create marketing assets, setting these standards is key to create a consistent look and feel for the brand. Next up, designers. Designers, as you might have guessed, are in charge of creating the visual assets for your campaigns. They often are specialized in designing assets or for certain kinds such as web designers who design your landing pages, motion designers to produce videos and animations, or illustrators who can draw illustrations from scratch. They're obviously even more specialized creative roles you might encounter such as photographers or animators. They often rely on the brand guidelines I've referred to earlier, to get work that it's in line with the brand's personality. Visuals go hand in hand with copies, so let's talk about copywriters next. Copywriters produce all the written materials that represent a brand. This can be the copy you find on the product packaging or sales materials, the website, and landing pages, or the copy of your ads. Some copywriters are generalists. Some are more specialized in writing short and succinct marketing copy, whereas others specialize in search engine optimized content for blogs. Copywriters also play an important role in crafting copy for email marketing campaigns that are often planned by email marketers. Email marketers set and execute an organization's strategy to communicate with prospects and customers over email offers and newsletters. This is often a very data-driven job as they need to closely monitor data related to email performance, segment audiences in the right way, and conduct tests of different emails to optimize performance. Email marketers, for example, evaluate and optimized based on how often an email was opened, which subject line performed best, and how many people clicked on the call to action, included in the email. The final role we will briefly cover today is data at its core. Marketing analytics specialists often called marketing analysts. They track, analyze, and report and the various marketing campaigns to evaluate their success, measure their ROI, and determine best practices. They often have a holistic look at campaign performance along the full customer journey and all the channels used. They can help you build the right audiences and slice and dice your data effectively to understand your campaign results so you can make better business decisions. This was just a selection of roles that you will often find in big organizations, and depending on the size of the team, you will find many more specialized roles, especially in the digital marketing space. People who specialize in search ads, search engine optimization, display ads, or influencer marketing just to name a few. Sometimes you will not have a specialist on the team but look for ways to get experts from outside the company to help you out. In this case, you either get an individual expert, a freelancer, or a contractor, or an agency to provide you with their services. An external setup can take different shapes, you might just work together on one, or a few specific deliverables, such as a video or some marketing copy, or you collaborate on an ongoing basis. In that case, you and they often commit to a certain amount of work and payment, usually on a monthly basis, and this is often called a retainer. Maybe you are a freelancer or are considering offering your services as a freelancer to people in bigger organizations. Whether you are working with internal or external experts or teams to accomplish your goals, you need to make sure you communicate well in order to get the required work done effectively. One tool that helps you collaborate well with others to plan and execute your campaigns is a creative brief, and we'll cover that in the next video.
