Do you lead a marketing team scattered across the globe?
You’re not alone in the exciting yet sometimes chaotic world of managing a remote and diverse marketing team.
I’ve been there, too, navigating the complexities of managing a team that’s both geographically diverse and full of fresh perspectives.
But here’s the good news.
With the right strategies, you can do it.
In this guide, I’ll share my secrets with you.
You’ll learn:
- How to create a strong team culture despite the distance.
- Communication techniques that keep everyone connected and informed.
- Strategies to use the power of diversity in your team’s ideas.
- Tools and techniques to boost collaboration and productivity.
- Tips for keeping everyone happy, motivated, and thriving in a remote environment.
So, grab your coffee and dive into the exciting world of leading a successful remote marketing team.
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| Remote employee satisfaction and productivity start with simple and effective communication. Use Talk Magnet’s simple but powerful team communication app to delight your team. Start your free trial or schedule a demo |
If you’d rather watch a video, I had a fun conversation with Shirlyn Njeri from our content team. Check it out👇.
What should you consider when hiring for a remote marketing team?
Building a remote marketing team might seem straightforward – hire talented people from anywhere, right?
Well, there’s more to it than that.
For a company like ours (20+ years young), transitioning to a fully remote team felt like a leap of faith.
The pandemic forced our hand, but it also opened our eyes to the fact that location doesn’t have to limit your talent pool.
Our journey began with building a remote marketing team – our first venture into the exciting world of geographically dispersed yet fiercely collaborative teams.
Here are the three things I focused on (through learning and unlearning) while building Telebu’s first entirely remote marketing team:
- Transparency and open communication: We realised the importance of a culture where everyone feels comfortable sharing ideas, regardless of location.
- Building trust: Any successful remote team thrives on trust. So, ditch micromanagement. People are more motivated and productive when they feel trusted to do their jobs well.
- Focus on character: Beyond skills, a person’s character affects a remote team. Look for individuals who are dependable, honest, and open to communication.
By prioritising these things, you can move beyond hiring talented people and create a cohesive and productive remote marketing team.
Check out the best employee productivity tools.
How do you create diversity within a remote marketing team?
Let me take you back to the early recruitment days when I was personally involved in hiring.
At first, the focus was broad, encompassing various candidates.
However, I soon noticed a trend – the team was leaning towards a predominantly female composition (and there’s absolutely nothing wrong with that).
But over time, I realised that a truly diverse team needs a balance of perspectives.
Recognising this gap, I entrusted the recruitment process to colleagues like Akumu Fiona, Trinit Rinaldo, and the capable Prati in our marketing and HR team.
This shift marked the beginning of true diversity within our team. When individuals you trust are responsible for hiring, they naturally seek to fill the gaps they perceive within the team.
After all, while I work closely with a select few. But my colleagues interact with a broader spectrum of team members, allowing them to identify what’s lacking and needed.
So, the diversity within our team didn’t stem solely from my actions but rather from the team’s collective efforts.
It’s a testament to our trust and mutual commitment to addressing the team’s needs and enhancing its dynamics.
What do you do with this?
You can take a step back from deciding who and when to hire. Involve other team members and let them help you fill your team with the right people.
How do you make all team members feel valued?
Here’s an adage I’m sure you already know.
“A house divided cannot stand.”
The same goes for a remote team. The feeling of inclusivity isn’t something you force-feed.
You might be tempted to implement rigid programs to create an inclusive remote marketing team. But I urge you not to heed that call.
Think of it like a large family – cousins, siblings. They grow together, learn each other’s quirks, and figure things out organically. That’s the approach I take with my team.
I don’t play middleman. My motto to my team is simple. If you have a problem, speak up. Don’t bottle things up and let resentment fester. Communicate it with the person directly.
It gives them a chance to explain their perspective and maybe even apologise – a far cry from the awkward situation where I must relay secondhand frustrations.
Now, in a remote setting, this might seem tricky.
Gone are the days of popping over to a colleague’s desk or office for a quick chat. But here’s the truth, distance doesn’t have to be a barrier.
We use video calls, Talk Magnet chats, and emails to facilitate these conversations.
For example, there was a situation where a group of team members had an issue with someone but didn’t come to me first. They decided to solve the problem by themselves.
Here’s what they did.
They hopped on a video call, hashed it out amongst themselves, and then came to me as a united front.
You’d agree with me that’s teamwork.
Let’s face it, remote work can create strong bonds similar to an in-office environment. Just because you haven’t met someone face-to-face doesn’t mean a friendship can’t blossom.
The key takeaway?
Empower your team.
Let them build relationships, navigate disagreements openly, and learn each other’s rhythms. Inclusivity thrives in an environment of open communication and organic mutual respect.
What tools are most effective for leading remote marketing teams?
When it comes to project management and keeping the communication flow smoothly in remote marketing teams, I’ll be real with you — I’ve stumbled more times than I’d like to admit.
But you and I know it’s all part of the journey.
There’s a sea of project management and communication tools out there, promising to revolutionise your remote marketing team.
As a bootstrapped company, we understand the pressure to be budget-conscious. Because of this, we experimented with countless free tools and DIY methods and accidentally became experts with spreadsheets.
But with limited resources, wading through options gets daunting.
So here’s the truth. The “best” tool depends on your specific team and needs.
Through trial and error, we found a combination that works for us. And I’ve seen it’s always a combination of people and tools.
In our case, we had Sagar Mohandas (our excellent operations lead) paired with Basecamp, a project management tool, as our collaboration arsenal.
Here’s why it works for us:
- Human expertise: Sagar’s leadership and project management skills are invaluable in keeping things organised and moving forward.
- Streamlined communication: Basecamp provides a central hub for tasks, discussions, and file sharing, keeping everyone on the same page.
- Visibility and collaboration: We can easily track progress, delegate tasks, and collaborate in real time, fostering a sense of teamwork.
Don’t get caught up in the “perfect” tool quest.
Focus on understanding your team’s needs and experiment to find a solution that enables centralised communication, project visibility, and collaboration features.
Remember, the best project management and communication strategy is the one that empowers your remote marketing team to thrive. It is not necessarily the one I or anyone else mentions or recommends.
So, whether you’re a startup on a shoestring budget or a seasoned pro looking for a refresh, remember this.
It’s okay to stumble as long as you keep searching for that perfect tool to elevate your remote marketing game.
| An easy-to-use team communication app like Talk Magnet can make your remote team feel like they’re talking to a friend. Get a free trial or schedule a demo. |
How do you ensure everyone on your team feels comfortable using your tools?
Remember earlier when I mentioned our rocky road to finding the perfect project management tool?
Yeah, it was a bit of a saga.
We stumbled initially. Part of the struggle was getting everyone on board and comfortable with the tools we tried.
Introducing new project management tools can be met with apprehension, especially if past experiences haven’t been smooth.
But then came Basecamp — a game-changer in our quest for a smooth-running workflow.
It was crucial that everyone felt at home with this new addition to our toolkit. After all, it’s not my or your tool. It’s our tool for the whole team.
So, what did we do? Before purchasing it, we took a team approach.
We took a collective test drive, allowing everyone to play with Basecamp and see how it fit.
And guess what?
The feedback was a big thumbs-up all around.
Once we knew everyone was comfortable, we went all in and upgraded to the full version.
However, note that having a new tool is only half the battle. The other piece of the puzzle is ensuring everyone knows how to use it effectively.
Remember Sagar Mohandas? That’s where he comes in clutch. He’s like Basecamp’s wizard with his training sessions, ensuring every team member knows the ins and outs.
You can use a similar approach. Instead of a person doing the training, you can make or find a good video that does the job.
How do you help team members comfortably share ideas and take risks in a remote team?
As we all know, remote work can sometimes damper creativity. People might hesitate to share their ideas, worried they’ll be judged or shut down.
In my years managing remote teams, I’ve learnt that the secret weapon to unlocking your remote team’s full creative potential lies in creating a culture of psychological safety.
What do I mean by this?
Imagine this. A team where everyone feels comfortable chiming in, no matter their title or experience. That’s the kind of culture we strive for here at Telebu.
We have a flat structure, which means everyone’s voice matters – even mine.
Transparency is the glue that holds our flat structure together.
I make it clear from the get-go that I’m not the marketing guru. My strength is understanding our business goals.
The real marketing magic happens with our amazing team – folks like John Emoavwodua, Akumu Fiona and Trinit Rinaldo, the true rock stars.
Here’s the thing.
When we recruit, we don’t just look for skills. We look for team fit. Our HR lead knows the importance of building a team that thrives on collaboration, not competition.
New hires are quickly welcomed into the fold, and if someone isn’t a good fit, the team itself will speak up.
The core principle here? I trust my team.
We set clear goals for the organisation, but how marketing contributes to those goals is entirely up to them. They’re the experts. I wouldn’t dream of micromanaging their process.
This empowers them to take ownership, experiment with new ideas, and bring unique perspectives.
We’re all in this together.
We track progress and measure results as a team, celebrating wins big and small.
This reinforces the value of their ideas and contributions, boosting their confidence and keeping the creative juices flowing.
So, how can you create this magic in your team? Here are some key takeaways to encourage creative risk-taking:
- Build a culture of trust: Transparency and psychological safety will help you open the doors of communication in your team.
- Hire for cultural fit: Prioritise team harmony during recruitment.
- Empower ownership: Let your team define project strategies and execution.
- Celebrate successes: Recognise and reward team achievements to boost confidence.
By pushing a culture of empowerment and trust, you can unlock the innovative potential of your remote marketing team.
Check out our ultimate guide to company culture.
How do you provide steady feedback and professional development for your remote team?
As you know, in a traditional office environment, a boss might see someone consistently exceed expectations and think, “Hey, this person deserves a raise and a promotion.”
But what about when everyone’s working remotely? How do you get noticed in that situation?
Well, let me tell you. From my perspective, simply hitting your goals isn’t enough.
It’s all about ownership and how much you genuinely care about the organisation’s success. Sure, your job might be to write content, for example, but what’s the point if it doesn’t bring value to the company?
That’s why, when it comes to promotions, I focus on whether someone is aligned with the company’s goals. Do they understand where the organisation is headed? That’s what separates the good from the great.
Let me give you an example.
We have a small sales team in India, and our senior manager, Bala Sanga, had to step away for a few months for a project. Honestly, I was worried. There was no way I could handle everything on my own.
But then, a surprising thing happened.
One team member, Ayesha Sabreen, even though she wasn’t the most senior, stepped up and said, “I will take care of it”.
She took ownership of Bala’s workload because she understood the importance of the situation.
That’s the kind of initiative I look for when promoting someone.
It’s about going above and beyond your assigned role to help the organisation truly.
Ayesha saw a gap and took action to fill it, not for personal gain but for the company’s good. That’s a quality I value highly.
Now, you might be wondering, what does this look like in a remote team like marketing? Sure, I can give you an example there too.
John Emoavwodua joined our team to focus on content strategy.
But when our manager, Prateek, left the company unexpectedly, John didn’t just keep his head down and did only strategy.
John saw a need and took the initiative. He said, “Don’t worry, I’ll handle the entire content department.”
He didn’t have to do that, but he did.
John even built a whole new team, trained them, and helped them become excellent writers.
That’s going above and beyond. John wasn’t just creating content strategy anymore. He was practically leading the content team.
The key takeaway is this. Someone who deserves a promotion thinks about the company first. They see a need and take action to fill it.
Otherwise, everyone’s just doing their jobs – what’s the difference then?
Promotions are about more than just time served. They’re about demonstrating initiative and a genuine commitment to the organisation’s success.
That’s the recipe for moving up in a remote setting.
On a personal note, I always recommend keeping track of your accomplishments for yourself and the company. This way, when discussing a promotion, you have a clear record of your contributions.
Remember, growth is a two-way street – you help the company succeed, and the company helps you grow in your career.
Learn everything you need to know about employee experience.
How do you stay connected with your remote team on a personal level?
You know how they say, “Absence makes the heart grow fonder”? As a remote team leader, that saying comes with a big “BUT.”
Distance might not entirely extinguish team spirit, but those connections can weaken without effort.
The key?
Be proactive in encouraging closeness, even when miles or sometimes continents separate you.
Here’s the thing.
Building a solid remote team is all about burning the fire, even when everyone’s working from their kitchen table.
So, how do we do it?
Let’s break it down.
1. Let’s get conversational
Get conversational, but not always about work.
You and I know the saying, “Work hard, play hard.”
In the remote world, it’s more like “work hard, chat hard (sometimes).”
Our communication platform, Talk Magnet, has a dedicated group that’s free for all and offers virtual water cooler moments.
These seemingly insignificant interactions are the secret sauce for building rapport and keeping the team spirit alive.
It’s all about creating a space where people feel comfortable just being themselves, and let’s face it, a good laugh can go a long way on a tough day.
2. Reading between the lines
Without being creepy.
Okay, this might sound a little strange, but hear me out.
Our end-of-day reports include a happiness rating.
Yes, you read that right, a happiness meter.
It might seem unconventional, but it’s a valuable window into how everyone’s feeling.
A consistently low score triggers a quick check-in, a chance to offer support, address any underlying issues, and make sure work isn’t becoming a source of stress.
One time, I realised a team member’s happiness rating was down consistently and decided to reach out. To cut a long story short, I was just in time. Imagine if there was no mechanism to know how they’re feeling.
Remember, a happy team = a happy life + better work.
3. A little recognition goes a long way
Let’s face it. Everyone likes to feel appreciated.
That’s why celebrating wins, big or small, is a must.
A public shout-out on our team channel or a virtual high-five can improve morale.
Recognising achievements shows your team you see their hard work and value their contributions.
Leading a remote team requires intentionality, but incorporating these practices can bridge the distance and create a close-knit team environment.
A team that is both happy and productive. It doesn’t have to be one or the other.
We discussed this at length in our guide to employee experience.
What are the challenges you may face managing a remote marketing team?
Every team is different.
But I’d share the challenges I faced and how I overcame them.
They say, “Great teams are built, not born.” However, the building process can get trickier when your team is scattered across the globe.
Not everyone clicks instantly – different personalities, different backgrounds – it all adds to the mix.
My biggest challenge was taking that mix and forging a cohesive unit. Making a team that felt more like a family than just a collection of departments (content, SEO, you name it).
Here’s the thing.
Distance can become a barrier. So, how did we overcome it?
By investing in connection.
We did a lot of team-building activities – online, of course.
Think virtual birthday celebrations, where everyone writes something special for each other. It might seem small, but these little things go a long way in helping people see each other as human beings first and colleagues second.
By creating these shared experiences, we fostered a sense of belonging and a common purpose.
It wasn’t just about content or SEO. It was about working together as a team, even if continents kept us apart.
So, what is the secret to building a strong remote team? It’s all about creating a culture of connection where people feel valued and supported, no matter where they’re located.
Because a team that feels like a family is a team that will go the extra mile for each other and the company’s success.
What’s the future of remote work?
New tools, platforms, and trends pop up seemingly every day.
My philosophy?
Embrace the chaos.
I’m a total tech junkie – I bombard my colleagues with new things to try all the time. Learning and exploring are vital to staying ahead of the curve.
But I know not everyone loves tech as much as I do. That’s why you and I, as marketing leaders, lead by example.
My enthusiasm for exploration rubs off on the team, increasing their curiosity.
We don’t shy away from trying new things – different tools, strategies, and ways of doing things. It’s all about pushing boundaries and seeing what works best.
Speaking of pushing boundaries, have you heard of these AI platforms, ChatGPT and Gemini?
I’m totally hooked.
They’ve become my secret weapon for brainstorming.
Need a killer presentation slide? I bounce ideas off ChatGPT.
Want to revolutionise Talk Magnet with an AI-powered feature?
ChatGPT helps me see things from a customer’s perspective and develop features that truly add value.
The ideas I get are mind-blowing.
Prashant Yerrapragada, our VP of Tech, can’t get rid of me – I’m constantly suggesting new features inspired by these AI tools.
The point is that staying relevant in marketing requires a “never stop learning” attitude.
Leaders who embrace technology and promote a culture of exploration will be the ones who thrive in this ever-evolving landscape.
So, get curious, get creative, and don’t be afraid to experiment!
After all, the next big marketing breakthrough might be a click (or a chat with an AI) away.
Final thoughts
My parting shot is simple – don’t micromanage.
Leading a diverse, remote team is about building a solid unit, not micromanaging every move.
Think of it like this. You’re putting together a magnificent mosaic. Each piece is unique, with its strengths and quirks.
Your job? To understand those qualities and create a beautiful, cohesive picture.
If you remember just one thing from this conversation, let it be that communication is king.
Instead of barking orders, take an open and honest approach.
“Hey, would you be comfortable collaborating with someone on another team?” It’s all about empowerment.
Giving them the space to voice their preferences is crucial.
Maybe a new teammate would spark creativity, or a specific pairing wouldn’t be the smoothest ride. Understanding their comfort level is essential.
Remember, remote work can feel isolating. There’s no watercooler banter, no casual chats to build connections. That’s why asking “what works for you?” becomes your mantra.
Do they prefer quick video check-ins or detailed written updates?
Creating a comfortable work environment – both physically and emotionally – is the golden ticket to a happy and productive team.
Think of it this way: happy team, happy work, happy results.
My team and I use Talk Magnet because it makes communication easy and friendly. You can try it out for free or schedule a free demo.
