How Marketing
Teams Actually Work.
Understand the purpose, the players, and the path to becoming a high-value Marketing VA.
What is Marketing?
It isn't just "posting on social." It is the engine that grows a business via three distinct actions:
Creating Demand
+ Capturing Demand
+ Keeping Customers
Awareness
People learn that the brand exists.
Leads & Sales
People take a measurable action (sign up/buy).
Retention
People stay loyal and buy again.
The Marketing Funnel
VA Rule #1: Always ask "What stage is this task for?" before you begin.
TOFU: Awareness
Attention + Reach (Social Media, Blog, YouTube, PR)
MOFU: Consideration
Trust + Consideration (Email, Webinars, Case Studies)
BOFU: Conversion
Sales Pages, Demos, Direct Follow-ups
Retention: Advocacy
Onboarding, Newsletters, Community, Support
Channels & Your Daily Role
📱 Social Media
Scheduling posts, drafting captions, hashtag research, engagement, and reporting.
Common Channel📧 Email Marketing
Formatting newsletters, QA checking all links, scheduling sends, and list segments.
High Conversion✍️ Content / Blog
Uploading to WordPress, sourcing images, formatting outlines, and SEO basics.
SEO Engine💻 Web / Landing
Updating copy blocks, uploading testimonials, checking for broken links/QA.
Home Base🤝 Partnerships
Outreach list building, tracking responses, and managing follow-up reminders.
Relationships📈 Analytics
Pulling weekly reports, summarizing "what changed," and data entry.
Growth TrackingWho's Who on the Team?
Know who you are supporting and how to speak their language.
Marketing Director
The Decision Maker
Sets priorities, approves work, and cares about high-level outcomes/ROI.
Content Lead
The Messenger
Messaging, writing, and editorial calendars. Your contact for copy approval.
Designer
The Visualizer
Visuals and brand consistency. Your contact for graphics and assets.
Social Manager
The Community Voice
Publishing, engagement, and community. You support them with scheduling.
Email/CRM Marketer
The Pipeline
Lists, campaigns, deliverability, and automation workflows.
Performance Marketer
The Engine
Paid ads, conversion tracking, and landing page testing.
Marketing Ops / PM
The Architect
Owns the process, timelines, and handoffs. They make sure everyone is working on the right thing at the right time.
Pro-Tip for Communication
Your primary value is reducing chaos. When communicating with these roles, provide clean files and respect their deadlines.
The VA Value Ladder
Level 3: Strategic (Advanced)
Proposing improvements, interpreting results, and optimizing workflows.
Level 2: Creative Execution
Drafting captions/emails from a brief, light research, and repurposing content.
Level 1: Organizational (Beginner)
Organizing assets, scheduling posts, formatting, QA, and following checklists.
Expectation Management: Master Level 1 before moving to Level 2.
Success Metrics Scoreboard
Use these 2024-2025 industry benchmarks to help your manager track performance across every channel.
📧 Email Standards
📱 Social Engagement
💻 Web Performance
2% - 5%
40% - 60%
The "Before You Start" Checklist
Never start a task without these 5 answers.
What’s the goal of this task?
Awareness, Leads, or Retention?
Who is the audience?
Who specifically are we talking to?
What channel is this for?
Formats change for Instagram vs. Email vs. Blog.
What’s the deadline + approval?
When is it due, and who gives the green light?
What does “done” look like?
Word count, format, links, and brand voice check.