Role of digital marketing
The role of digital marketing–and of content marketing, specifically–is a huge help to leverage you some free advertising and help your business grow. And finally, digital marketing makes it simple to target your exact audience. … Focusing on your specific target audience increases both customer satisfaction and revenue.
Common Digital Marketing Positions
If you want to get more specific and explore the types of positions available in digital marketing, there are many career paths you can choose including:
- SEO Manager: In this position, you will use your skills as an SEO expert to help drive content and improve a company’s content. Your input would be used to keep content creators on target with valuable insight into the strategy required to enhance performance on Google as well as social media.
- Content Marketing Specialist: In this role, you will be the creator of content coming up with a plan and often a strategy to ensure you increase traffic as well as Google rankings. You would create a plan for what material to use from video to blogging and social media. You might report to an SEO Manager or work in the marketing department using the SEO team’s keywords to improve your content’s effectiveness.
- Social Media Manager: A social media manager would focus on social media creating an effective schedule for posts and overseeing or, in some cases, creating posts. Again, a crossover is always possible in which case you might work with a content marketing specialist, SEO people, and other digital marketers as part of an overall digital marketing strategy.
- Marketing Automation Coordinator: This position would deal with the effects and results of a marketing campaign. It is also a more technology-focused position in which you would be finding the best software to help discover essential customer behaviors. You would be involved in measurement and statistics while tracking campaign performance.
- Digital Marketing Manager: In this position, you would oversee developing the overall content strategy as well as marketing campaigns. Your job will involve enhancing brand awareness while driving traffic with the goal of acquiring new customers. You will often be responsible for keeping up with new technology to optimize your digital marketing efforts. Analysis of your marketing efforts will also be required in order to track the results of your campaigns.
What does a digital marketer do?
Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company’s performance across each one. A digital marketer who’s in charge of SEO, for example, measures their website’s “organic traffic” — of that traffic coming from website visitors who found a page of the business’s website via a Google search.
Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand’s digital channels.
Here are some examples of these specialists:
Main KPIs: Organic traffic
In short, SEO managers get the business to rank on Google. Using a variety of approaches to search engine optimization, this person might work directly with content creators to ensure the content they produce performs well on Google — even if the company also posts this content on social media.
Content Marketing Specialist
Main KPIs: Time on page, overall blog traffic, YouTube channel subscribers
Content marketing specialists are the digital content creators. They frequently keep track of the company’s blogging calendar, and come up with a content strategy that includes video as well. These professionals often work with people in other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel.
Social Media Manager
Main KPIs: Follows, Impressions, Shares
The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company’s written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.
(Note: Per the KPIs above, “impressions” refers to the number of times a business’s posts appear on the newsfeed of a user.)
Marketing Automation Coordinator
Main KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate
The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers’ behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it’s important for there to be someone who can group these digital activities into individual campaigns and track each campaign’s performance.