yaseen
What does a digital marketer do?
Digital marketers are responsible for increasing brand awareness and generating leads through all of the company’s digital channels (both paid and free).
These channels include:
- social networks;
- company’s own website;
- search engine ranking (SEO);
- email marketing;
- media (banner) advertising;
- company blog.
A digital marketer tracks key performance indicators (KPIs) for each of these channels. This allows you to adequately assess the performance of the company for each of the marketing tactics.
In modern companies, various specialists can be responsible for digital marketing. In small ones, one professional (a kind of universal digital marketing specialist who has knowledge in all areas) can simultaneously master several digital marketing tactics.
In larger ones, there are several specialists, each of which is engaged in one or two digital channels of the brand.
I will give you a list of these specialists.
SEO manager
Key KPIs: Organic Traffic.
In short, the SEO manager is responsible for ranking the company in the search results of Google, Yandex, Bing. It uses diverse approaches to search engine optimization and can work directly with copywriters. Working in tandem enables the SEO to control the relevance of the content and how well the search engine “responds” to it. Its main task is to increase the visibility of the site in search results and, thereby, provide more organic traffic.
Content marketing specialist
Key KPIs: time spent on the page, total blog traffic, YouTube channel subscribers.
Content marketers actually create digital content. They regularly monitor the content plan and develop a content strategy, which may also include videos.
These specialists often work in tandem with people from other departments. Thus, the campaign is supported by advertising content on each of the digital channels.
Social Network Manager (SMM)
Key KPIs: subscriptions, interactions, re-posts.
The role of the social media manager is easy to understand from the name. However, what kind of social networks he deals with depends on the industry of the company.
First of all, social network managers determine the schedule for publishing textual and visual content of a company.
Also, an SMM worker can collaborate with a content manager. Together they develop a content placement strategy (for each social network separately).
For which business would digital marketing be useful?
Digital marketing works for companies at different stages of development: for a startup or for an established company. Also, these tools are applicable for business in any field.
Regardless of what your company sells (goods or services), digital marketing helps to create a portrait of a client , which, in turn, determines the needs of your target audience and allows you to create valuable online content.
But this does not mean that all companies should implement the digital marketing strategy in the same way.
B2B Digital Marketing
If your company belongs to B2B business (business to business), then all the efforts of your digital marketing will be focused on generating leads online. And, ultimately, to establish direct contact with a potential buyer.
Therefore, the role of your marketing strategy is to generate high-quality leads for your sales team. This is what you will do using your website and existing digital channels.
In addition to the website, it would be wise to also use a business-oriented channel, such as LinkedIn, because it is where your target audience lives.
Written by yaseen
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