Digital marketers are responsible for building brand awareness and generating leads across all of the digital channels a company owns (both paid and free).
These channels include:
- social networks;
- the company’s own website;
- search engine ranking (SEO);
- email marketing;
- display (banner) advertising;
- Company blog.
The digital marketer tracks Key Performance Indicators (KPIs) for each of the listed channels. This allows you to adequately assess the performance of the company for each of the marketing tactics.
In modern companies, digital marketing can be done by a variety of people. 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.
The larger ones have several specialists, each of whom deals with one or two digital brand channels.
I will give you a list of these specialists. Best SEO Adelaide here.
Key KPIs: Organic traffic.
In short, the SEO manager is responsible for ranking the company in the search results of Google, and Bing. He takes a multi-faceted approach to search engine optimization and can work directly with copywriters. Working in tandem allows SEO to control the relevance of the content and how well the search engine “reacts” to it. SEO experts are tasked with increasing the visibility of the site in the search results and, thus, provide more organic traffic.
Content Marketing Specialist
Key KPIs: time on page, total blog traffic, YouTube channel subscribers.
Content marketers actually create digital content. They regularly track the content plan and develop a content strategy that can also include videos.
These professionals often work in tandem with people from other departments. This ensures that campaigns are supported by advertising content on each of the digital channels.
Social Media Manager (SMM)
Key KPIs: A subscription, interactions, reposts.
The role of a social media manager is easy to understand from the title. However, what kind of social networks he deals with directly depends on the industry of the company.
First of all, social media managers determine the timeline for publishing a company’s text and visual content.
Also, the SMM can cooperate with the content manager. Together they develop a content placement strategy (for each social network separately).
What business will digital marketing be good for?
Digital marketing works for companies at various stages of development: for a startup or for an established company. Also, these tools are applicable for business in any area.
Regardless of what your company is selling (products or services), digital marketing helps shape a customer profile , which in turn determines the needs of your target audience and allows you to create valuable online content.
But that doesn’t mean that all companies should implement their digital marketing strategy in the same way.
B2B digital marketing
If your company is a B2B business (business to business), then all your digital marketing efforts will be aimed at 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 force. This is what you will do with your website and existing digital channels.
In addition to your website, it’s wise to use a business-focused channel like LinkedIn as well, because that’s where your target audience resides.
B2C digital marketing
If your company operates on the B2C (business to consumer) principle, your digital marketing strategy will be different. All your efforts should be aimed at attracting people to your site and so that later they become your customers, bypassing direct contact with the seller.
However, do not forget to consider the price point of your product. It largely determines the digital marketing strategy.
B2C marketing doesn’t require you to throw all your energy into traditional lead generation. A more logical tactic is to create an accelerated customer journey. This means optimizing the process itself as much as possible from the moment the client enters the site until he makes a purchase.
For B2C companies, channels such as email marketing, Facebook, Instagram and Pinterest are proving to be more valuable than LinkedIn’s business-focused platforms.