A comprehensive guide for each virtual role

The Digital Marketer

Digital Marketing is the future of marketing. With the use of digital platforms, you can easily reach target markets that you wouldn’t have otherwise been able to reach. A Digital Marketer paves the way for your business’ success by leveraging the power of all digital channels in building your reputation and a consistent, attractive brand image for your products or services.

Why hire a Digital Marketer?

Digital is the new black. With the advent of the internet comes an age of fast-paced information sharing and community building; and Digital Marketing is at the centre of it all.

Marketing hires have a huge impact on the success of your brand, so it’s important to attract and hire awesome people that know how to make your brand stand out. By putting your focus on your customers and their user experience with your digital platforms, they feel welcome and comfortable. They trust you and your brand, believing in you and becoming advocates of your company, and in turn creating more revenue for your business.

Direction & Priorities

Digital Marketing is the use of a variety of digital platforms to attract social media traffic, leads, and overall brand awareness. These digital channels include company websites, social media accounts, search engine rankings, email marketing, display advertisements, and corporate blogs.

A Digital Marketer must have an analytical mind to be able to extract and analyse social media metrics of all information pertinent to the customer’s needs. They need to have the ability to determine which data would help them understand what led them to their customer’s decision to bounce from the website or to become a converted lead.

A well-planned idea will be executed well. Having a clear set of goals and direction is essential for any plan to become successful.

It sets a guideline to follow for our marketing campaigns so that it aligns perfectly with what we want to achieve. Furthermore, it gives us the groundwork to tailor-fit our strategies in engaging with your customers in a relevant and timely way. We want to develop SMART (Specific, Measurable, Attainable, Relevant, Timely) goals and strategies to develop content that would lead our customers to choose us over our competitors.

Digital Marketing is the most affordable and effective way to market to your customers. By listening and monitoring your social media metrics, you can analyse where your customers are engaging with your brand more deeply and when you would be able to most effectively market to them your products. By analysing the right information and at the right time, you can grow your business successfully with a large variety of digital marketing platforms, such as email and social media.
By identifying the key conversion points in your marketing funnel, you would be able to optimise the way you market to your customers digitally. In doing so, you would be targeting two of the main goals of digital marketing: Lead Generation and Brand Awareness. It is the Digital Marketer’s role to plan and manage your digital marketing channels to generate interest in your brand online and create strategies that would entice them to try your product and become confirmed leads.

Job Description

A Digital Marketer is responsible for the development, implementation, tracking, and optimisation of digital channels for the purpose of marketing with the intent of generating leads and building brand awareness for your business.

To accurately determine what strategies should be implemented to help the business flourish, the use of measurable analytics is a must. Each digital channel should be monitored to identify the weaknesses in the existing marketing campaigns and to improve and optimise the performance of the campaign as a whole.

The Digital Marketer handles a highly diverse field of responsibilities and it is up to you to determine what your goals are and what your Digital Marketer should focus on to help you build your business.

Qualifications

Skills

  • Degree in Communications, Marketing, Journalism, or other relevant fields

  • Excellent English communication and writing skills
  • Strong analytical and critical thinking skills
  • Resourceful and creative with experience in planning and executing strategies to implement lead generation and brand awareness
  • Personal drive to be up-to-date with the latest trends and best practices in digital marketing

Software

  • Experience with leading and managing SEO/SEM, email marketing, social media platforms, and display advertising
  • Solid knowledge of website and marketing analytics tools i.e. Google Analytics
  • Experience with A/B and multivariate experiments
  • Working knowledge of ad serving tools e.g. DART, Adwords
  • Working knowledge of HTML, CSS, and JavaScript development and constraints
  • Proficiency in MS Office

Responsibilities

  • Maintaining communication with stakeholders to set direction and goals for your digital marketing plans
  • Plan and execute digital marketing campaigns and strategies to generate leads and build awareness (e.g. SEO, email, social media, display advertising, etc.)
  • Monitor analytics and report performance of digital marketing campaigns to assess the effectiveness of strategies
  • Identify the trends and insights within the industry and among your digital channels to have some foresight on what lies ahead for the business and what strategies should be employed to face them
  • Collaborate with other stakeholders and teams to brainstorm and create strategies to design, build, and improve digital marketing channels
  • Ensure brand consistency across all digital marketing channels
  • Develop and monitor campaign budgets to ensure ROI is attained
  • Provide guidance to other key personnel on digital marketing implementation

Where they fit in the org chart

Your Digital Marketer is the backbone of your marketing team.

They track and analyse data so that the team can have better foresight for the digital trends of tomorrow. Armed with this knowledge, they can plan and strategise what kind of content the customers would enjoy most and on what platform. They dive into the psychology of the customer and try to anticipate what they would need and how they would behave in relation to the company’s website and other digital collateral. Furthermore, they create reports to show the business stakeholders how their marketing plan is changing the face of their business. Knowing key parameters to determine the ROI of the marketing budget would greatly strengthen the confidence the stakeholders have with the campaign. As such, they should have no problem collaborating with other teams and departments. Their plan would not succeed without the effort and talent that the rest of the marketing team brings to the table.

Comparison chart of proficiencies

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Measuring Performance

The best way to make sure your money is well spent on your newly hired virtual staff is by measuring their performance in relation to your business objectives.