Role Blueprint

Digital Marketer

Job Description

Direction & Priorities

Tools & Software

Measuring Performance

Onboarding & Training

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.

Job Description

A Digital Marketer is responsible for the development, implementation, tracking, and optimisation of digital channels to generate leads and build brand awareness for your business.

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
  • 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

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.

Tools & Software

A Digital Marketer’s work is supplanted by the use of a variety of tools. There is a large array of software available at the Digital Marketer’s disposal to make their work more efficient and accurate. These programs range from those that serve as a means to help communicate with colleagues and clients more efficiently, to content creation, and to monitoring activity and progress.

Recommended Apps

To produce quality and efficient results with a team, it is vital to have effective communication channels to collaborate with colleagues and clients. These communication channels usually have capabilities to share files, conduct project management chats, track tasks and progress, as well as video conferencing.

We encourage you to use Teamwork for communicating with staff and managing workflows instead of email. Use it to send messages, manage projects, monitor time, create actionable tasks, meet due dates, upload training content, track performance and more!

For support software, Google Workspace, including its email and document software, is used extensively. Zoom is also an easy-to-use and reliable platform to use for video conferencing.

With billions of users actively online every day on platforms such as Facebook, Instagram, and Twitter, it’s no wonder that brands of all kinds and sizes have decided to jump aboard the Social Media train as well. Social Media management tools have become increasingly popular among companies as a means to reach their audience more effectively and efficiently. Actively listening and monitoring the conversations surrounding your brand will help you engage with your customers on a more personal level than ever before.

To maintain a solid digital presence, some of the social media platforms that are popular are the following: Facebook, Instagram, Twitter, TikTok, WeChat, SnapChat, WhatsApp, and LinkedIn. Each platform has its own strengths and weaknesses. It’s your Digital Marketer’s role to determine which Social Media platform would be right for you.

Email is one of the oldest but one of the most reliable and effective marketing channels in terms of ROI. The confidence in email marketing continues to grow as Digital Marketers are learning more effective ways to reach out to their target markets. Each email can be tailor-fit to suit each customer’s values and effectively entice them to purchase your product or service.

Some software and companies that provide good automation and service for email marketing are Hubspot Email Marketing, MailChimp, Marketo, and Get Response.

Testing is vital to see if the strategies that are currently in place are effective. The smallest things can make a big difference in attracting a customer and generating leads. Even as simple as a well-organised placement of paragraphs or the colour of your call-to-action button can push a customer to sign up to purchase a product or service.

There are many applications and software available to support your website testing. Examples of a few of these are the following: Unbounce, Oracle Maxymiser, Optimizely, Visual Website Optimizer, and Hotjar.

People nowadays respond very well to Video and Image content. The more visually enticing the marketing material, the more the customer feels confident that the company they are considering is reliable. Furthermore, Video and Images can deliver a message more concisely and in a more impactful way if done right. Long-form content, like blogs, remains relevant to this day as well because it can carry out a more detailed and precise message better than any short-form entertaining content. Additionally, Long-form content can be supported with images like infographics and informational videos, littered throughout the blog. This serves as a good break between walls of text as well as give extra information for the customers to look at and share with their peers.

To help produce awesome content, Digital Marketers uses industry-standard content creation tools like WordPress, Canva, Adobe Photoshop, Visual.ly, YouTube, Wistia, and Vimeo.

Digital Marketers are storytellers, and the story of their company’s product doesn’t end with a single post or blog. Digital Marketers need to fill their content calendars with content curated to show the company’s customers why they should consider buying and using the product or service. Each piece of content that is chosen to fill out the calendar is also used to bolster the company’s search engine ranking. By using topics and subtopics that are relevant to the company’s brand, the Digital Marketer bolsters the company’s Search Engine Optimisation efforts.

Some tools used to curate content and help simplify SEO are the following: Feedly, Scoop.it, Kapost, Moz, SEMRush, and Screaming Frog.