Role Blueprints

Digital Marketer Blueprint

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.

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

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. They should have no problem collaborating with other teams and departments.

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.

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.

Common objectives to start with:

  1. Engage with customers
  2. Build brand awareness
  3. Track and analyse performance metrics

You and your company may have your own personal set of goals and objectives. Having a clearer understanding of specific objectives would help your Digital Marketer create a solid plan that’s aligned with your goals.

Key Performance Metrics (KPIs)

A KPI is a measurable number that highlights key business objectives. Choosing the right KPIs for digital marketing isn’t a “one-size-fits-all” decision. Regardless of what KPIs are most valuable for you to track, they need to meet the SMART criteria. The KPIs you track need to be:

   Specific
   Measurable
   Achievable
   Relevant
   Timely

In other words, the KPI needs to provide a specific result that digital marketers can measure, that can be identified when you achieve it, is relevant to your goals, and can have a deadline or timeframe applied to it.