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.

Customer Lifetime Value (CLV)

The lifetime value of a customer is how much revenue a typical customer generates over time. This could be a matter of days, weeks, months, or years, depending on your typical retention rate and back-end product or service offerings.

Customer Acquisition Cost

The acquisition cost is how much you have to spend to get a new customer. This could include advertising, sales calls or visits, and anything else that goes into your prospecting and conversion process.

Return on Investment (ROI)

The ROI is a function of the previous two KPI. It tells you how much profit you generate when you compare your customer acquisition cost to revenue generated.

Conversion Rate

The conversion rate is what percentage of visitors turn into leads and leads into customers. This is a general marketing KPI but it can also apply to any of the other categories if you want to track each channel separately. You could also track the total number of leads or conversions.

Search Traffic

Search traffic metrics include total visits, unique visitors, organic traffic, website visitors, traffic sources, page views per session, top pages, and various other KPIs related to the traffic coming to your site from Google and other search engines.

Keyword Rankings

This KPI will tell you where your site ranks for your most valuable keywords and phrases. You can track changes in ranking over time to see what is working and what isn’t with your SEO efforts.

Backlinks

Backlinks are an important factor in search engine optimization. This KPI lets you track how many other sites are linking to yours and when combined with the search traffic KPIs, you can see how those links affect your rankings and traffic.

Domain and Page Authority

Domain authority is a measure of how much authority the search engines attribute to your website. In other words, how important they think your content is. Page authority is the same type of measurement on a page-by-page basis.

Bounce Rate

When a visitor lands on a page on your website and immediately clicks away, it’s called a bounce. Tracking this KPI will help you improve your landing pages to get visitors to stay on your site longer.

Likes, Comments, and Shares

Likes, comments, and shares are the lifeblood of social media sites. If social media is one of the channels you’re targeting, these KPIs will tell you how much exposure you’re getting on those sites.

Follower Growth Rate

You need a steady stream of new followers to generate new leads and customers. This KPI will measure the growth rate over a time period.

Social Media Traffic

Social media traffic metrics cover all the same things as SEO traffic (visits, unique visitors, traffic sources, etc.) but from social media sites in particular. You may want to track your overall KPIs for all channels as well as specific numbers for each channel.

Social Media Conversions

Like social media traffic, you may want to track overall conversions as well as each channel’s results.

Cost-per-Click (CPC)

If you’re using paid advertising, CPC is one of the fundamental KPIs you should be tracking.

Click-Through Rate (CTR)

CTR is another fundamental KPI you need to track when you’re paying for traffic. A better CTR doesn’t only bring you more traffic, it could help lower your CPC in some ad networks.

Quality Score

One of the factors the ad networks use to determine your CPC is the quality score of your ad. A more relevant ad that gets a better CTR will generally have a higher quality score, which results in lower CPCs.

Signup Rate

The signup rate for email marketing is what percentage of the visitors to your site sign up for your email list, whether you offer a newsletter, white paper, case study, or any other incentive.

Open Rate

The open rate is how many of the people on your email list open your email messages. This KPI is a great indicator of how effective your subject lines are.

Click-Through Rate (CTR)

If you include links to pages on your website, products or services, or anything else in your emails, you can track how many people click on those links to measure the engagement.

Bounce Rate

Email bounce rate is different than website traffic. An email bounce is an undeliverable email – it “bounces” back to the sender.

Unsubscribes

Every email you send your customers likely has an unsubscribe link so they can remove themselves from your list. This KPI lets you track the number of unsubscribes so you can see what types of messages are most effective and what types lead to more unsubscribes.

The ease of tracking any digital marketing KPIs from website traffic to e-commerce metrics, churn, CPA, or organic search can be a double-edged sword. It makes it easy to track important metrics but it also makes it easy to track things that have no value, wasting valuable time and focus.

When deciding on what KPIs you’re going to measure, consider whether the information is going to give you any useful insights into ways to improve your bottom line. If the metric isn’t something you can act on or affect, it’s likely a vanity metric, so it’s not worth tracking.

For example, you might be tempted to track vanity metrics like your Facebook likes or Twitter followers, but if you’re not currently doing a social media campaign aiming towards the goal of getting more likes or followers, why track it? It’s not an effective KPI.

Tools

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 to staff and manage 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, are 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.

Most digital marketing platforms have built-in analytics and the Digital Marketer can check each platform manually to track the metrics provided. Tracking analytics can help you find out which marketing campaigns and strategies are working most effectively and how.

Popular tools used to help collate the data gathered are Kissmetrics, Google Analytics, Adobe Analytics, and Woopra.

It’s important to engage with your customers, whether it be to field a complaint or to accept gratitude from a customer. Customers like to be heard and they like being responded to promptly even better. Ignoring or not respecting the customers’ need to

Onboarding

Interestingly, if you’ve hired a marketing agency to help you, you might think that the first step is for them to onboard you. But it needs to be the other way around.

To help you achieve your business growth goals, your marketing specialist needs to have full disclosure about your revenue goals, customers, competitors, strengths, weaknesses, processes, technology, policies, corporate culture, introductions to key players, and other relevant info. Your marketing specialist needs to become your business partner.

Step 1. Discovery

Our ultimate goal is to become an extension of your business’s marketing arm. We’re looking for total brand immersion. We want to know what you know, and think how you think, so we can pursue the right marketing tactics to meet your business objectives.

So the digital marketing client onboarding process starts with Discovery. During Discovery, your Digital Marketer does some preliminary research, based on whatever we understand about your needs so far. This step of the onboarding process allows your Digital Marketer to dig deeper and talk about KPIs, technology, and your business in general. There’s no better way for them to experience your brand than by hearing the way you describe it.

  • Discovery
  • Website audit
  • Social media audit
  • Competitor research

Step 2. Kickoff

To round out digital marketing client onboarding and start out efficiently, we ask you to provide marketing collateral, internal assets, technology access and other information. These are what we commonly request from new clients:

  • Brand and style guidelines
  • Persona and user journey information
  • Market research1
  • Business goals, objectives, plans

  • Technology access2

1Even if it’s outdated
2Google Analytics, Google Tag Manager, Google Ads, your CMS or staging environment, among others
Not every client has all of these materials on hand. Part of digital marketing onboarding is finding out which gaps need to be filled. We’re open to pivoting to help our clients when new needs are uncovered.

Hire a specialist or build a team

Start from 10 hours/month and scale as your business grows

Browse 65+ full-time crew — screened, trained, and ready to start today.

Hire a specialist or build a team

Start from 10 hours/month and scale as your business grows

Browse 65+ full-time crew — screened, trained, and ready to start today.

FAQs

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. Avoiding the shift towards digital marketing would deny you of the business opportunities available to engage with new customers. Furthermore, digital marketing gives you the unique position of engaging with your customer on a 1-to-1 basis. This will give you the opportunity to curate the content you give your customers. This will make sure you give them meaningful and valuable content that would create a group of loyal customers who appreciate and advocate the products and services that you offer.
Having an organised plan and schedule for all your curated content is highly important to maintain a consistent brand presence online. A Digital Marketer would be the person who will lead your digital marketing initiatives. Raising your searchability on search engine platforms is the most ideal way to maintain your relevance in your community of consumers. Search Engine Optimisation is a lot of work and your Digital Marketer is well-equipped to handle the concerns and pressure associated with maintaining your search engine ranking. Improving your digital presence will have a direct effect on the ROI as you generate new leads.

To make sure that your journey to improve your marketing with your Digital Marketer goes smooth, you need to ensure you have the following things:

Clear goals and objectives
Your Digital Marketer will want to know exactly what you envision to create for your business and your brand. Consider what you see your company achieving in 1 year and 5 years. Explain to them why you want to achieve these goals and objectives so that they understand your motivations behind your business. These will all help your Digital Marketer craft a personalised marketing strategy just for you so that your customers understand the reason behind your products and services as well as help your company grow and attain your goals and objectives.

Set expectations for resources
To create a plan and strategy that would be effective, one must have a clear understanding of the scope and limitations of a project. Make sure to be clear with your Digital Marketer about the resources available for marketing to ensure that the project stays within budget. The Digital Marketer must respect this and allocate the budget accordingly. You should also respect the agreement and allocate the correct amount to the marketing budget.

Set expectations for communications
Let your Digital Marketer know how often you would like to be updated as well as what aspects of the social media analytics you would consider essential to be updated on. It’s also important to inform them about what means of communication you would like to be updated with. Letting them know how you expect them to communicate with you from the get-go would be the most efficient way to start the project running effectively as fast as possible.

Discuss realistic deadlines and stretch goals
For every campaign and project, it would be best to set deadlines and discuss with your Digital Marketer if this is attainable and what are the risks that would make this deadline not achievable. By knowing the risks beforehand, you and your Digital Marketer could prepare for any eventuality that may come up. It would be great to come up with some stretch goals with your Digital Marketer as well. Sometimes, work gets done sooner than expected and the results are fantastic. This is an opportunity for both of you to go above and beyond expectations. Let them know what would be your next step or what you would like to achieve if this does happen and let them know how much you appreciate their good work.

For any business venture, your Return of Investment (ROI) is one of the most important aspects to consider. You want to get your money’s worth and we’re here to share how you can tell that your Digital Marketing is functioning and raking in the dough for your business. There’s a simple formula for this and it is the following:

Digital Marketing ROI = Profit / Total Investment x 100

For your total investment, there are several key components you need to consider; namely, the cost of marketing tools, the budget allocated to paid advertisements, costs related to content creation, and manpower. Some companies also include costs on agencies and consultations.

MCC allows us to create content that is timely and interesting and has worldwide appeal that can drive our programming and expand our audience.

– Kelly O’Connell, Senior Design & Marketing Manager at MCA Denver