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What does a Digital Marketer actually do?

 

Actionable tips on how to guarantee positive results


By Thai Son, Chief Executive Officer, SmartOSC

Partner Perspectives

A day in the life? It varies.

Because the world of digital marketing changes so rapidly, it’s hard to define exactly what digital marketers do on a day-to-day basis. So instead of taking you through a timeline of what they might do – aside from checking emails, running campaigns, and keeping close tabs on clients and accounts – we’ll be discussing practical concepts and some common best practices within the industry.

 

“Digital marketing is more than knowing how to run a Facebook ad campaign or conduct SEO research. It’s a set of skills and a way of thinking that, when taken holistically, can add incredible – even business-changing – insight to an organization, no matter how small.” 

Karutis, 2018

Proficient digital marketers need to possess a varied skill set and comprehensive understanding of how their target market behaves, which channels are most effective, and how to interpret digital metrics that offer valuable insights into how to tailor marketing efforts.

Remember that the scope of work is largely dependent on the scale of the business they work for, their current career level, whether they work in the B2B or B2C realm, and if they’re specialized in certain areas. For example, an SEO expert would focus on driving organic traffic through strong keyword research and developing content on the relevant topics. A social media marketer would need to have a fluid understanding of how to engage with audiences across different platforms effectively.

Regardless of the focus of their work, any digital marketing professional needs to be able to:

  • Understand the opportunities presented by different channels and devices
  • Maintain a competitive edge by staying up to date with ever-evolving trends, tools and behaviors
  • Know how to decipher “big data” strategically and capitalize on insights
  • Gauge why consumers use different channels and devices and for what purpose
  • Manage dynamic customer relationships to create meaningful interactions


Digital marketing professional must-do’s

It can be a tall order to decisively master all of these, but that’s not actually necessary. Rather, the digital marketing professional should be capable of adapting and growing. Let’s take a look at some examples of habits and activities that digital marketing pros should always engage in to guarantee positive results for the business.


Utilize analytics to prioritize and optimize marketing efforts

Data is king in digital marketing. This is how you can assess which path to take with a campaign. The level of data collection has become so sophisticated that the insights offered are lightyears ahead of where they were just a decade ago. Tracking key performance indicators – measures of success in online marketing – is a much easier task with precise data at your disposal.

“[Digital marketing is] different than traditional marketing because its channels and methods enable real-time analysis of marketing campaigns. This translates as the ability to see and understand what is and isn’t working.”

-Bestmarketingdegrees.org

Some primary examples of valuable data include traffic volume, source by region, and conversion rate. To take it a step further, digital marketers can even analyze where visitors are spending most time and what is making the largest impression, even down to the time spent per session. Anyone considering a career in digital marketing should look no further than Google’s free Analytics Academy. These courses are a valuable introduction into how to collect and process digital metrics.


Diligently monitor SEO reports and conduct keyword research

Search Engine Optimization (SEO) is a vital aspect of content marketing. It’s a fantastic way to drive consistent, relevant, and organic traffic to your site, and best of all, it’s typically the lowest-cost form of online marketing.

Before producing content, a savvy digital marketer needs to diligently conduct research on what their target audience is searching for. Here’s the basic process:

  1. To reach their targeted segment, they’ll need to use industry-relevant keywords. Tools like the Google Keyword Planner can help with determining what these are.
  2. Summarize the findings into a chart containing keywords and phrases with monthly search volumes for each.
  3. Make a content plan that emphasizes the keywords with the most significant search yield. Use blog posts, social media ads, YouTube videos, and anything else, while maintaining quality and relevancy.
  4. Produce the content. Voila! Great content will persist as a beacon for your target market – something they can discover organically and on an ongoing basis. High-quality content will stay relevant for a long time – which is why it’s called evergreen content.


Diversify channels

Exercising every channel available is key to increasing the breadth of your marketing efforts. This will ensure you reach the maximum number of people, capture the largest amount of leads, and convert as many customers as possible. The primary channels that digital marketers should focus on are:

  • Email Marketing
  • Pay-per-click Advertising (PPC)
  • Display Advertising
  • Social Media Marketing (SMM)
  • Affiliate Marketing
  • Public Relations

Most importantly, marketing should be cohesive. This means that a consistent message and strategy should be applied to all channels.


Leverage strategic content partnerships

Another great way to reach audiences that might not have been in previous consideration. Collaborating with agencies and companies that are outside of your immediate sphere can be mutually beneficial by allowing penetration into new regions and markets while lending credibility and awareness to your brand. The learning opportunities from working with other professionals can also prove invaluable.


Work closely with design and copywriters to maximize campaign efficiency

There is no such thing as a super-marketer. No digital marketer is an island.

It’s important to lean on teammates with different skill sets to instill the highest quality in the content that gets produced. Make sure your strategy is clearly conveyed, and work collaboratively. If done well and often, this can lead to unique and powerful results once the team’s goals and skills are aligned and unified.


Use A/B testing

It’s nearly impossible to get everything right the first time, so it’s an excellent practice to segment your audience, then create multiple campaigns to identify which produces the better results.

“A/B testing, also known as split testing, is a marketing experiment wherein you 'split' your audience to test a number of variations of a campaign and determine which performs better. In other words, you can show version A of a piece of marketing content to one half of your audience, and version B to another.”

Kolowich, 2018


Subscribe to industry-relevant newsletters

This might seem obvious, but the biggest weapon a digital marketer can have is staying ahead of the game regarding industry trends and information. Proactively doing research is a great habit and there are some high-quality sites that pump out great, relevant content consistently. Most of these offer a free newsletter through an email subscription. It’s best to sign up for several of them in order to mix it up.

Some great examples are HubSpot, Simplilearn, Search Engine Land, Marketo, DigitalMarketer, and Social Media Examiner.

I hope these general concepts and practical tips have helped show the scope of work of the modern digital marketer. Take advantage of them all and find out how they can drive results for your business.


Think you’ve got a decent grasp of the fundamentals? Check out our new guide, “The Path to Personalization,” to get insight into how to engage customers at an individual level.

 

Thai Son is the CEO at SmartOSC, a Sitecore Silver Solution Partner. Connect with him on LinkedIn.